Tracee Ellis Ross has announced today (September 3) that she is launching a new haircare brand, Pattern, designed specifically for curly, coily, and tight textured hair. On Instagram, the actress, director and Time’s Up ambassador said she was excited for Pattern to “join the natural hair movement, and to celebrate our hair for what it is: beautiful!”

Pattern is Ross’s first foray into beauty and has been 10 years in the making, including two years spent working with chemists and sampling 74 different formulas on herself and a panel of women with 3b to 4c hair textures. 

The brand will launch with one shampoo, three targeted conditioners, a leave-in conditioner and two hair serums. The range also includes a rubber shower brush, hair clip, and a microfiber towel to protect curls. Products are priced between $9 and $42 because “everyone should have access to their most beautiful hair in their own shower,” she says.

Speaking to WWD, Ross said she could chronicle her journey with self-acceptance through her journey with her hair. “Beauty can be an aesthetics conversation, but the truth is for people of colour… beauty and how we express it and our hair and how it defies gravity can be political as well,” she says. “The culture of beauty has been so steeped in patriarchy, racism, and sexism for so long.”

“Pattern is about products made by and for us. And it’s about creating a space for a community that exists, to celebrate our beauty and magic,” she adds. 

Pattern will be available from September 9 on PatternBeauty.com and two weeks later exclusively in Ulta stores around the US.