Tracee Ellis Ross: Redefining Beauty and Haircare with Pattern Beauty

From Hollywood to Entrepreneurship, Tracee Ellis Ross is Empowering Black Communities and Changing the Narrative on Natural Hair

Tracee Ellis Ross is more than just a celebrated actress and producer; she is a force in the beauty industry. Known for her iconic roles in Girlfriends and Black-ish, Ross has seamlessly transitioned into entrepreneurship, founding Pattern Beauty in 2019 with a mission to elevate and empower people with curly, coily, and textured hair. Through her brand, Ross is reshaping the narrative around Black beauty, combating hair bias, and encouraging self-love.

A Journey of Self-Acceptance

Tracee Ellis Ross's relationship with her hair has been a journey of self-acceptance. For years, Ross struggled to embrace her natural curls, often feeling disconnected from beauty standards that didn’t represent her. Today, she is a proud advocate for textured hair and is on a mission to help others feel the same.

Ross’s personal transformation is at the heart of Pattern Beauty. "My confidence has come from the collective energy of other women being transparent with me, holding my hands, locking arms for me, with me," she shares. This sense of solidarity and empowerment is central to the brand’s ethos, which celebrates individuality and the beauty of natural curls.

"Pattern was built on a commitment to expand how we communicate, care for, and celebrate the curly, coily, and tight-textured hair community," Ross explains. This deep commitment to fostering pride in textured hair is evident in every product, from the iconic Detangling Nectar to the specialized blow dryer designed for curly hair.

Embracing the Curly Community

Pattern Beauty’s success is not just a business achievement; it represents a cultural shift. Available at retailers such as Macy’s, Ulta Beauty, Sephora, and Boots, Pattern has expanded its reach, making it easier for consumers to access products that celebrate Black beauty.

Ross’s entrepreneurial journey isn’t just about products; it’s about changing the way society views Black hair. "I’ve always known that the beauty industry’s historical relationship with Black hair has been limited and in need of transformation," she said in an interview with CNBC in 2021. "Starting a brand that celebrates Black women is my life’s work."

Ross’s frustration with the lack of representation and diversity in beauty stores growing up fueled her desire to create Pattern Beauty. "Our little shelf space was at the back in a dark corner of the store, and it was the same product from when I was a child to when I was an adult," Ross recalls. Through Pattern, she is giving Black consumers the products and representation they’ve long been denied.

She also highlights the deep-seated issues of workplace hair discrimination, pointing out that Black women’s hair is 2.5 times more likely to be perceived as unprofessional, according to the 2023 CROWN Research Study by Dove. "Pattern is about creating a space where Black beauty is not just accepted but celebrated," she adds.

Changing the Conversation Around Black Hair

Ross’s entrepreneurial journey isn’t just about products; it’s about changing the way society views Black hair. "The premise of marketing is often you have a problem, and you need this product in order to fix your problem, and I disagree," Ross says. "I shop the most when I feel good about myself. And I think inherently when you’re talking about Black people, Black beauty, Black hair, that starting with this idea that there’s a problem is problematic.”

Pattern Beauty, on the other hand, flips this narrative. Instead of focusing on hair as something to "fix," Ross celebrates it as something to love. "We are here to celebrate the worthiness of textured hair, not to resolve it," she says, underscoring the brand’s core philosophy of promoting self-expression and confidence.

Pattern’s Expanding Impact

Ross is committed to spreading the love for textured hair beyond the retail shelves. In 2024, Pattern expanded its reach into professional beauty salons, offering training for stylists and discounts for salons wishing to incorporate Pattern products into their services. Additionally, the launch of the Pattern Blow Dryer, specifically designed for curly hair, further demonstrates Ross’s commitment to creating products that cater to the unique needs of textured hair.

"We are committed to helping people achieve their healthiest and happiest hair," Ross says, reflecting on the brand’s commitment to high-quality, thoughtful haircare. From selecting the best ingredients to creating formulas designed to nourish, hydrate, and define curls, Pattern Beauty is redefining what it means to care for textured hair.

Looking Ahead: Representation and Inclusion in Beauty

Ross is set to deliver a keynote address at NRF 2025, where she will discuss how she created a multimillion-dollar global brand centered on representation and inclusion. “Tracee Ellis Ross is also a trailblazer in the beauty industry, embracing both authenticity and inclusivity,” says Matthew Shay, NRF President and CEO. Ross’s journey from Hollywood to entrepreneurship serves as a beacon of possibility for anyone seeking to make a difference in their field.

Ultimately, Pattern Beauty isn’t just a brand—it’s a movement. It’s about rewriting the story of Black beauty, celebrating every curl, wave, and kink, and creating a world where people of all textures can feel proud of their natural hair. As Ross continues to build her brand and inspire others, it’s clear that her life’s work is just beginning.

"Through Pattern, we’re creating products that not only nourish your hair but also nourish your soul," Ross says. "It’s about showing up as your full, authentic self and owning your beauty."

Tracee Ellis Ross’s journey with Pattern Beauty is a testament to the power of embracing your natural beauty and standing up for inclusivity in every facet of life. Through her leadership and commitment to her community, she is changing the landscape of the beauty industry one curl at a time.