Tracee Ellis Ross, the founder of Pattern Beauty, is expanding her brand with the launch of Pattern Body, a new category that encompasses body care products. This move has been on her mind since the inception of Pattern in 2019. Ross highlights that her vision extended beyond just hair care; she wanted to create a holistic approach to beauty that includes hydration and routine for the entire self. The introduction of body products is a natural evolution of her brand, reflecting her commitment to serving the unique needs of diverse communities, particularly those with curly and coily hair textures who often face hydration challenges.
The development of the Pattern Body line took over three years of careful research, testing, and refinement. Ross felt the time was right to introduce these new products, as she had already established a strong connection with her customer base. At the heart of the Pattern philosophy is a focus on superior hydration, which is essential not only for hair but for the skin as well. This expansion aims to cater to a broader audience while specifically addressing the hydration needs that many people, especially those with textured hair, experience.
During the product development process, Ross noticed a trend in the industry referring to the “skinification of hair,” which involves treating hair care like skin care by emphasizing hydration and personalized routines. This sparked her idea of creating a line that applies similar principles to body care. She humorously coined the phrase “the hairification of skin,” emphasizing her desire to create products that recognize the importance of hydration in maintaining healthy skin, just as it is for hair.
The Pattern Body Collection features an array of five meticulously formulated products designed to exfoliate, cleanse, nourish, and moisturize. Each item is infused with the brand’s signature scent, “Midnite Amber,” combining notes of musk, bergamot, citrus, and florals. The range includes a Dry Exfoliating Body Scrub, Moisturizing Body Wash, Nourishing Body Oil, Hydrating Body Lotion, and Moisture Rich Body Cream, all thoughtfully designed to penetrate the skin without leaving a greasy residue. The vibrant packaging, described by Ross as a “Sweet Tomato” hue, adds a pop of color to any beauty regimen, merging aesthetics with function.
As the launch date approaches, the anticipation is palpable. The Pattern Body line is set to be available on the brand’s website before arriving at major retailers like Ulta Beauty and Sephora. Industry experts predict robust sales for the new collection, with estimates suggesting it could generate between $10 million to $15 million in its first year. Ross’s excitement about the products is evident; she emphasizes the satisfaction derived from using a cohesive line that meets her hydration needs while looking beautiful on display.
More than just a business, Ross envisions Pattern Beauty as a celebration of Black beauty while remaining accessible to everyone. She is proud of the brand’s growth, having created a multimillion-dollar enterprise that prioritizes the hydration needs of its customers. In recent developments, Ross appointed Christiane Pendarvis as co-CEO to enhance the company’s scaling strategies, indicating her commitment to growth and innovation. Together, they aim to redefine success for Pattern, embracing creativity and community needs as they continue to expand the brand’s offerings.