Black-ish star and former Girlfriends star, Tracee Ellis Ross has been many women’s “hair crush” for years. Just this week she announced the launch of her haircare brand that been in the making for the last 10 years. She calls it, Pattern Beauty, and it’s for curly, coily and tight textured hair.⁠ The products will be available on Monday September 9th at patternbeauty.com and on Sept. 22 at Ulta ($9 to $42).

Products include a shampoo, three targeted conditioners, a leave-in conditioner, two hair serums, a shower brush, a hair clip and a microfiber towel to enhance and nourish curls.

Ross said on Instagram that the brand was 10 years in the making, though she’d been dreaming of the concept for 20 years. Ross wrote her first brand pitch in 2008, after wrapping her TV show Girlfriends. As the new black-ish spinoff, mixed-ish debuts this fall, Ross explains how she spent two years working with chemists, explaining that she and her panel tested 74 samples in order to select the seven initial formulas with safe ingredients.

“@patternbeauty is here to empower,” Ross wrote. “@patternbeauty is for those of us who need more than a quarter size of product. large conditioner sizes that actually fulfill the unmet needs of our community. accessible pricing because everyone should have access to their most beautiful hair in their own shower, and gorgeous packaging that conjures the legacy of our history and makes us all feel like the royalty that we are.”

Naturalists will sure be doing unboxing and reviews about this product soon, so stay tuned.

Ross added, “I’m excited for PATTERN to join the natural hair movement, and to celebrate our hair for what it is: beautiful!”

The natural hair movement has indeed gained steam this year with laws passed in California and New York in July that ban racial discrimination on the basis of natural hair textures. Known as The CROWN (Create a Respectful and Open Workplace for Natural Hair) Act, the California law explains that the…

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