Tracee Ellis Ross fans were on the edge of their seats Sunday when the “Blackish” star shared a photo on Instagram with a curious caption: “I’ve got something to tell you but you gotta wait.”
Thousands of guesses instantly populated the comment feed—”There’s a ‘Girlfriends’ movie on the way?” and “You’re pregnant!?” were two top thoughts as her 6.8 million followers kept refreshing their apps. However, the news had nothing to do with the big screen and everything to do with filling a void in the hair-care space.
Today, the actress and social activist shared the launch of her new hair-care brand, Pattern—“specifically for curly, coily and tight, textured hair”—a secret she’s been keeping under wraps for a lot longer than the weekend. “@pattern beauty is the result of 20 years of dreaming, 10 years in the making (I wrote my first brand pitch in 2008, right when girlfriends finished ) and 2 years of working with chemists,” she shared. “I’m so excited to share this with y’all.”⠀
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As we can expect, the brand has a very specific goal in mind: “to empower and nourish curly, coily and tight-textured hair. 3b to 4c,” her latest Instagram caption reads. “The formulas are unique and packed with luscious & safe ingredients-trust me I know, because my panel and I tried 74 different samples to get these 7 formulas for phase one.”
The line officially launches online on September 9 before rolling out in 12,000 Ulta locations two weeks later. The lineup will initially include shampoo, three conditioners, a leave-in conditioner and two hair serums—along with extras such as a microfiber towel, rubber shower brush and a hair clip.
The best part? Prices range between $9 and $42, and in true Ellis Ross fashion, a percentage of sales proceeds will go towards non-profit organizations.
