ReviewBeauty
PATTERN Beauty Review: Luxurious Care for Curls and Coils — Start With the Stylers, Not the Whole Line
PATTERN's stylers, especially the Strong Hold Gel and Styling Cream, win over testers with definition and a little going a long way. Results do vary by hair type and routine, though, and the floral fragrance divides people. Buy one or two hero products before committing to the full system.
rating 7.5 / 10
7.5/10
- Best for
- People with curly, coily and tightly textured hair (3B–4C) who want moisture-focused, beautifully packaged products from a brand built for their hair type
- Price
- ~$12 (tools) – $42 (leave-in conditioner); UK ~£9–£25patternbeauty.com
The shortlist
04 PRODUCTS · PRICES CHECKED AUTOMATICALLY
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Best Overall Pick Strong Hold Gel — ~$25 / £25 $12 PATTERN Beauty
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Best Value Styling Cream — ~$25 / £25 $12 PATTERN Beauty
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Premium / Upgrade Pick Leave-In Conditioner — ~$42 $12 PATTERN Beauty
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Approach With Caution Hydrating Mist — ~$18 $10 PATTERN Beauty
How this works — Links to shops may earn FailleGlam a commission. It never decides what we recommend, the score, or the order. Prices are read from each shop and shown with the time we last checked. How we review →
01 Why We Reviewed PATTERN Beauty
PATTERN was founded in 2019 by actor and entrepreneur Tracee Ellis Ross after a decade of development. She built it for curly, coily and tight-textured hair (3B to 4C) that mainstream brands had long ignored. The range covers the full wash-day routine: Hydration Shampoo, Heavy and Medium Conditioners, a Leave-In Conditioner, Styling Cream, Curl Gel and Strong Hold Gel, Hydrating Mist, oils and tools like an edge brush. Thoughtful details stand out. The conditioner bottles are larger than the shampoo because textured hair needs more conditioner, and the black-and-gold packaging feels properly luxurious.
The honest caveat is that results aren't universal. A full-range Grazia test concluded PATTERN "lives up to expectations," with the Strong Hold Gel as the standout. But one long-time curly-hair reviewer found none of the products met her standard, saying her hair looked fine on day one but "totally discombobulated" by day two. She also disliked the strong floral scent. Some items, like the Hydrating Mist and the oil serum with its small pump, were seen as less essential. Textured hair varies enormously, so PATTERN works best if you choose products for your specific needs.
02 PATTERN Beauty at a Glance
At a glance
- Founded
- 2019 — founded by Tracee Ellis Ross
- Product Category
- Curly and coily hair care — shampoos, conditioners, leave-ins, stylers, oils, tools
- Price Range
- Mist ~$18 / Gels & Styling Cream ~$25 / Heavy Conditioner ~$25 / Shampoo ~$38 / Leave-In ~$42
- Ships To
- USA, UK and selected international markets
- Made In
- Formulated in the USA
- Warranty
- Not applicable (consumables)
- Return Policy
- Check current terms on direct orders
- Available At
- patternbeauty.com, Ulta Beauty and other major retailers
- Review Count
- Strong retailer ratings; mixed independent curly-hair reviews
- FailleGlam Rating
- 7.5 / 10
03 What FailleGlam Found: The Honest Breakdown
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+01
✅ Built for 3B–4C hair. Formulas focus on moisture and definition for textures mainstream brands often overlook.
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+02
✅ Excellent stylers. Testers call the Strong Hold Gel a favourite for definition "without crispiness," and it's great for slicked styles too.
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+03
✅ A little goes a long way. The 443ml Styling Cream tub has a buttercream texture, and testers needed less product than they expected.
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+04
✅ Thoughtful design. Conditioner bottles are larger than shampoo, and tools like the vegan-bristle Edge Tool feel premium.
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+05
✅ Luxury feel, mid-range price. Most products cost $18–$42, or about £9–£25 in the UK.
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−01
❌ Results vary by hair. One experienced curly reviewer said results didn't last past day one.
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−02
❌ Fragrance divides people. The strong floral scent is loved by some and called "dated" by others. Sensitive noses should patch-test.
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−03
❌ Some items aren't essential. Testers questioned whether the Hydrating Mist is worth $18, and the oil serum's small pump makes it hard to apply to the scalp.
