EVERY CURL HAS A STORY

OUR PROMISE

We will meet your hair where it is & empower your curl pattern.

We will give you access to your best curls in your own bathroom (or someone else’s).

We promise to nourish your hair with affordable and effective products & cherish your health with safe ingredients.

We promise to help keep your hair healthy & hydrated, juicy & joyful.

read our curl guide

PATTERN POSITIVITY

We hope to expand how we communicate, care for & celebrate our hair. We want to reimagine the language we use about our beloved curls & community.

Our texture is natural. It is us. And it is beautiful.

SEE OUR GLOSSARY

BORN FROM PASSION & LOVE

"I wanted to create a line of products that gave our hair the support it needed to be its true self.” - Tracee Ellis Ross

PATTERN focuses on healthy hair & encourages each hair texture to take up as much space as it desires. We search the globe for the best ingredients & review thousands of formulas with our chemists until we create the solutions to help you achieve your happiest hair.

WATCH TRACEE'S STORY

Love the hair you see first thing in the morning in your bathroom.

Be free. Embrace your gorgeous.

Wear your crown and your glory.

OUR VISION

May we support the curliest, coiliest &
tightest of hair textures.

May we embrace, love and celebrate our
community & the gorgeous hair we have.

May we know our hair is strong.
May we know our curls are flexible.
May we know our texture is resilient.
May we know our patterns are magic.

May our hair live its best life.

Pattern near you

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OUR CAUSE

PATTERN supports democracy, freedom & human rights through organizations that empower women & people of color. We are committed to exploring new ways to support initiatives that are leading in this transformative work. Learn more here