Pattern Beauty Expands Range for Straight Styling

Pattern Beauty, a brand known for its textured hair care products, has expanded its offerings to cater to the needs of its customers who want to style their hair in different ways, including straight styles.

The new line includes a vibrating flat iron, Detox Shampoo, and Blow Out Primer, all designed to work together to achieve smooth, long-lasting heat styles. The Vibrating Flat Iron features ceramic-coated, dual-action plates and 12,000 vibrations per minute, which helps reduce tension and snagging for a smoother glide through each pass, and delivers silky results with an effortless styling experience.

The Detox Shampoo is clinically proven to lift buildup, chlorine, and hard water minerals, with a gentle yet powerful formula that preserves essential moisture. On the other hand, the Blow Out Primer is a lightweight cream that prepares and primes damp hair before blow drying by shielding strands from heat, easing detangling, and guarding against humidity.

According to Tracee Ellis Ross, Pattern Beauty's Co-CEO, the brand has always been about giving its community the freedom to define beauty on their own terms. The new products are a natural extension of Pattern Beauty's commitment to textured hair, expanding its expertise into curl-conscious heat styling while honoring the versatility of its community's hair journeys.

The launch will be supported by a new campaign starring Ellis Ross, rapper Anderson .Paak, and actress and singer Ryan Destiny. The campaign is inspired by the visual language of late 1990s and early 2000s beauty campaigns and R&B music videos, capturing 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 new 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.

| Product | Price | | --- | --- | | Vibrating Flat Iron | US$119 | | Detox Shampoo | $25 | | Blow Out Primer | $27 |

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