SHOP NOW
FREE GIFT ON ORDERS $65+

+ save 20% on your favorites for a limited time!

SHOP THE SALE

ABOUT US

Made with love. Get to know us.

LEARN OUR STORY

CURL QUIZ

Find the right products for your unique hair pattern.

TAKE NOW

The Best of the Best, 20% Off

Our top-rated, most-repurchased products — 20% off, while it lasts.

  • PATTERN leave-in conditioner define & moisturize 25 FL OZ (740.0 ML) LEAVE-IN CONDITIONER When Your Hair Needs Lasting Hydration & Definition PATTERN Leave-in conditioner define & moisturize 9.8 FL OZ (289.8 ML) MOISTURE INFUSION Contains a blend of heavenly oils & honey, perfect for sealing in moisture SOFT CURL DEFINITION Formulated to provide additional light hold LUXURIOUS INGREDIENTS Contains Biotin, Coconut Oil, Tea Tree Oil, Sweet Almond Oil, Aloe Extract & Avocado Oil Leave-In Conditioner LEAVE-IN CONDITIONER 7x THE JUICY DOUBLE THE DEFINITION PATTERN leave-in conditioner define & mairterize 9.8 FL OZ (289.8 ML LEAVE-IN CONDITIONER 7X THE JUICY DOUBLE THE DEFINITION KEEP YOUR INCHES WITH 2X LESS BREAKAGE PATTERN leave-in conditioner defne & mainterize 9.8 FL OZ (289.8 ML PATTERN leave-in conditioner define & moisturize 25 FL OZ (740.0 ML) 2.5X MORE THAN FULL SIZE PATTERN leave-in conditioner define & moisturize 3 FL OZ (88.7 ML) PATTERN leave-in conditioner define & moisturize 25 FL OZ (740.0 ML) PATTERN leave-in conditioner define & moisturize 3 FL OZ (88.7 ML)
    #1 Bestseller

    Leave-In Conditioner

    Leave-In Conditioner

    7X the moisture, 2X the definition
  • PATTERN hydration shampoo gently cleanse & hydrate 25 FL OZ (740.0 ML) HYDRATION SHAMPOO When Your Hair Needs A Nourishing Cleanse PATTERN hydration shampoo gently cleanse & hydrate 9.8 FL OZ (289.8 ML) MOISTURE-RICH Contains Aloe Vera Leaf Juice, Coconut Oil & Honey for healthy & hydrated hair GENTLE FORMULA Cleanses your hair & scalp to remove build-up & dirt without stripping away moisture SAFE & CURL-FRIENDLY INGREDIENTS Cruelty-Free • Color-Safe • Free of Parabens, SLS/SLES, Phthalates & Formaldehyde Hydration Shampoo PATTERN hydration shampoo gently cleanse & hydrate 3 FL OZ (88.7 ML) Hydration Shampoo PATTERN hydration shampoo gently cleanse & hydrate 9.8 FL OZ (289.8 ML) PATTERN hydration shampoo gently cleanse & hydrate 9.8 FL OZ (289.8 ML) PATTERN hydration shampoo gently cleanse & hydrate 25 FL OZ (740.0 ML) Hydration Shampoo PATTERN hydration shampoo gently cleanse & hydrate 25 FL OZ (740.0 ML)
    Hydrating

