Pattern Beauty Expands Range for Straight Styling

Pattern Beauty, the brand behind innovative hair care solutions for textured hair, has taken a significant step into the world of straight styling with its latest product launch. The new additions to the Heat Collection line-up include a Vibrating Flat Iron, Detox Shampoo, and Blow Out Primer, all designed to cater to the diverse needs of hair enthusiasts.

The Vibrating Flat Iron is engineered with ceramic-coated, dual-action plates and 12,000 vibrations per minute. This innovative technology is said to reduce tension and snagging for a smoother glide through each pass, resulting in silky results with an effortless styling experience.

The new formulas designed to complement heat styling routines for blowouts and silk presses are Detox Shampoo and Blow Out Primer. Detox Shampoo is clinically proven to lift buildup, chlorine, and hard water minerals, while preserving essential moisture. On the other hand, 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 Pattern Beauty's Co-CEO, actress Tracee Ellis Ross, the brand has always been about giving its community the freedom to define beauty on their own terms. Ross stated that the brand listened to its consumers, who expressed a desire for more options for styling their hair, including straight styles. As a result, Pattern Beauty created these products as a natural extension of its 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.

### New Products

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

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