Pattern Beauty expands its heated tools category with new curling iron

Nearly six months after hiring co-CEO Christiane Pendarvis, 4-year-old hair-care brand Pattern Beauty is expanding its heated styling tools category.

Owned by consumer brand incubator Beach House Group, which has also built buzzy brands Béis and Florence by Mills, Pattern Beauty first entered the market in 2019. The brand launched with eight products, including shampoos, conditioners and hair serums. It first entered the heated tools category with the launch of a blow dryer, which retails for $189, in January 2023.

On the evening of March 19, Pattern Beauty released an ad campaign for its Interchangeable curling iron across its social media platforms. The campaign, which includes both video and photo elements, features co-CEO Tracee Ellis Ross alongside models with a variety of hair textures to show all the hairstyles that can be achieved with the iron. The same night, Pattern Beauty also hosted an IRL event in New York for editors to test out the product. Ross said additional in-person events, to promote the product to the brand’s larger consumer base, are in the works.

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