    Hydration Shampoo

    Hydration Shampoo

    gentle moisture-rich cleanser
  • PATTERN curl gel shine, define & hold 25 FL OZ (740.0 ML) FREE OF PARABENS PROTEIN-FREE FREE OF PHTHALATES COLOR-SAFE SILICONE-FREE CURL GEL When Your Hair Wants Hold PATTERN curl gel shine, define & hold 9.8 FL OZ (289.8 ML.) NOURISHING INGREDIENTS Contains Aloe Vera, Coconut Oil & Cacay Oil CREAMY & SMOOTH FORMULA Provides effortless glide & slip to give coils life TOUCHABLE HOLD & DEFINITION Great for bouncy wash-&-gos, flexible braids & juicy twist-outs "My hair has movement, is soft & easy to maintain." - Tanica C. CURL GEL 4X MORE CURL DEFINITION 6X THE SHINE TOUCHABLE, CRUNCH-FREE HOLD 2.5X MORE THAN FULL SIZE PATTERN curl gel shine, define & hold 25 FL OZ (740.0 ML) CURL GEL a 4X MORE CURL DEFINITION 6X THE SHINE TOUCHABLE, CRUNCH-FREE HOLD PATTERN. curl gel shine, define & hold 9.8 FL OZ (289.8 ML) CURL GEL 4,700+ FIVE-STAR REVIEWS PATTERN CURL 9 el shine, define & hold 9.8 FL OZ (289.8 ML) PATTERN curl gel shine, define & hold 9.8 FL OZ (289.8 ML) LOVED THIS CURL GEL. MY CURLS WERE DEFINED, PLUMP & LIGHT -CANDICE B. PATTERN curl gel shine, define & hold 25 FL OZ (740.0 ML) PATTERN curl gel shine, define & hold 3 FL OZ (88.7 ML)
    Bestseller

    Curl Gel

    Curl Gel

    4X the curl definition, 6X the shine
  • PATTERN MOISTURE MILK LAIT HYDRATANT 88.7 mL C 3 FL. OZ. (US) Moisture Milk Moisture Milk Moisture Milk MOISTURE MILK When Your Curls Need Long-lasting Moisture PATTERN MOISTURE MILK LAIT HYDRATANT 354.9 mL e 12 FL OZ MOISTURE FOR DAYS Made to provide long-lasting, daily moisture & refresh twist outs & wash-&-gos. LENGTH RETENTION Rich Amla Oil, Irish Moss & Agave Nectar soften curls to reduce breakage. SILKY DEFINITION Finesses unwanted frizz & smooths flyaways. Moisture Milk Moisture Milk Moisture Milk PATTERN MOISTURE MILK LAIT HYDRATANT 88.7 mL C 3 FL. OZ. (US)
    Smoothing

    Moisture Milk

    Moisture Milk

    72 hours of moisture & softness*

for juicy & joyful curls

texture loving favorites to hydrate, define & moisturize your pattern

Shop by collection

STYLING

HOT TOOLS

CONDITIONER

SHAMPOO & PREPOO

DEFINE, HOLD & SAVE

Your go-to styling products, now part of our sitewide sale.

  • PATTERN +26% savings LIMITED EDITION PALO SANTO MINI STYLERS KIT TROUSSE DE MINIPRODUITS COIFFANTS AU PALO SANTO PATTERN PALO SANTO LEAVE-IN CONDITIONER APRÈS-SHAMPOOING SANS RINÇAGE : PALO SANTO 88.7 mL e 3 FL. OZ. (US) PATTERN PALO SANTO CURL MOUSSE MOUSSE POUR CHEVEUX BOUCLÉS : PALO SANTO 118.3 mL E 4 FL. OZ. (US) PATTERN PALO SANTO STYLING CREAM CRÈME COIFFANTE : PALO SANTO 83.7 mL E 3FL. OZ. (US) PALO SANTO LEAVE-IN CONDITIONER Aloe, Honey & Jojoba Oil Seals in moisture PALO SANTO CURL MOUSSE Shea Butter, Cacay Oil & Almond Oil Promotes hair retention PALO SANTO STYLING CREAM Marshmallow Root & Castor Oil Maintains smoothness PATTERN PALO SANTO LEAVE-IN CONDITIONER APRÈS-SHAMPOOING SANS RINÇAGE : PALO SANTO 88.7 ml e 3 FL. OZ. (US) PATTERN PALO SANTO CURL MOUSSE MOUSSE POUR CHEVEUX BOUCLÉS : PALO SANTO 118.3 mL. e 4 FL. OZ. (US) PATTERN PALO SANTO STYLING CREAM CRÈME COIFFANTE : PALO SANTO 88.7 mL e 3 FL. OZ. (US) LEAVE-IN CONDITIONER - curls - coils - protective styles CURL MOUSSE - wash & gos - finger coils - protective styles STYLING CREAM - twist outs - braid outs - bantu knots
    $38 Value

