PATTERN Beauty has excitedly announced that its expanding its fan-favorite Palo Santo Ensemble with two highly anticipated additions: Hydration Shampoo and Curl Gel.
The new products are infused with the brand’s signature Palo Santo scent, which gives off “notes of mint and citrus,” and a subtle woody fragrance. The launch now completes the luxurious haircare experience which already includes: Leave-in Conditioner, Curl Mousse, Medium Conditioner, and Styling Cream.
According to the beauty powerhouse, the Palo Santo Hydration Shampoo “gently cleanses and removes buildup while maintaining essential moisture.” It’s also essentially free of harsh surfactants, making it suitable for all curl types. The product has been clinically proven to boost hydration by up to 30 percent, ensuring curls stay nourished and refreshed with every wash. For styling, the Palo Santo Curl Gel “delivers a touchable, medium hold with zero crunch or flakes” made with the intent to deliver “four-times more curl definition, curl retention, and six-times more shine.”
The award-winning beauty line already offers an array of hair care products for kinkier textures, and even heating tools that include the 3-in-1 Pattern Interchangeable Curling Iron, Hair Steamer, and Blow Dryer, all available in the warm color of “caramella.”
Speaking with VIBE last year, the Girlfriends star explained the motivation behind creating her PATTERN Beauty line, which stemmed from heat damage.
“When Girlfriends finished, I looked in the mirror and I was like, ‘I feel like Joan, and I want to look like Tracee,” she recalled after getting her hair styled years ago. “I decided to go to a stylist that I had worked with and have her straighten my hair and she used a stove iron. I asked her, ‘Will my hair curl back up?’ She said yes, but my instinct was ‘no.’ My hair looked great, it was bone straight. But my hair did not curl back up and I lost my natural curl pattern.”
“And so, from the beginning of launching PATTERN, I have wanted to reintroduce heat in a way that our customer could have access to possibilities, explore new styles, cut style time down, and still keep the health of their hair up to par,” Ross added.
Tracee Ellis Ross attends the 2025 WWD Style Awards, Golden Globes at Four Seasons Hotel Los Angeles at Beverly Hills on January 03, 2025 in Los Angeles, California.
Phillip Faraone/WWD via Getty Images
The 52-year-old also shared why she chose the warm yellow-ish color as part of her brand’s identity.
“When we launched the blow-dryer, my dream was to create heat tools that looked beautiful in your bathroom and looked like something I had never seen,” she said. “Something that was aspirational and yet accessible, something that was beautiful and matched who we are as people — so, we came up with the ‘caramella’ color and extended that into the curling iron tools.”
Consumers can now shop the new Palo Santo products on PATTERN’s official website and Sephora.
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