In the world of textured hair care, PATTERN Beauty stands as a revolutionary force, created by award-winning actress and activist Tracee Ellis Ross to fulfill the beauty needs of the curly, coily, and tight-textured hair community. Launched in 2019 after more than a decade of development, PATTERN has transformed from a personal passion project into one of the most trusted names in natural hair care.
The brand represents a rare success story in the celebrity beauty space, built on over ten years of research and development, not just celebrity hype. Ross spent two decades dreaming, ten years developing the brand, two years working with chemists, and tested 74 samples before launching. This dedication to quality and authenticity has created a loyal customer base that continues to grow.
PATTERN's mission is clear: to exceed the beauty needs of the community through products centered around the celebration of Black beauty and dedicated to juicy and joyful hydration. The brand proudly identifies as Black-owned and Black-founded, and is PETA-certified, with products never tested on animals.
What sets PATTERN apart is its holistic approach to hair care. Every product is formulated specifically for curls, coils, and tight textures (hair types 3a-4c), addressing the unique needs that mainstream beauty brands have historically overlooked. The brand donates 1% of every purchase to a nonprofit of the customer's choice, demonstrating a commitment to social responsibility that extends beyond beauty.
Bestselling PATTERN Beauty Products: What Makes Them Special
Top-Rated Products That Define the Brand
1. Leave-In Conditioner
The Leave-In Conditioner for Curly & Coily Hair is PATTERN's top-selling product, essential for detangling, locking in moisture, and providing the perfect amount of definition. Customers consistently praise this lightweight formula for its ability to hydrate without weighing hair down.
User reviews highlight its versatility: one customer noted it provides soft hydration and keeps curls defined, while another mentioned it's suitable even for fine hair that easily gets weighed down. The product delivers slip, shine, and hydration while maintaining a light feel—a rare combination in leave-in conditioners.
2. Hydration Shampoo
Designed specifically for curls, coils, and tight textures, the popular Hydration Shampoo gently clears away buildup and dirt without stripping moisture. This sulfate-free formula (free of SLS & SLES) provides gentle cleansing while maintaining the hair's natural oils and hydration levels.
Reviews consistently praise the Hydration Shampoo alongside the Medium Conditioner for keeping natural curly hair soft and hydrated. The product addresses a common challenge for textured hair: finding a shampoo that cleanses effectively without causing dryness or damage.
3. Styling Cream
The Styling Cream creates touchable hold while nurturing and defending locks from future breakage, making it ideal for perfecting twist-outs, bantu knots, and other go-to styles. This multipurpose product works on both wet and dry hair, making it incredibly versatile for various styling needs.
One reviewer noted it delivers great hold and definition, calling it the first product in over a decade to truly maintain curl definition. The cream strikes the perfect balance between hold and flexibility, allowing hair to move naturally while maintaining style.
4. Curl Gel
The Curl Gel surprised many users with its unique formulation. Unlike traditional gel textures, it features a smooth, creamy formula that provides hold without flaking. This product is particularly popular for achieving slick, defined styles without the crunchiness associated with typical hair gels.
Multiple reviews highlight the Firm Hold Gel for delivering slick, flake-free hold, making it a staple for wash-and-go styles, sleek updos, and defined curl patterns.
5. Intensive Conditioner
The Intensive Conditioner is specifically designed to suit low porosity hair, providing deep moisture and repair for strands that resist hydration. This rich formula penetrates the hair shaft to deliver lasting moisture and improve manageability.
6. Hydrating Mist
The Hydrating Mist features a milky formula designed to refresh and reactivate curls between wash days, particularly beneficial for dry, frizzy, knotty, or tangled hair. It's perfect for second-day hair revival and maintaining moisture throughout the week.
Hair Tools and Accessories
PATTERN extends beyond just products to offer essential tools:
- Microfiber Hair Towel: Similar in quality to premium hair towels but more affordable, perfect for plopping or scrunching dry
- Shower Brush: Designed for gentle detangling while cleansing
- Hair Picks: Great quality picks for thick hair, perfect for fluffing roots and creating volume
- Edge Tool: For precise styling and edge control
- Hair Clips: Sectioning clips for easier styling
The Body Collection Expansion
In August 2025, PATTERN expanded beyond hair care to launch a Body Collection featuring routine-focused formulas that exfoliate, cleanse, protect, and deeply moisturize. This expansion reflects Ross's holistic approach to self-care, extending the brand's philosophy of "juicy & joyful" care from hair to skin.
