Pattern

What Pattern does

Pattern Beauty is a privately held, celebrity-founded haircare brand established in 2019 by actress Tracee Ellis Ross, focused on the underserved textured-hair segment spanning curl types 3B through 4C. The company designs and sells a comprehensive product portfolio organized by hair density and porosity — including Heavy, Medium, Lightweight, and Intensive Conditioners, plus stylers, treatments, masks, oils, and scalp products — with clinically validated claims such as 4X curl definition, 7X moisture, 72-hour hydration, and reduced breakage. Formulas are clean (paraben-, sulfate-, silicone-, and phthalate-free), PETA-certified cruelty-free and vegan, and packaged in recyclable materials. Supporting tools include a Hair Steamer, combs, brushes, and clips; specialty collections (Palo Santo, Indigo Rain, Repair360) extend the franchise.

The business operates a dual-channel go-to-market: direct-to-consumer e-commerce on patternbeauty.com (Shopify-powered, with subscriptions, sample kits, bundles, BNPL via Afterpay, and shipping to 40+ countries) plus premium retail distribution through Ulta Beauty and Sephora, including an exclusive Ulta launch and Sephora rollout for the 2025 Pattern Body Collection. Customer acquisition combines celebrity-driven brand marketing, a robust content and education engine (Curl Guide, Curl Quiz, blog, glossary), a Creator Squad influencer program, and experiential retail presence at events like Ulta Beauty World.

Commercially, Pattern generates revenue primarily through one-time product sales supplemented by Subscribe & Save (10% recurring discount) and a tiered Rewards loyalty program (Community, Friends, Family). Average prices range from $4-$179, with most SKUs in the $22-$49 band. The company is led by Founder/CEO Tracee Ellis Ross and Co-CEO Christiane Pendarvis (joined from Savage X Fenty and Victoria's Secret). No institutional funding rounds or external investors are disclosed; the brand is operationally self-funded, with a 1% To Support Our Community charitable giving program and a 1% for Planet sustainability commitment embedded in the commercial model.

Name

Pattern

Legal name

Pattern Beauty LLC

Website

https://patternbeauty.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Pattern Beauty is a privately held haircare brand founded in 2019 by Tracee Ellis Ross, selling clean, clinically validated products for curly, coily, and tight-textured hair (types 3B-4C) through its DTC website, Ulta Beauty, and Sephora, with recent expansion into body care.

Ownership category

akta.pro rank

Product category

Textured Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)

Keywords

• Textured hair care
• Curly hair products
• Hair styling products
• Clean beauty brand
• Body care line

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Pattern Beauty generates primary revenue through its owned e-commerce platform (patternbeauty.com), selling haircare, body care, tools, and accessories directly to consumers with free US shipping on orders $65+. Subscription option provides 10% recurring discount.
2. Retail Distribution: Products sold through major retail partners including Ulta Beauty (exclusive body collection launch) and Sephora, generating wholesale and retail revenue through third-party channel distribution.
3. Body Care Line: Body collection expansion launched August 2025 with five products priced $32-$36, representing a new category revenue stream beyond core haircare offerings.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Pattern Beauty designs, brands, and sells hair care and body care products specifically formulated for people with curly, coily, and tight-textured hair (curl types 3B through 4C). The portfolio includes shampoos, conditioners, stylers, treatments, hair tools, and a body care line, sold via direct-to-consumer e-commerce and through major retail partners including Ulta Beauty and Sephora. The brand combines texture-first clean formulations with personalized recommendations via its Curl Quiz and AI-driven product matching.

Product overview

PATTERN Beauty is a hair care brand founded by Tracee Ellis Ross, specializing in products for curly and coily hair textures. The company offers a comprehensive portfolio organized around hair type and need: the core conditioner line (Heavy, Medium, Lightweight, Intensive) addresses different hair densities; styling products (Curl Gel, Styling Creams, Mousse, Edge Control) provide curl definition and hold; treatment products (Hair Serums, Hair Masks, Scalp Products, Repair360) target specific concerns; and body care extends the brand with the Pattern Body Collection. Supporting tools include the Hair Steamer, Wide Tooth Comb, Edge Tool, Shower Brush, and Hair Clips. Specialty collections like Palo Santo and Indigo Rain offer ingredient-focused alternatives. The product architecture follows a single-brand model with multiple sub-lines organized by hair type, ingredient focus, and product category, all available through e-commerce with personalized AI-driven recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Conditioners

