Pattern Beauty, the hair care and styling range founded by Tracee Ellis Ross, has appointed Christiane Pendarvis as co-CEO. Pendarvis comes to the business from Savage X Fenty, where she was co-president.

“To be able to attract somebody of Christiane’s gravitas and business-building calibre is precisely what Pattern Beauty needs in order to continue executing on my vision for it to become the preeminent leader in the curly, coily and tight textured hair category,” said Ellis Ross in a statement.

A slew of celebrity beauty brands have launched in recent years, often securing big-box retailer partnerships and buzzy press mentions. But maintaining growth has proven more onerous as consumer fatigue around celebrity-led projects has set in.

Launched in 2019, Pattern Beauty is sold at Ulta Beauty, Sephora and Boots. Pendarvis will act alongside brand president Rachel Jonas Gilman. Ellis Ross is the majority owner of Pattern Beauty in partnership with brand incubator Beach House Group.

Editor’s Note: This article was updated on Oct. 12, 2023, to amend the company’s launch year.

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