Sales Events and Special Promotions
Regular Promotional Calendar
PATTERN Beauty runs various promotional campaigns throughout the year, providing multiple opportunities to save on premium hair care products.
Seasonal Sales
The brand typically offers enhanced discounts during major shopping periods:
- Black Friday/Cyber Monday: While specific 2026 promotions aren't yet announced, historical data shows significant discounts during this period
- Holiday Season: Extended return periods and gift sets with added value
- New Year Sales: Fresh start promotions in January
- Summer Sales: Mid-year clearance and seasonal bundles
Ongoing Promotions
Current offers include up to 20% off select items, with the brand offering more than 113 discount codes over the past year. Recent promotions have included:
- 15-20% off sitewide promotions
- Free gifts with purchases over $65
- Bundle deals with savings up to 30% on styling products
- Free shipping on orders over $50-$75 (threshold varies by promotion)
Best Times to Shop
Based on historical data, the optimal times to purchase PATTERN products include:
- Major Holiday Weekends: Memorial Day, Labor Day, and Independence Day often feature flash sales
- Product Launch Events: New product releases frequently include introductory discounts or bundles
- Brand Anniversary: September marks the brand's founding, often celebrated with special promotions
- End of Season: Clearance events to make room for new inventory
How to Save Money on PATTERN Beauty Products
Strategic Shopping Tips
1. Join the Pattern Perks Rewards Program
The free Pattern Perks rewards program is one of the easiest ways to maximize your beauty budget, earning 1 point per $1 spent. Members receive additional points for:
- Leaving product reviews
- Following on social media
- Birthday rewards
- Exclusive member-only promotions
Points can be redeemed for discounts, such as $10 off for 100 points.
2. Subscribe and Save
PATTERN's subscription service ensures you never run out of your favorite products while saving on every order. Benefits include:
- Automatic delivery on your schedule
- Ability to apply additional promo codes
- Skip or cancel anytime
- Never pay for emergency replacement products
3. Email Newsletter Subscription
Signing up for email updates provides a 10% off one-time use coupon for your first order, plus ongoing notifications about:
- Exclusive email-only deals
- Early access to sales
- New product launches
- Special promotional events
4. Referral Program
Share PATTERN with friends by sending them a 20% off discount code for their first $75+ order, and earn 150 rewards points once they make a purchase. This creates value for both you and your friends.
5. Bundle Purchases
PATTERN offers various bundles like the Mini Stylers Bundle, providing opportunities to try multiple products at discounted prices. Full-size bundles offer even greater savings while ensuring you have a complete hair care routine.
6. Shop Value Sets
Full sets and mini collections come at prices already below market value, and promo codes can be added for even more savings. Mini sets are particularly valuable for testing products before committing to full sizes.
7. Use Cashback Programs
Shopping through Rakuten provides 4% cash back on PATTERN Beauty purchases, plus a $10 welcome bonus for new members. Other cashback platforms may also offer rewards.
8. Compare Retailer Prices
PATTERN products are available at multiple retailers (Sephora, Ulta, Target, Amazon, Macy's), each with their own promotional schedules. Price comparison can yield significant savings, especially during retailer-specific sales events.
9. Follow Social Media
Instagram, TikTok, and Facebook accounts often announce flash sales and exclusive promo codes. Social media followers sometimes receive special discount codes not available elsewhere.
10. Buy Now, Pay Later Options
PATTERN accepts payment through services like Sezzle and Afterpay, allowing you to split purchases into four interest-free payments. This makes premium products more accessible without credit card interest.
