10/09/2026
A brand built on curls just launched a flat iron.
The alchemy of kink and curl pressed between heat and metal leaves a scent we all remember.
That ritual is what PATTERN Beauty fans kept asking for. Tracee Ellis Ross told Essence she heard “What about a flat iron?” a lot.
So she went looking for her champions. The bob is all over our For You pages right now, and the sleekest silk-pressed bob out there belongs to ._paak alter ego, DJ P*e .Wee. Add and her ultra-sleek styles, and the casting almost picks itself.
The rollout put the three of them in bob-offs and throwback vignettes of earth tones, vinyl, and black leather. Playful, and still soulful.
That’s what I’d sample. Instead of explaining the product, she cast people the audience already trusts to be silky, so the claim lands before any copy does.
What I’d flip: the campaign lives at the finished bob. I’d follow the round trip. In many homes, Fall means trading protective styles for a press, and spring brings the curls back. Ross said it herself: after the heat, “you can go right back into your curls.”
I remember my mother at the kitchen table before work, mirror ready, flat iron in hand. The press was armor she put on before heading into the trenches of hospital work. A hard shift would sweat it out, and the next morning she’d sit down and start again.
That’s the round trip I’d show. A curl brand selling heat works when the curls stay home base. Show the whole trip and the iron becomes part of the versatility PATTERN already stands for.
Brand folks, when your product stretches past what you’re known for, how do you keep it feeling like home?
The Dig #2 | PATTERN Beauty
Photo: Hazzan for PATTERN . Creative direction: Tracee Ellis Ross.
