Tracee Ellis Ross’s company Pattern Beauty is expanding its global reach with availability in the U.K. beauty retailer Boots beginning June 29. Since its launch in 2019, Pattern Beauty’s mission has been to serve the needs of those with curly, coily, and tight-textured hair, as well as to celebrate the natural beauty of its multi-cultural community.  Today Pattern is available in Canada as well as in U.S. retailers Sephora, Ulta Beauty, Walmart, Target, and

Tracee stated, “Since the time we launched, the mission has not changed, the vision has not changed, it has only grown and expanded. We have set out to create a real, expansive relationship with our customers, with people who have contentious relationships with their hair, and who now love their hair. It has always been our goal to meet the needs of the curly, coily, and textured-hair community, across the globe.”

The Pattern collection will be merchandised a front-of-store fixture in more than 100 Boots locations, and then expand inline to more than 600 stores throughout the country beginning in early August. With 85 percent 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 to elevate their consumers’ hair regimen.

“While not all of Pattern’s customers are Black, we have always been centered around the celebration of Black beauty,” said Tracee. “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.”