Finding Coupons, Deals, and Offers
Reliable Coupon Sources
Official PATTERN Channels
- PatternBeauty.com: Check the homepage for current site-wide promotions
- Email Newsletter: Exclusive subscriber-only codes
- Social Media: @PatternBeauty on Instagram, TikTok, and Facebook
- Pattern Rewards Portal: Member-exclusive offers
Third-Party Coupon Websites
Multiple coupon aggregation sites track PATTERN Beauty codes, with top sites including WorthEPenny, CouponChief, DontPayFull, SimplyCodes, and Coupons.com. These platforms verify code functionality and track success rates.
In the past 30 days, WorthEPenny members reportedly saved an average of $23.39 using PATTERN Beauty coupon codes.
Browser Extensions
Automatic coupon applications like Honey, Capital One Shopping, and Rakuten's browser extension can test multiple codes at checkout to find the best discount automatically.
Current Promotional Codes (Subject to Change)
Typical discount ranges include:
- 10-15% off for first-time customers
- 15-20% off for email subscribers
- 20-30% off during major sale events
- Free shipping codes for orders over minimum thresholds
- Free gift promotions with minimum purchase amounts
Pro Tips for Code Success
1. Understand Code Restrictions
Codes often have restrictions such as being valid only on certain products, bundles, or order amounts, with some limited to first-time customers or requiring minimum spend.
2. Check Exclusions
Bundles, new launches, or limited editions are frequently excluded from discount codes. Heat tools and certain special collections may also be ineligible.
3. Avoid Stacking Issues
PATTERN's checkout system does not allow code stacking—you can't combine a welcome discount with a referral reward. Choose the code that provides the greatest savings.
4. Try Different Devices
Codes that don't work on mobile may function on desktop, and clearing browser cache can resolve issues related to old session data.
5. Watch for Auto-Applied Promotions
Some discounts apply automatically at checkout, and manually entering a code on top of an auto-applied promotion will be rejected. Remove auto-applied deals to test your code.
Timing Your Purchases
On average, PATTERN provides 0.7 discount coupons per month, with approximately 45 days between releases. Understanding this pattern helps you time purchases for maximum savings.
Payment Methods Accepted
Comprehensive Payment Options
PATTERN Beauty accepts all major credit cards including Visa, Mastercard, American Express, Discover, JCB, and Diner's Club. Beyond traditional credit cards, the brand offers extensive digital payment options:
Digital Wallets
- PayPal
- Apple Pay
- Google Pay
- Amazon Pay
- Shopify Pay
Buy Now, Pay Later Services
- Afterpay: Split purchases into four interest-free payments
- Sezzle: Flexible payment plans with no hard credit checks
Subscription Payment Management
For subscription customers, payment methods can be changed by navigating to My Account → Manager Subscription → Billing Information. This flexibility ensures continuous service even when payment details change.
Security Measures
PATTERN uses state-of-the-art SSL (secure sockets layer) encryption to protect personal information from unauthorized access, with secure servers utilizing advanced encryption and firewall technology throughout the ordering process.
Customer Reviews: Real Experiences from Real People
Positive Feedback Highlights
Product Effectiveness
Many customers report that PATTERN delivers defined, hydrated curls across various textures, with the Firm Hold Gel and Leave-In Conditioner receiving particular praise.
One enthusiastic customer shared: "I went through so many products that I grew tired wasting money and time. I was about to give up on my natural hair journey until a friend told me about PATTERN. Before trying it, I bought the entire collection as my last attempt. After one usage, I knew I found the holy grail."
Quality and Formulation
A satisfied customer wrote: "Overall, PATTERN Beauty has exceeded my expectations with its high-quality, thoughtfully formulated products. My hair has never looked or felt better, and I am beyond satisfied with the results."
Hair Texture Inclusivity
The brand has successfully addressed skepticism about products working for 4c hair textures, with coily-haired customers becoming brand evangelists after experiencing results.
Tool Quality
Customers appreciate the high-quality accessories, particularly noting that Afro picks handle thick hair well and the hair towel provides excellent value.
Scent and Packaging
Multiple reviews mention loving how PATTERN products smell and their iconic, recyclable packaging featuring bold yellow and white designs with black graphics.
Constructive Criticism
Price Considerations
Some customers note that products are "a little spendy compared to other brands that work just as well", though many feel the quality justifies the cost.
Individual Variation
Not every product works for every hair type. Some users report the Hydration Shampoo stripped their hair of natural oils, while others find certain conditioners don't provide enough slip.
