Pattern Beauty Just Launched in All Sephora Stores With a Brand New Product

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“Happy birthday to Pattern,” says Tracee Ellis Ross, CEO and founder of the brand, to commence yesterday’s New York City Pattern Beauty birthday bash. “Celebrating our second birthday by being in Sephora—WHAT! Come on now. Three big retail partners. It’s just bananas. And it doesn’t happen without all of you guys,” she continues, brightly addressing the crowd of about 10 people. “I could not be happier. I made a baby and it’s two! It’s the terrific two’s instead of the terrible…Even though we’re in this weird time, you have to take a moment to smell the flowers and look at what we’ve done.”

On August 25, Sephora unveiled it’s first-ever Black-owned brands campaign, which was made to spotlight black voices, creators and brand founders. In lieu of this effort, Sephora added more black-owned brands to its online repertoire—it currently has 16—and, per yesterday’s launch event, Pattern is officially in over 500 stores across both the U.S. and Canada.

“Many of the tools, techniques, iconic looks and trends in beauty exist because of the Black community, driven by Black beauty needs and innovation,” says senior vice president of merchandising at Sephora Priya Venkatesh, according to a release. “However, these contributions have historically been under-recognized or for most, unknown. At Sephora, we want to help move the conversation forward, bringing awareness and education surrounding the impact of Black beauty in our daily lives. This campaign spotlights our Black-owned brands, championing the excellence and efficacy of their innovative products, for all Sephora beauty shoppers. Through this campaign, we aim to make beauty a more welcoming, supportive, and collaborative space, for all.”

While the Sephora news is enough to spike our excitement for weeks, Pattern has more tea: On September 13, the latest launch, Styling Custard, will be released and the ingredient list is chock-full of hard-hitters. Featured on the label: flax seed, Irish moss and agave. Plus, it’s Pattern’s first product that is tested on children. The newbie is currently sitting in the gift bag that I received from the event, and I can’t wait to test it out on my curls.

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