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−04
❌ The full system adds up. Buying shampoo, conditioner, leave-in and two stylers costs well over $150.
Our readPATTERN's hero stylers are excellent, but the whole line isn't equally strong. Build your routine gradually.
04 Best PATTERN Beauty Products Worth Considering
Based on independent tests and value per use, here's where to start.
PATTERN Beauty
Strong Hold Gel — ~$25 / £25
The favourite of Grazia's testers: defined curls without crunch, and hold that works for wash-and-gos and sleek buns. If you only try one PATTERN product, make it this one.
PATTERN Beauty
Styling Cream — ~$25 / £25
A large 443ml tub with a rich buttercream texture that goes a long way. It's ideal for twist-outs, braid-outs and softening curls before gel. It has the best cost per use in the range.
PATTERN Beauty
Leave-In Conditioner — ~$42
The foundation of the PATTERN routine for dry, thirsty coils. It's pricier, but worth it if your hair needs a strong moisture base under stylers. Test it with your usual styler first.
PATTERN Beauty
Hydrating Mist — ~$18
It smells lovely and refreshes curls on day two or three, but testers questioned whether it's needed. Water mixed with a little leave-in does a similar job for much less.
05 What Buyers Are Actually Saying
A beauty tester on the full range:
The brand lives up to expectations.
On the standout styler, the same test found the Strong Hold Gel created definition without crispiness, making it the tester's favourite.
— Grazia, editorial test
On the concerns side, a long-time curly-hair reviewer:
None of Tracee's Pattern Beauty products performed to my standard.
And on day-two results:
Totally discombobulated" by day two.
The pattern: testers who match the products to their hair love the stylers, while others found results or fragrance didn't suit them. That's why starting small makes sense.
06 PATTERN Beauty vs The Competition
| PATTERN Beauty vs The Competition | Our pick PATTERN Beauty | Camille Rose | Mielle Organics |
|---|---|---|---|
| Price Range | ~$18–$42 | ~$15–$35 | ~$10–$20 |
| Quality / Formulas | ✅ Moisture-rich, strong stylers | ✅ Botanical-rich | ✅ Popular, accessible |
| Hair Types | ✅ 3B–4C focus | ✅ 3A–4C | ✅ Wide |
| Fragrance | ⚠️ Strong floral | ⚠️ Food-inspired scents | ⚠️ Varies |
| Packaging | ✅ Luxury | ✅ Attractive | ⚠️ Standard |
| Value | ⚠️ Mid-range | ✅ Good | ✅ Budget-friendly |
| Unique Strength | Hero gel + cream | Natural ingredients | Price + availability |
| Best For | Luxury wash-day routine | Botanical lovers | Budget curl care |
07 Is PATTERN Beauty Right For You?
Perfect For
People with 3B–4C curls and coils who want definition and moisture, enjoy a luxury wash-day ritual, and want to support a brand built for textured hair.
Worth Considering If
You have fine or low-porosity curls. Start with the Curl Gel or a small amount of Styling Cream, since rich formulas can weigh finer hair down.
Skip It If
You're sensitive to strong fragrance, want the lowest-cost curl care, or already have a routine that holds definition for several days.
08 FailleGlam Recommends
PATTERN Beauty
PATTERN Strong Hold Gel + Styling Cream — ~$50 for both
These two stylers are the brand's best products: a cream for moisture and softness, then gel for definition and hold. Try them over your current shampoo and conditioner for a few wash days before adding the Leave-In or full wash-day system.
09 PATTERN Beauty — Questions We Get Asked Most
Q.01Is PATTERN Beauty good for 4C hair?
Yes. It's designed for 3B–4C, and the rich cream and strong-hold gel suit many 4C routines.
Q.02Is the PATTERN leave-in conditioner worth $42?
For very dry coils, yes. Try the styling cream first if you're on a budget.
Q.03PATTERN Strong Hold Gel vs Curl Gel — which should I choose?
Strong Hold for maximum definition and sleek styles. Curl Gel for a softer, lighter hold.
Q.04PATTERN vs Camille Rose — which is better?
PATTERN for hero stylers and luxury packaging. Camille Rose for botanical ingredients at lower prices.
Q.05Does PATTERN Beauty have a strong smell?
Yes, a noticeable floral fragrance. Some love it and others find it overpowering.