Packaging Issues
A few customers wish packaging was better designed to prevent product waste trapped in containers.
Ingredient Preferences
Some reviewers prefer more natural formulations and wish the products were curly girl method-approved.
Balanced Perspectives
The overall sentiment reflects high product satisfaction with acknowledgment that hair care is highly individual. Rakuten customers consistently describe their PATTERN Beauty shopping experience as "easy and seamless," with one noting, "The products are for anyone with patterns in their hair".
Return and Exchange Policy
Standard Return Policy
PATTERN believes in their products and offers refunds for customers not satisfied with any order placed through www.patternbeauty.com within 30 days of the purchase date.
How to Request a Return
To request a refund, email hello@patternbeauty.com with your order number in the subject line (starting with "Pattern#") and a brief message explaining the reason for your refund request.
Important Return Details
- You are responsible for paying your own shipping costs for returning items, and shipping costs are non-refundable
- If you receive a refund, the cost of return shipping will be deducted from your refund
- International orders: duties and taxes are non-refundable (except for defective or damaged products)
- Gift cards purchased on the site are non-refundable
Return Address
Include your order number and mail all PATTERN items to the address provided by customer service (do not use the address on packaging).
Damaged or Defective Products
If your item arrives damaged or defective and you would like a refund or replacement, contact customer service at hello@patternbeauty.com within 60 days of the purchase date. Include:
- Your order number in the subject line
- Photo documentation of any reported damage or defect
Merchandise Returns
Merchandise such as clothing, accessories, and bags can be returned, but the brand is unable to accept returns for liquids, tools, and replenishable items. Items must be:
- Unworn with no stains
- Returned in the original plastic bag
Exchange Policy
Unfortunately, PATTERN does not offer exchanges at this time. For different products or sizes, customers must process a return and place a new order.
Final Sale Items
Items marked final sale at the time of purchase are nonrefundable.
Refund Processing
Customers will receive an email confirming their refund or will be contacted by a Customer Care representative within 48 hours after the company receives the email. Refunds are issued to the original payment method and may take up to 10 business days to process fully.
Holiday Extended Returns
During holiday periods (typically November-December), PATTERN often extends return windows to 45+ days, making it easier for gift purchases.
Retail Partner Purchases
Orders placed with retail partners (Sephora, Ulta, Target, etc.) are subject to the refund and return policy of each retailer. Contact the retailer's customer support team with your original dated receipt.
Contact Information
Customer Service
Email: hello@patternbeauty.com
Customer Care Hours: 9am-5pm PT, Monday through Friday (excluding US national holidays)
Physical Address
Pattern Beauty LLC El Segundo, CA
Response Times
The customer care team typically responds within 48 hours of receiving inquiries.
Social Media
- Instagram: @PatternBeauty
- TikTok: @PatternBeauty
- Facebook: Pattern Beauty
- YouTube: Pattern Beauty
- Pinterest: Pattern Beauty
Founder Contact
Tracee Ellis Ross maintains personal social media accounts (@traceeellisross) where she actively engages with the PATTERN community and shares hair journey insights.
When to Contact Customer Service
- Order status inquiries
- Shipping address changes (if order hasn't been processed)
- Damaged or defective product reports
- Return and refund requests
- Product recommendations and usage questions
- Technical website issues
- Subscription management assistance
- Payment and billing questions
International Customer Support
PATTERN ships internationally and provides customer support for international orders, though duties and taxes are the responsibility of the customer at the time of delivery.
Frequently Asked Questions (FAQs)
Product Information
Q: Are PATTERN products suitable for all hair types?
A: PATTERN was inspired by robust variations of curl patterns, designed specifically for curly, coily, and tight-textured hair (types 3a-4c). While formulated for textured hair, the brand believes hair doesn't have a gender or race.
Q: Are PATTERN products tested on animals?
A: No. PATTERN products are never tested on animals, and the brand is PETA-certified.
Q: Where are PATTERN products made?
A: PATTERN products are proudly made in the USA utilizing domestic and imported components, while tools and accessories are made in China.
Q: Are PATTERN products sulfate-free?
