Tracee Ellis Ross (shown above), who stars in the television comedy series Black-ish, entered the beauty business a few months ago when she launched Pattern, a hair care line for curly locks. Ross’ involvement is more than just posing for its ad campaigns — she owns a majority stake in the brand, and is its chief executive officer. 

Pattern is for all types of curly hair — from stretchy curls with bounce to tight coils. The products are unisex, and the brand’s white and saffron-colored packaging features bold black graphics for a genderless look.

Tubes dominate the line, and are used for its shampoo and conditioners. There are several types of conditioners, which are  essential for hydrating curls, including Medium Conditioner, Heavy Conditioner, and Intensive Conditioner. A Travel Bundle includes all three types in mini tubes, which allows users to try each to see which works best for their hair type.  

Ross is featured in the March issue of Entrepreneur, where she describes the brand’s launch party — and how she took a shower in front of the press (in a bathing suit) to demonstrate how she uses the products. Ross plans to expand the line soon and focus on styling products — and one day, a complete beauty line.

Ross is very involved with product development, and visits the lab to try every product herself. She found a partner to help launch the brand, Beach House Group — and it seems like a match made in heaven. Shaun Neff, cofounder of Beach House Group, tells Entrepreneur, “Because we’re on the operator side, we needed to make sure to find a true business partner, not just a celebrity talent who will lend some photo shoots and social media power.”r. So for me it was just like this angel fell out of the sky.” 

Pattern launched at Ulta’s 1,200 stores last September. Sales have doubled since the brand debuted, Entrepreneur reports.