3bs, 4cs, and everyone in between should get their wallets ready. Actress Tracee Ellis Ross is now the proud owner of a new haircare line made specifically for “curly, coily, and tight textured hair.”

Ellis’ new company, Pattern Beauty has been “10 years in the making.” On Tuesday (Sept. 3), Ellis took to Instagram to announce the launch of her business.

“Thrilled to introduce PATTERN // my new haircare brand specifically for curly, coily, and tight textured hair,” Ellis wrote in the caption of a post that featured the Blackish star nude with “sometimes it’s just all about the hair” written in white letters above her signature curly mane.
“@patternbeauty is the result of 20 years of dreaming, 10 years in the making (I wrote my first brand pitch in 2008, right when Girlfriends finished ) and 2 years of working with chemists. I’m so excited to share this with y’all, ” Ross continued.
“@patternbeauty is here to empower and nourish curly, coily and tight-textured hair. 3b to 4c. The formulas are unique and packed with luscious & safe ingredients-trust me I know, because my panel and I tried 74 different samples to get these 7 formulas for phase one.⁠”

Ross asserted that her new product is made especially for women who are a part of the natural hair movement and may need ⁠a little more product than the average haircare lines provides. She also noted that she wanted to make sure that Pattern is affordable.

DREAM COME TRUE ~ thanks for all the love

156.7k Likes, 2,022 Comments - Tracee Ellis Ross (@traceeellisross) on Instagram: "DREAM COME TRUE ~ thanks for all the love"

“@patternbeauty is for those of us who need more than a quarter size of product. large conditioner sizes that actually fulfill the unmet needs of our community. accessible pricing because everyone should have access to their most beautiful hair in their own shower, and gorgeous packaging that conjures the legacy of our history and makes us all feel like the royalty that we are,” Ross explained.
“I’m excited for PATTERN to join the natural hair movement, and to celebrate our hair for what it is: beautiful! The line will be available on patternbeauty.com this Monday, September 9 at 9am ET!!!! #RockYourPattern”

Ross also shared a photo on Instagram of herself holding up a bottle of her new product. “DREAM COME TRUE~ thanks for all the love,” Ross wrote.

Pattern Beauty officially launches on Monday, (Sept. 9) on the haircare line’s website. The site currently only has a video of Ross explaining her process in creating the line along with a countdown clock for the launch date.

Glennisha Morgan is a Detroit-bred multimedia journalist and writer. She writes about intersectionality, hip-hop, pop culture, queer issues, race, feminism, and her truth. Follow her on Twitter @GlennishaMorgan.