Latest news with #PatternBeauty
Black America Web
2 days ago
- Entertainment
- Black America Web
Tracee Ellis Ross Reunites ‘Girlfriends' Cast In Pattern Commercial
Source: Courtesy / Pattern Beauty Tracee Ellis Ross is serving looks, laughs, and luscious curls in the first-ever brand commercial for her award-winning haircare line, Pattern Beauty. Read more and watch inside. Debuting on June 27, 2025, the vibrant ad features a nostalgic and joy-filled reunion of Ross with her Girlfriends castmates—Golden Brooks, Jill Marie Jones, and Persia White—set in a lively, upbeat lounge where hair is the main event. In the spot, Ross transforms into the 'Chief CURLtender,' a hilarious, all-knowing hair mixologist who whips up custom product cocktails for curly, coily, and tight-textured patrons in need of some serious hydration and definition. From swoops and slick-backs to voluminous curls and coils, each patron—including her beloved Girlfriends —gets a personalized formula that fits their texture and vibe. Ross makes it clear: 'Pattern has got you covered.' The commercial, produced by ATTN: and De La Revolución / Prettybird and directed by the talented creative 'child,' is a celebration of the rituals, textures, and energy that define the Black hair experience. For many fans, seeing the Girlfriends cast reunite for such a culturally intentional moment is a dream come true. 'Hair cocktailing is a common practice in our community—we layer gels, creams, and oils to create formulas that work best for our texture,' Ross said in a press release. 'This spot celebrates those rituals and reminds us that joy lives in our shared hair moments.' The director, child, who is also a member of the Pattern community, brought a distinct and personal touch to the project. 'I'm still pinching myself,' they said. 'Working with Tracee and the Pattern team was truly a dream realized.' Approaching its sixth year on the market, Pattern Beauty remains one of the few Black-founded and Black-owned brands that spans across wash, styling, heat, treatments, and tools. With its launch of this colorful, community-rooted commercial, Pattern is reaffirming its commitment to textured hair, creative self-expression, and Black beauty rituals. Fans can catch the commercial across streaming platforms like Roku, Hulu, Disney+, and Paramount+, with linear TV placements to follow. The message is loud and clear: whatever your texture, PATTERN is here to help you style it with pride. Be sure to follow @patternbeauty and join the #YourTextureYourStyle movement. SEE ALSO Tracee Ellis Ross Reunites 'Girlfriends' Cast In Pattern Commercial was originally published on
Business of Fashion
11-06-2025
- Business
- Business of Fashion
The Business of Beauty Global Forum: Tracee Ellis Ross on Community and the Power of Celebrating Differences
NAPA, CALIFORNIA — When actress and Pattern Beauty founder and CEO Tracee Ellis Ross was growing up, she often wondered if one day her counter could be lined by products that actually worked for her natural, textured hair. 'Little did I know,' she said on stage at The Business of Beauty Global Forum in Napa Valley, California, 'I was beginning my entrepreneurial, business-building, experiential [journey] to put together what became my brand Bible before I even met my partners.' Ross sat down with The Business of Fashion founder and editor-in-chief Imran Amed Tuesday to discuss the meaning of community, and how to create a brand that is rooted in celebrating its customers' differences rather than shared aspirations dictated by culture. The story of Ross' business began in her childhood, when it was rare to see Black women's natural hair on television. Back then, beauty products geared for natural hair framed curly, textured hair as a problem to be fixed, rather than a style to be emphasised or celebrated. It was this lack in representation of Black hair that drove Ross to dream of building Pattern Beauty. It was not an easy start. Ross drew initial scepticism when she eschewed the traditional route of partnering with hair stylists. 'Mostly, stylists had actually gotten my hair in trouble,' she said. 'They were not the people that taught me how to wear my hair naturally. The history of my family, the legacy of my life and others … and my own trial and error is how I discovered what worked for my hair.' Even so, Ross, who does not have a business background — she said that initially she didn't even know what a C suite was, joking, 'Don't you want to be in the 'A suite'?' — has scaled her six-year-old brand by focussing on the message that everyone's hair is unique. 