A: Although products are not completely sulfate-free, they are free of SLS & SLES (harsh sulfates), using plant-based surfactants instead.
Q: Is the packaging recyclable?
A: Yes. All tubes and bottles are made of recyclable plastics and resins.
Q: Can children use PATTERN products?
A: Formulas were not designed for children and are recommended only for children 6 and up, as they weren't tested to be tear-free.
Shopping and Orders
Q: What is the minimum order for free shipping?
A: Free shipping is available on eligible products when you spend at least $50. The threshold may vary during promotional periods.
Q: How long does shipping take?
A: Orders typically arrive within 3 to 5 business days for standard shipping within the US.
Q: Can I change my shipping address after ordering?
A: Contact hello@patternbeauty.com immediately—in some cases, addresses can be changed if the order hasn't been processed yet.
Q: Does PATTERN ship internationally?
A: Yes, PATTERN offers international shipping. Duties and taxes are charged at delivery and are non-refundable.
Q: Can I track my order?
A: Yes. An email will be sent with shipping confirmation and tracking information once your order ships.
Rewards and Promotions
Q: How does the Pattern Perks rewards program work?
A: Members earn 1 point for every $1 spent, plus additional points for leaving reviews and following on social media.
Q: Can I use multiple promo codes?
A: No, PATTERN's checkout system does not allow code stacking. Choose the code offering the best discount.
Q: How often does PATTERN release new coupon codes?
A: On average, PATTERN provides 0.7 discount coupons per month, with approximately 45 days between releases.
Subscription Service
Q: How do I change my subscription delivery address?
A: Navigate to My Account → Manager Subscription → Subscription → Edit.
Q: Can I pause my subscription?
A: Yes, you can pause your subscription in the My Account section, but note that if it's within 48 hours of your next billing date, the next order will still be billed and shipped.
Q: How do I cancel my subscription?
A: Email hello@patternbeauty.com requesting cancellation or log into your subscription account through email reminders.
Returns and Customer Service
Q: What is the return window?
A: 30 days from the purchase date for standard returns, or 60 days for damaged/defective items.
Q: Are all products returnable?
A: Merchandise like clothing and accessories can be returned, but liquids, tools, and replenishable items cannot be returned.
Q: What if I have an allergic reaction?
A: Discontinue use and consult your physician immediately, then contact PATTERN at hello@patternbeauty.com to report the product and reaction. The brand recommends performing a spot test if you have heightened sensitivity.
Brand and Social Responsibility
Q: What organization does PATTERN support?
A: PATTERN is proud to partner with the African American Policy Forum (AAPF), a social justice think tank focused on issues of gender and diversity, providing quarterly financial donations.
Q: What percentage goes to charity?
A: 1% of every PATTERN Beauty purchase is donated to a nonprofit of your choice.
Why Choose PATTERN Beauty
PATTERN Beauty represents more than just another celebrity hair care line. It's a brand built on clarity and longevity, with founder Tracee Ellis Ross spending over a decade refining her vision before launching. The result is a product line that genuinely serves the needs of textured hair while celebrating Black beauty and promoting self-love.
The brand's success lies in its authenticity. Ross used rejection and feedback to articulate her vision with clarity, ensuring the brand didn't rely solely on her celebrity but on product quality and customer retention. When examining metrics like customer retention, repeat purchases, and long-term value, it becomes clear that PATTERN's success is about the product itself.
From the bestselling Leave-In Conditioner to the innovative Curl Gel, from comprehensive bundles to individual styling tools, PATTERN offers a complete ecosystem for natural hair care. The brand's commitment extends beyond products to encompass social responsibility, sustainable packaging, and genuine community support.
Whether you're just beginning your natural hair journey or are a seasoned curl expert, PATTERN Beauty provides the tools, products, and support needed to embrace your natural texture with confidence. With multiple ways to save money, flexible payment options, and a customer-focused return policy, trying PATTERN has never been more accessible.
Visit PatternBeauty.com today to explore the full collection and join the community celebrating curls, coils, and tight textures. Your hair deserves products created specifically for its unique needs—and PATTERN delivers exactly that, with authenticity, quality, and joy.
