Pattern Beauty by Tracee Ellis Ross to launch in UK

Haircare brand Pattern Beauty is entering the UK market, launching exclusively online and in-store at Boots from 29 June 2022. 

Founded by US Actress Tracee Ellis Ross, Pattern Beauty aims to serve the needs of the curly, coily and tight-textured hair community and celebrate Black beauty.

The Pattern collection will start as a front-of-store fixture in over 100 Boots locations, with plans to expand the range inline at over 600 stores in early August.

Using ingredients such as Aloe Vera, Jojoba Oil and Shea Butter, the brand's products include a lightweight conditioner, cleansing shampoo, curl gel, styling cream and shower brush.

Tracee Ellis Ross, Founder and CEO of Pattern Beauty, said: “From the very beginning of Pattern, I set out to build a different kind of beauty company – one that is not just about brand sales, but expands the narrative around Black consumers. While not all of Pattern's customers are Black, we have always been centred around the celebration of Black beauty.

"With Pattern now being available in the UK, I am reminded of the importance of being a Black-owned business in one of the country's largest retailers. Today, we are one step closer to creating an industry where the curly, coily and tight textured community is no longer overlooked or overshadowed. Instead, it is centred and celebrated."