'I don't want anybody to have my hair. I want people to have their hair. And the point is that they need to find the right products to support their hair, and that's what [didn't] exist,' Ross said. Pattern is now stocked at the likes of Ulta Beauty, Sephora and Boots. When it came to actually creating Pattern's product formulations, Ross selected manufacturers based in Los Angeles with whom she would work in close, face-to-face proximity, and personally tested 75 samples for the company's first seven SKUs. Ross remains heavily involved in product testing and recently learned there isn't just an absence in products for textured hair, but a glaring gap in the methodology for these products altogether in the testing phase. Last year, Ross learned that the lab Pattern used had eliminated testing for what's known as 'type-four hair,' or the most tightly coiled of hair textures, because the testing instruments were not effective. In response, Ross and Pattern Beauty VP of product development Ni'Kita Wilson worked with the lab to create workarounds, such as using silicon fingers that imitated consumers' fingers as they run through their hair and wide-tooth combs in lieu of the fine-tooth ones used before. The testing laboratory now implements the solutions Pattern Beauty helped to engineer as the standard method for testing curly hair. To Ross, a business that is centred on customers of colour, even amid broad rollbacks in DEI, is not only possible, but profitable. Calling on people to remember their humanity in whatever role they assume, she said, 'To me, the diversity of our humanity is what makes our world great. And in all honesty, it's also really good business.' The Business of Beauty Global Forum 2025 is made possible in part by our partners Front Row, Unilever Prestige, Citi, McKinsey & Company, Getty Images, Grown Alchemist and Stanly Ranch and our awards partners L'Oréal Groupe and Sephora. If you are interested in learning about partnership opportunities, please contact us here.
Cosmopolitan
30-05-2025
- Entertainment
- Cosmopolitan
Mahalia loves a Hydrafacial – here, she spills the tea on her go-to clinic, plus more beauty secrets
Here at The Cosmo Black Beauty Hub, we absolutely do not gatekeep, so when we get a chance to quiz some of our favourite Black women about their go-to beauty products, tips and treatments, we don't hold back – after all, that's how our Little Black Beauty Book Franchise was born. All the tea on our favourite star's life in beauty, served hot. This week, we caught up with British singer-songwriter and actress, Mahalia, to find out her top beauty tips, tricks and secrets – from her wash day hair routine to the stylist she's been going to since 14 years old, below, the star spills all the tea... Black beauty to me represents so many things. Creativity, strength, history and the richness of black identity. I absolutely love a Hydrafacial. I always leave feeling like a brand new button!!!! My skin feels so clean and young after. Skin and Sanctuary is my favourite place to go. The facial treatments are fab, and the clinicians are honestly brilliant. I always get a Hydrafacial! It's such a lovely, relaxing space too! At the moment, because of my boho braids, I don't really have a signature wash day routine. But when my curls are out, I use all Pattern Beauty. I use the Pattern Medium Shampoo twice before going into the Heavy Conditioner. I usually leave this on for about 30 minutes before washing it out. Then I use the Leave-In Conditioner from root to tip and go over the tips with the Argan Oil Blend Serum. Diffuse until almost dry and then let the air do the rest! Ah! My hairstylist is my go-to. He's been doing my hair since I was 14, and I wouldn't go to anyone else. Rio Sreedharan – collect your flowers, honey!!! I definitely had bad experiences growing up in Leicester. There were lots of salons that wouldn't touch my Afro when I was a kid, which messed me up a lot, I think. I was constantly confused about why they wouldn't cut it or style it, and I think it just amplified all of my insecurities about being different as a kid growing up in a majority white town. Weleda Skin Food. Ugh. My fave. I've honestly never had one! I love the idea of getting a lymphatic drainage but I've never actually been for one. I'm a high street, affordable girly mostly, but I am completely obsessed with the Dior Dreamskin Care & Perfect Le Fluide Perfecteur. It's so beautiful under makeup and keeps me feeling so hydrated. The £1 lipgloss in Paks at the counter. They're so sticky and a bit messy but my gos,h do they give you GLOSS!!! Dream Matte Mousse – when they only had about 10 shades. I spent every day of year 8 looking like Casper the ghost!!! My Made By Mitchell Curve Case. I love her. Can't go anywhere without her! Lia Mappoura (she/her) is the Beauty Writer at Cosmopolitan UK. Covering everything from viral celebrity hair and makeup news to the latest trend predictions, she's an expert in recognising the season's next big beauty look (before it ends up all over your social media feeds). You'll usually find her putting TikTok's recent beauty hacks to the Hype Test, challenging the gender-makeup binary and social stereotypes, or fangirling over the time Kourtney Kardashian viewed her Instagram Story (yes, it's true). Find her also on LinkedIn.
