Launched by founder and CEO Tracee Ellis Ross, the core mission of PATTERN is to serve the needs of the curly, coily and tight-textured community, to celebrate Black beauty and be an active space for uplifting and loving the community’s natural beauty. After 10 years of conducting her own market research and formulation, PATTERN launched in the US in 2020, comprising of an entire wash day routine: shampoo, conditioner, mist, and gel (plus styling tools and brushes), but for those of us eagerly watching on social media, it would be 2 more years before we could finally (!) shop the range in Boots for ourselves.
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