PATTERN Beauty by Tracee Ellis Ross launches globally with Cult Beauty

PATTERN Beauty by Tracee Ellis Ross, the new haircare brand designed for the curly, coily, and tight textured hair community, is launching globally online with Cult Beauty.

The award-winning brand is the brandchild of celebrated actor Ellis Ross and aims to celebrate Black beauty while working to be an active space for "uplifting and loving their community’s natural beauty".

Its new partnership with online beauty giant Cult Beauty builds on its recent expansion into the UK, EU and global markets and widens its footprint as a leader within the textured hair space and community. Having launched in the US in 2019, PATTERN first arrived in the UK in June via a partnership with Boots.

"With our ongoing expansion, PATTERN continues to deliver on our promise to make hydrating products available to the curly, coily and tight-textured community whether you're in France, Germany or anywhere else across the globe,” said PATTERN CEO and founder Ellis Ross. “Cult Beauty is the ultimate international destination for anyone looking for the next big thing, that 'cult' item you cannot live without. And that's PATTERN Beauty."

The range includes products for all textured hair individuals, from 3a - 4c hair, and the Cult Beauty assortment will introduce a range of products that everyone can mix and match. Products available in the Cult Beauty edit include Pattern Strong Hold Gel, the conditioners – lightweight, medium, heavy and intensive – and the famed styling tools, including an edge tool, shower brush and hair pick, as well as exclusive products new to the EU and UK market in the pipeline.

Prices for shampoos, conditioners and styling products range from £20-£25 while styling tools range from £9-£17.