PATTERN Beauty is giving textured hair more ways to go straight — safely. Tracee Ellis Ross’s brand has expanded its Heat Collection with three new additions built for blowouts and silk presses: its first-ever Vibrating Flat Iron ($119), a Detox Shampoo ($25) and a Blow Out Primer ($27). The range launched on patternbeauty.com and the Ulta Beauty app, followed by Ulta.com on August 19 and Ulta Beauty stores across the US on August 23.

The flat iron is the headline act. Engineered with ceramic-coated, dual-action plates, it delivers 12,000 vibrations per minute, designed to help reduce tension and snagging for a smoother glide through each pass. The Detox Shampoo is clinically proven to lift buildup, chlorine and hard water minerals with a gentle yet powerful formula designed to preserve essential moisture, while the lightweight Blow Out Primer cream primes damp hair before blow drying, shielding strands from heat, easing detangling and guarding against humidity for smooth, long-lasting styles.

The launch came directly from the community. “Pattern has always been about giving our community the freedom to define beauty on their own terms,” said Ellis Ross, the brand’s founder and 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.”

A new campaign starring Ellis Ross alongside rapper Anderson.Paak, with his signature sleek bob, and actress and singer Ryan Destiny channels the visual language of late-1990s and early-2000s beauty campaigns and R&B music videos — capturing, in the brand’s words, the joy, confidence and anticipation of stepping out with freshly straightened hair. Since its 2019 debut at Ulta Beauty with seven hero products, PATTERN has built its name on listening first and building second. The Heat Collection expansion is that philosophy in action: curls, coils and tight textures deserve heat tools designed for them from the start, not adapted after the fact.

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