Vogue
22-05-2025
- General
- Vogue
The Best Curly Hair Shampoos to Give your Natural Texture TLC
Textured hair can't lather up without any care or thought behind product choices, and the best curly hair shampoos, are the equivalent of washing your face to ensure a clean canvas for the skin-care products that follow to do their magic. Specifically formulated to define curl patterns, fight frizz, and soften strands, these shampoos will help you hit the reset button with intention—and set the stage for your multi-step curly or wavy hair routine. 'A high-quality curly hair shampoo is designed to cleanse without stripping the hair of its natural oils,' says pro hair stylist and Pattern Beauty educator, Ebony Bomani, explaining that first and foremost curly hair types are thirsty for moisture, so your shampoo choice should be ultra hydrating to meet the cravings of your curls. Vogue's Favorite Curly Hair Shampoos In This Story Fellow pro hair stylist Ruslan Nureev adds that hair history can also impact whether curls are in need of some extra tender, love, and care. 'Consider if your hair is virgin, color-treated, or chemically altered. Otherwise, when talking about simply embracing your natural texture, I recommend prioritizing clean, high-quality ingredients that take cleanse thoroughly without stripping the hair,' Nureev tells Vogue, reminding us to avoid silicones and artificial fillers as harsh ingredients can manipulate natural curl pattern over time.
Business of Fashion
21-05-2025
- Business
- Business of Fashion
How an Indie Beauty Brand Finds Its Hero
When Beyoncé launched her beauty line Cécred in February 2024, critics were quick to question the premise: could a global superstar known for wigs, protective styles and high-glam extensions credibly sell haircare? Her response came not in words, but in a video of the musician parting her long, natural hair, walking viewers through her Cécred wash-day ritual. It was intimate, deliberate and effective. The message was direct, dispelling the myth that those who wear wigs don't have long and healthy hair. Fans weren't just convinced — they wanted in. By September, Cécred had its answer: the Restoring Hair & Edge Drops, which promised fuller, thicker hair, whether thinning was due to stress, hormonal shifts or styling tension. The product quickly became a bestseller, selling out repeatedly at Ulta Beauty and on Cécred's own website. Reddit threads and TikTok product reviews praised its performance, and word-of-mouth helped turn it, and by extension the brand, into a breakout hit. In less than a year, Cécred had found its hero. Beauty brands launch thousands of products each year — in makeup alone, more than 2,000 SKUs debut annually, according to data from Circana — standing out in a saturated market takes more than strong formulas, sleek packaging or even a following of 300 million-plus. It requires a hero product: the one item that cuts through the noise and elevates the entire brand profile. It's a proven strategy across the industry. Legacy players like MAC Cosmetics and Clinique have long relied on hero products to build brand equity and deepen consumer loyalty. But for independent brands, often operating without the capital, infrastructure or distribution muscle of larger conglomerates, the stakes are even higher. In a tightening market, a breakthrough product isn't just helpful, it is essential. Identifying the right product — and knowing when to double down — is key for indie brands aiming to scale and attract new customers. A successful hero can anchor brand identity, inform product pipeline decisions and influence both retail positioning and marketing plans. According to Sarah Lee, co-founder and co-CEO of Glow Recipe, the winning strategy is relatively simple: 'Launch, sustain and build.' Formulation First A product can only become a hero if it works consistently, visibly and better than what's already on the market. That was the strategy behind Pattern Beauty's leave-in conditioner, one of the first products to launch from the brand founded by actress Tracee Ellis Ross and incubated by the Beach House Group. From the outset, the team focused on solving two persistent pain points: delivering enough slip to detangle coily, tightly textured hair, while locking in moisture for curls that dry out more quickly. 