Pattern Beauty, the textured hair care brand founded by actress Tracee Ellis Ross, has expanded its Heat Collection line-up with a new hair tool, styling product and shampoo aimed at straight styling.
The Vibrating Flat Iron (US$119) is engineered with ceramic-coated, dual-action plates and 12,000 vibrations per minute, which is said to help reduce tension and snagging for a smoother glide through each pass, and deliver silky results with an effortless styling experience.
Designed for curls, coils and tight textures, the tool is also joined by two new formulas designed to complement heat styling routines for blowouts and silk presses: Detox Shampoo ($25) and Blow Out Primer ($27).
Detox Shampoo is clinically proven to lift buildup, chlorine and hard water minerals, with a gentle yet powerful formula that is also designed to preserve essential moisture.
A lightweight cream, Blow Out Primer prepares and primes damp hair before blow drying by shielding strands from heat, as well as easing detangling and guarding against humidity to quickly achieve smooth, long-lasting heat styles.
“Pattern has always been about giving our community the freedom to define beauty on their own terms,” said Ellis Ross, who also serves as Pattern’s Co-CEO
“Over the years, our consumers have shared with us that they want more options for styling their hair, including straight styles.
“We listened and created these products as a natural extension of Pattern’s commitment to textured hair, expanding our expertise into curl-conscious heat styling while honouring the versatility of our community’s hair journeys.”
The launch will be supported by a new campaign starring Ellis Ross, rapper Anderson .Paak with his signature sleek bob, and actress and singer Ryan Destiny, inspired by the visual language of late 1990s and early 2000s beauty campaigns and R&B music videos.
The campaign is said to capture the “joy, confidence, and anticipation of stepping out with freshly straightened hair”, while also “celebrating today's generation of curl enthusiasts who move effortlessly between natural straight styles, blowouts and everything in between”.
The range is available on patternbeauty.com and Ulta Beauty’s app, and will launch on Ulta.com on 19 August, followed by Ulta Beauty stores in the US on 23 August.
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