Tracee Ellis Ross' PATTERN Beauty Booms, Tapping $31B Market
Tracee Ellis Ross, the award-winning actor and producer, launched PATTERN Beauty in 2019 after a decade of meticulous planning. The brand aims to fill a gap in the beauty industry, catering to the often-neglected market of curly, coily, or tight-textured hair, which represents 65% to 75% of the global community.
PATTERN Beauty began with seven products and one retail partner, but has since expanded to over 50 products and 11 retail partners. The brand's success can be attributed to its commitment to creating products that work well and are not harmful, celebrating diverse beauty in all its forms.
Ross, who serves as the CEO and founder of PATTERN Beauty, remains fully engaged in the brand's creative and visionary aspects. She admitted that seeking expert advice has been crucial to her success, demonstrating her intentional and purposeful leadership. The brand's partnership with Beach House Group for consumer products has also been instrumental in its growth, with about 47 employees dedicated to the PATTERN Beauty brand.
With a total addressable market for textured hair products in the US estimated at over $31 billion, PATTERN Beauty is well-positioned for continued growth. The brand's commitment to diversity, inclusivity, and quality products has resonated with consumers, and its success is a testament to Ross's vision and leadership.
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