Tracee Ellis Ross Launches a Hair-care Brand to Empower the Curly, Coily, Textured Community

Tracee Ellis Ross has starred on hit TV shows, interviewed Michelle Obama and helped found Hollywood’s gender equality movement Time’s Up. For her next big role? She says beauty mogul sounds nice: “From your lips to god’s ears!”

Today, the actress/producer/comedian/activist is announcing Pattern, a hair-care brand for the underserved curly, coily and tight-textured community available Sept. 9 at and two weeks later exclusively in 12,000 Ulta stores nationwide. Ross is the founder and chief executive officer of the brand, which has been a lifetime of dreaming, 10 years in the making, and two years of testing. And she has the 74 in-bathroom product test videos to prove it, which she’ll be rolling out online in the coming weeks.

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