06.29.22
Pattern Beauty is expanding.
The brand is marking its global expansion with an in-store and online debut in the UK at British beauty and health retailer Boots on June 29.
The brand is marking its global expansion with an in-store and online debut in the UK at British beauty and health retailer Boots on June 29.
“Since the time we launched, the mission has not changed, the vision has not changed, it has only grown and expanded,” said CEO Tracee Ellis Ross. “We have set out to create a real, expansive relationship with our customer, with people who had contentious relationships with their hair, now love their hair. It has always been our goal to meet the needs of the curly, coily and textured community, across the globe.”
Pattern’s core mission since its 2019 launch has been to serve the needs of the curly, coily and tight-textured community, to celebrate Black beauty and be an active space for uplifting and loving this community’s natural beauty. Since then, Ross has created a groundbreaking beauty ecosystem that allows Black women to feel seen, heard and celebrated.
"While not all of Pattern’s customers are Black, we have always been centered around the celebration of Black beauty," said Ross. "With Pattern now being available in the UK, I am reminded of the importance of being a Black-owned business in one of the country's largest retailers. Today, we are one step closer to creating an industry where the curly, coily and tight textured community is no longer overlooked or overshadowed. Instead, it is centered and celebrated."
The Pattern collection will start on a front-of-store fixture in over 100 Boots locations, then will expand inline at over 600 stores throughout the country in early August. With 85% of the UK population within 10 minutes of a Boots store, Pattern will ensure access to quality products nationally, offering its portfolio of nourishing, cleansing and styling products and tools, the company said.
Pattern Beauty first expanded to Canada in 2021.