Tracee Ellis Ross reunited with her Girlfriends cast members Jill Marie Jones, Golden Brooks, and Persia White for the first commercial from her Pattern Beauty hair and body care line, available Friday, June 27, 2025. So this campaign, which champions black hair and immortal friendship, has fans of the cult 00s show absolutely giddy.
Tracee Ellis Ross-founded brand made when it came out with its first commercial to celebrate six years in the haircare space and the 25th anniversary of Girlfriends (2000–2008). The ad, which features the fan-favorite cast—Tracee Ellis Ross (Joan), Jill Marie Jones (Toni), Golden Brooks (Maya), and Persia White (Lynn)—is a colorful love-fest for Black hair care and sisterly love. In a stylish setting of a “Pattern Lounge,” the ad displays the winning chemistry of the cast as they slip into their iconic characters, raving about Pattern’s curl-centric products. The campaign is centered on elite “hair cocktailing,” a term used in the Black community to describe the layering of things like gels, creams, or oils to create bespoke haircare regimens. Ross plays the “Chief Curltender,” guiding her co-stars to their product matches made in heaven for their specific curl types, from flake-free definition to touchable hold and shine.
Girlfriends, which ran on UPN and, later, the CW from 2000 to 2008, followed four Black women in love, career, and friendship. A pioneering series created by Mara Brock Akil, it was revolutionary in the honest way it depicted Black sisterhood, far removed from contemporaries like Sex and the City. “Sex and the City was about dating with a friend group, but Girlfriends was about the ‘chosen family of sisterhood,’” Akil said, adding that Joan and Toni’s relationship was “the emotional core.” The series has stood the test of time, remaining a cultural obsession available to stream on Netflix even though die-hard fans are still mourning a cancellation that didn’t even get them a proper farewell.
The initiative sees the cast of Girlfriends reunite on screen for the first time since the stars appeared on Black-ish in 2019, which also starred Ross. The commercial cashes in on the series’ continued relevance and features the cast’s infectious camaraderie that you missed – and Maya’s melodrama, Toni’s shade, and Lynn’s ditsy sweetness! The campaign also aligns with Pattern Beauty’s commitment to championing and empowering curly, coily, and tightly textured hair. So Ross, who spent her Girlfriends days shopping in the kids’ section for haircare products, created Pattern to fill that void. The ad showcases the brand’s diverse product collection, which includes shampoos, conditioners, stylers, hot tools, and tools specifically designed for individuals with type 3B to 4C curl patterns.
Ross, the CEO and founder of Pattern Beauty, has been on the ground floor with the brand since its inception. The concept for Pattern was nurtured during her Girlfriends days, when she noticed the dearth of products suited for Black hair.
Launching in 2019 after 10 years of pitching and developing, Pattern was born, and Ross worked with chemists to develop formulas that actually worked. The spot takes place in a colorful production setting and features the cast’s natural chemistry but not Ross, who teased the reunion on Instagram: “Back together like we never left.” The result is a love letter to friends and fans, where laughs, heart, and hair care come together.