Quantifiable outcome

• 4X more curl definition (Curl Gel)
• +8 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Christiane PendarviscoreStrategic or Co-development Partner · 12 June 2026Christiane Pendarvis, Co-CEO of PATTERN Beauty, brings over 25 years of omnichannel retail and digital commerce experience from leadership roles at Savage X Fenty, Victoria's Secret, and other retail brands. She was appointed to Shake Shack's Board of Directors, demonstrating her executive leadership and industry standing.
• Capital One BusinessminorGTM or Marketing Partner · 16 April 2026Capital One Business returned as lead partner for the Inc. Founders House event where Tracee Ellis Ross spoke. Capital One provides brand sponsorship and marketing support for the entrepreneurial networking event.
• IHG Hotels & Resorts (Regent Santa Monica Beach)minorOthers · 16 April 2026IHG Hotels & Resorts hosted the Inc. Founders House event at its Regent Santa Monica Beach property, providing venue and hospitality for the Los Angeles founder networking event.
• Pop Up MobcoreImplementation/ SI/ Consulting Partner · 16 April 2026Pop Up Mob designed and produced nine separate brand booth experiences for Pattern at Ulta Beauty World 2026, managing nine simultaneous production tracks from concept through fabrication and on-site execution for a combined 30-by-30-foot booth footprint. This was Pop Up Mob's second consecutive year producing for the event.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 16 April 2026Ulta Beauty is a major retail distribution partner hosting Ulta Beauty World 2026 expo where Pattern Beauty participated. The body collection launched exclusively at Ulta Beauty. Ulta Beauty reported over three million people in the purchase queue for the event.
• Spelman CollegeminorOthers · 25 June 2025Akuba Torvikey of PATTERN Beauty participated as a panelist in 'The Future is HER: Elevating Beauty Through AI' virtual event hosted by Georgia AIM and Spelman College, focusing on how AI is transforming beauty industry applications.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mielle Organics: Mielle is one of the leading textured and curly haircare brands, offering shampoos, conditioners, styling products, and treatments targeted at the same curly/coily consumer as Pattern. It is widely distributed in Ulta and other beauty retailers, making it a direct competitive peer.
• Carol's Daughter: Long-standing Black-founded textured haircare brand with shampoo, conditioner, styling, and scalp products. Distributed through mass and beauty channels, it overlaps with Pattern's core consumer and product range.
• Shea Moisture: Shea Moisture offers textured-hair shampoos, conditioners, stylers, and body care rooted in natural ingredients, sold through Target, Walmart, and beauty retailers. Overlaps with Pattern in target consumer, product format, and channel mix.
• Cantu Beauty: Cantu is a mass textured-haircare brand with extensive styling, conditioning, and treatment SKUs sold across mass and drug channels. Competes with Pattern for the curly/coily shopper, though at a more accessible price point.
• DevaCurl: DevaCurl is a specialist curly-hair brand offering cleansers, conditioners, and stylers targeting 2A-4C curl types. It overlaps with Pattern on curly haircare, though with more of a salon/professional heritage.
• Briogeo: Briogeo is a clean-ingredient focused haircare brand with strong Sephora presence and texture-inclusive positioning. It competes with Pattern in clean, performance-driven textured haircare at premium prices.

Emerging players

• Bread Beauty Supply: Bread Beauty Supply is an emerging textured-hair brand with shampoos, conditioners, and stylers focused on type 3-4 hair. Distributed at Sephora, it directly overlaps with Pattern's target consumer and channel.
• Moxie Beauty: Moxie Beauty is an emerging clean textured-haircare brand selling directly online with curl-type-specific regimens, competing with Pattern for digitally native curly/coily consumers.

Broad incumbents

• Ouai: Ouai, owned by Procter & Gamble, is a broader prestige haircare brand with texture-inclusive styling products and a Sephora-heavy distribution. It competes with Pattern at the premium end and benefits from P&G's scale.
• Olaplex: Olaplex is a global haircare brand with strong treatment and styling product lines sold across Sephora, Ulta, and salons. While not textured-hair specific, it competes for share-of-wallet on treatments and stylers in the same retail aisles as Pattern.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PATTERNBeauty
• Facebookfacebook.com/PatternBeauty
• Instagraminstagram.com/patternbeauty
• Pinterestpinterest.com/patternbeauty
• TikToktiktok.com/@patternbeauty?lang=en
• Xx.com/PatternBeauty
• LinkedInlinkedin.com/company/patternbeauty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pattern