Pattern expands clean beauty offering with new haircare range

Recently launched clean beauty brand Pattern has expanded its maiden product offering by rolling out a range of haircare products. Designed to address specific hair and scalp concerns, the new ‘Ultra Sensitive’ line has launched online across Pattern’s direct to customer e-commerce store and a range of multi-brand marketplaces.

“Indulge in Pattern’s Ultra Sensitive range, an extremely gentle and personalised hair care routine for your scalp,” announced Pattern in a press release. “The formulation is safe and hypoallergenic, gentle for allergy-prone skin. It leaves your hair detangled, soft and manageable, without any discomfort to the scalp.”
 
The haircare range is enriched with watermelon seed extract, edelweiss extract and strawberry seed extract, chosen for their ability to provide hydration without irritating sensitive skin. The range’s shampoo contains antioxidant properties and is a gentle cleanser for the scalp while the conditioner contains essential fatty acids to increase shine and moisture while making the hair easier to manage, according to the brand.
 
Pattern now counts 18 haircare products. In the 2025 financial year, the label also plans to launch a bath care range.
 
Pattern first launched in January 2024 following two years of research and development. The business uses plant based and non-toxic ingredients and its gender-neutral products are designed to help reduce confusion among consumers with its anti-clutter approach.