Tracee Ellis Ross is launching a range of haircare products for women with curly hair.
The Black-ish actress has teamed up with bosses of the Beach House Group to found Pattern, which will include shampoo, three targeted conditioners, a leave-in conditioner, and two hair serums as well as a rubber shower brush, hair clip, and a microfibre towel.
“Pattern is about products made by and for us. And it’s about creating a space for a community that exists, to celebrate our beauty and magic,” Tracee told WWD. “I have been marketing my hair since my social media started. It’s such a huge part of my being-ness, of who I am and how I dress myself. Now I have a name for it.
“Most of us in this community have had to become our own experts… we have had to make our own things in our own bathrooms. So to be able to offer a selection of products that work together and support each other is important to me.”
The 46-year-old, who will serve as chief executive officer of Pattern, first came up with the idea in 2008. She has been testing the products for the past two years and also recruited a panel of women with tightly coiled hair to test the samples.
Tracee, who will release videos of her in-bathroom product tests over the next few weeks, recently shared an Instagram post revealing how she would try to relax her curls when she was younger before she learned to embrace her natural hair. She also wants Pattern to help empower women of colour and will be donating a percentage of the product sales to nonprofit organisations.
For the campaign, Tracee tapped three of her family members, who were photographed by Micaiah Carter alongside a diverse group of women.
The products, which are priced between $9 (£7) and $42 (£35), will be available on the Pattern website on 9 September ahead of a release in Ulta Beauty stores two weeks later.