    Palo Santo Mini Stylers Kit

    Palo Santo Mini Stylers Kit

    pamper your sacred strands

  • PATTERN HEAT PROTECTANT PROTECTEUR THERMIQUE 118 ml. e 4 FL. OZ
    $211 Value

    The Heat Bundle

    The Heat Bundle

    for curlies, coilies & tight textures

  • PATTERN curl mousse volume & healthy hold 236.6 mL e 8 FL OZ CURL MOUSSE When your hair wants weightless hold & definition PATTERN curl mousse volume & healthy hold 236.6 mL e 8 FL OZ MAINTAINS VOLUME & DEFINITION Lightweight hold delivers body, minimizes frizz caused by humidity & holds styles in place. GREAT FOR VERSATILE STYLES Use to create a variety of styles from wash & gos, finger waves, roller sets, flat twists, braids & more... MOISTURIZING FORMULA No drying alcohols & contains Marshmallow Root & Castor Oil to maintain softness. CURL MOUSSE • crunch-free • no drying alcohols • flake-free • never heavy • never sticky MARSHMALLOW ROOT & CASTOR OIL maintains softness & smoothness. PATTERN curl mousse volume & healthy hoid 118.3 mL E 4 FL OZ PATTERN curl mousse volume & healthy held 236.6 mL e 8 FL OZ PATTERN curl mousse volume & healthy hold 118.3 mL E 4FL OZ Curl Mousse - PATTERN Beauty Curl Mousse being applied to long textured hair, with foam visible on strands. Curl Mousse - Hand holding spoon with white, fluffy curl mousse against warm orange background.
    Bestseller

    Curl Mousse

    Curl Mousse

    weightless volume & touchable hold
  • PATTERN PALO SANTO CURL GEL GEL POUR CHEVEUX BOUCLÉS : PALO SANTO 289.8 mL e 9.8 FL. OZ. (US) CURL GEL When Your Hair Wants Hold PATTERN PALO SANTO CURL GEL GEL POUR CHEVEUX BOUCLÉS PALO SANTO 289.8 mL e 9,8 FL. OZ. (US) NOURISHING INGREDIENTS Contains Aloe Vera, Coconut Oil & Cacay Oil CREAMY & SMOOTH FORMULA Provides effortless glide & slip to give coils life TOUCHABLE HOLD & DEFINITION Great for bouncy wash-&-gos, flexible braids & juicy twist-outs CURL GEL 4X MORE CURL DEFINITION 6X THE SHINE FREE OF PARABENS PROTEIN-FREE FREE OF PHTHALATES SILICONE-FREE COLOR-SAFE Palo Santo Curl Gel PALO SANTO CURL GEL GEL POUR CHEVEUX BOUCLÉS PALO SANTO 289.8 mL e 9.8 FL. OZ. (US) LOVED THIS CURL GEL. MY CURLS WERE DEFINED, PLUMP & LIGHT -CANDICE B. PATTERN PALO SANTO CURL GEL GEL POUR CHEVEUX BOUCLÉS PALO SANTO 289.8 mL e 9,8 FL. 2(0) PATTERN PALO SANTO LEAVE-IN CONDITIONER APRÈS-SHAMPOOING SANS RINÇAGE : PALO SANTO 289.8 mL e 9.8 FL OZ Palo Santo Curl Gel PATTERN PALO SANTO CURL GEL GEL POUR CHEVEUX BOUCLÉS PALO SANTO 88.7 mL e 3 FL. OZ. (US)
    non flaking

    Palo Santo Curl Gel

    Palo Santo Curl Gel

    4X the curl definition, 6X the shine

featured in

YOUR TEXTURE, YOUR ROUTINE

Products & picks made for every texture & every way you wear it.

Curly

SHOP NOW

Coily

SHOP NOW

tight texture

SHOP NOW

Protective Styles

SHOP NOW
5 women with natural hair

OUR MISSION

We exceed the beauty needs of our community.​

We are centered around the celebration of Black beauty.

​

We are dedicated to juicy & joyful hydration.​​

​

We invite you to embrace & love your whole self.​

GET TO KNOW US
Pattern Rewards
pattern rewards

Earn 1 point for every $1 you spend

subscribe & save

Enjoy 10% off when you subscribe

recycling program

Our packaging is 100% recyclable

our cause

Every order supports women of color