Tracee Ellis Ross Pattern Beauty is one of the most recognized founder-brand stories in the haircare industry. Her journey from personal hair struggles to a thriving business reveals what patience and clarity can build.
Tracee Ellis Ross’s Personal Hair Journey
Tracee Ellis Ross grew up without seeing her hair texture reflected in mainstream beauty imagery. She spent years working toward self-acceptance through her own natural curls. This personal struggle eventually became the foundation for her business idea. So, she began researching the haircare industry to understand the gap she wanted to fill.
Building Pattern Beauty From Scratch
She spent nearly ten years developing her brand before launch. She met with chemists, researched formulations, and pitched investors repeatedly. Many people told her no along the way. However, she used each rejection to sharpen her message and business plan.
Finally, in 2019, she launched Pattern Beauty with just seven products. The brand started small, with only four employees and one retail partner. Additionally, she focused the mission on celebrating textured hair rather than fixing it. This approach set the brand apart from typical haircare marketing.
Rapid Growth and Retail Expansion
Pattern Beauty grew quickly once it found its footing. The company expanded to more than 30 employees and 50+ products. Furthermore, major retailers like Ulta Beauty, Sephora, Target, and Macy’s picked up the line. She also introduced a blow dryer designed specifically for curly hair.
Beyond retail products, the brand entered the professional beauty salon market. It now trains stylists to work confidently with textured hair. Meanwhile, she serves as a diversity and inclusion advisor to Ulta Beauty.
Recognition and Impact
Tracee Ellis Ross has earned recognition as a Female Founder Honoree by Cosmetic Executive Women. She was also featured on CNBC’s Changemakers list in 2024. Beyond Pattern, she executive produced “The Hair Tales,” a docuseries about Black women and beauty. Today, she continues shaping conversations around representation in the beauty industry.