'It wasn't about sacrificing one for the other. The formula had to have it all,' said Tiffani Carter, Pattern Beauty's chief marketing officer. Today, the leave-in conditioner accounts for nearly half of the brand's daily revenue on its direct-to-consumer site — and remains one of its highest-replenishment SKUs. A Palo Santo-scented variant launched in 2023. For skincare label Topicals and its Faded serum, the brand set out to destigmatise chronic skin conditions like hyperpigmentation and post-inflammatory discolouration, offering results without a prescription or dermatologist visit. Wrapped in playful pink packaging, the product aimed to make the typically clinical 'ointment aisle' feel more fun, said Roxana Ontiveros, Topicals' product marketing lead. The team initially worried that Faded's strong, sulphurous odour might alienate consumers. One Reddit user described it as 'wet cat food mixed with some kind of floral perfume.' But it ended up working in their favour, as consumers began to associate the scent with efficacy. 'It coincidentally ended up being something that really gave us a lot more authority and credibility in the clinical space,' said Ontiveros. From Hype to Habit Initial buzz can drive early sell-outs, but long-term success depends on sustained storytelling, consistent visibility and finding new ways to engage consumers. For skincare brand Glow Recipe, that meant continuing to invest in its hero SKU, the Watermelon Glow Niacinamide Dew Drops, even alongside new launches. It's 2023 Dew You campaign, featured models explaining their love for Dew Drops and ran on the brand's social platforms. Though the product was originally positioned as a brightening and glow-boosting serum, consumers began sharing their own use-cases: as a makeup primer, or mixed with other products for added shimmer. 'That drum beat over the years has helped people really understand that Dew Drops is a product to be used in a multitude of ways,' said Lee. Pattern Beauty takes a similar approach — treating its hero product, the leave-in conditioner, like a marquee launch several times a year. 'It gets all the marketing support a new product would — new model imagery, updated product visuals, on-site programming, influencer outreach, social activities and review campaigns,' said Carter. In summer 2023, Pattern focused an entire campaign solely on the leave-in. The key to that push, said Carter, was tapping into performance claims that immediately communicated why the product outperforms the competition. 'Why should I keep coming back as an existing customer, or why, as a new customer, should I choose this product over any other?' she said. 'Those are the questions we're always answering.' Build on the Success Strong hero products often set the stage for what comes next. For Glow Recipe, the way consumers used Dew Drops laid the groundwork for a broader Dew franchise, including Watermelon Glow Niacinamide Dewy Flush (a blush) and Hue Drops (a bronzer). Both products extend the original's glow-first positioning while expanding the brand's presence in colour cosmetics — without straying from its skincare roots. For Topicals, iterating on Faded became essential to addressing consumer concerns, particularly around the product's strong scent. The brand expanded into new offerings, including eye patches designed to target dark circles, which quickly became a go-to for travellers and celebrities alike. They also launched a body bar to combat hyperpigmentation. In March, Topicals re-released the Faded Serum in an odourless version to further broaden its appeal. The label's popular eye masks didn't just respond to a consumer need, they also helped redefine how and where skincare is used, said Ontiveros. 'We didn't anticipate how much the product would be taken out of the home,' she said. 'But the fun branding and portability made it feel different — more accessible, more wearable. It felt like an ad for the hero itself.'
