Pattern Beauty

Active

Country: United States (US)
Founded: 2019
HQ: El Segundo, California, United States
Employees: ~50
Parent: Incubated and partnered with Beach House Group, which dedicates about 47 employees to the brand

Indexes

Hair Tools

Overview

Pattern Beauty produces hair care products including shampoos, conditioners, styling items, and tools designed for curly, coily, and tight-textured hair.¹² The brand targets individuals with natural textured hair, emphasizing hydration, safe ingredients, and products that support hair as it grows.⁴⁵ Founded by Tracee Ellis Ross, it fills a market gap for effective, non-harmful options in a segment representing 65-75% of the global population with such hair types.⁵

History

Pattern Beauty was founded in 2019 by actress Tracee Ellis Ross after 10 years of development, including a brand pitch in 2008 and two years working with chemists on 74 samples.²⁵⁶ The brand was incubated by Beach House Group and launched with a focus on curly, coily, and tight-textured hair care.²⁵ Key products like the leave-in conditioner, which generates nearly half of daily direct-to-consumer revenue, were introduced early, with variants like Palo Santo-scented added in 2023.² Ross serves as CEO and creative leader, with co-CEO Christiane Pendarvis.⁵

Product Lines

Product Line	Positioning	Price Range
Shampoos	Gentle cleansing for textured hair	$25 - $35
Conditioners	Deep hydration for curls and coils	$25 - $35
Leave-in Conditioners	Daily moisture and detangling	$25 - $35
Styling Creams and Gels	Definition and hold for patterns	$25 - $35
Treatment Masks	Intensive repair for damaged textures	$35 - $45
Hair Tools and Accessories	Styling aids for natural hair	$20 - $50

Manufacturing

Manufacturing details are not specified in available sources; products are developed with chemists and produced through partnership with Beach House Group.⁵⁶

Notable Products

Leave-in Conditioner - Top-selling product accounting for nearly half of daily DTC revenue, available in Palo Santo variant.
Shampoos - Formulated for curly, coily, tight-textured hair cleansing.
Conditioners - Provide superior hydration for natural hair patterns.
Styling Gels and Creams - Offer hold and definition without harm.
Treatment Masks - Target repair for textured hair needs.

Reputation

Pattern Beauty is recognized for addressing underserved needs in textured hair care with effective, safe products that promote self-celebration.⁴⁵ Enthusiasts value its focus on hydration and curl empowerment, driven by founder Tracee Ellis Ross's authentic involvement.¹⁶ Professionals note its strong DTC performance, with high-replenishment items like the leave-in conditioner.² No major criticisms identified in sources.

Sources (8)