Pattern’s 'Girlfriends' Ad Reinvents How Brands Use Cultural IP for Growth

A cult sitcom reunion just showed up where no one expected it: a hair care ad.

Pattern Beauty has launched its first television commercial, and Tracee Ellis Ross is making it unforgettable.

To mark the milestone, Ross brought together her former Girlfriends castmates Golden Brooks, Jill Marie Jones, and Persia White for a reunion that celebrates textured hair care in a salon-inspired setting.

The commercial, which premiered on July 27, highlights hair “cocktailing,” where textured hair products are mixed to suit personal needs.

Tracee Ellis Ross, PATTERN’s Co-CEO and founder, emphasized that the ad reflects real routines from the textured hair community.

“Hair cocktailing is a common practice in our community—we layer curl gels, creams, oils and more to create a personalized formula that works best for our own hair...

At PATTERN, our product formulas are made to be mixed without pilling or flaking, so we encourage cocktailing to find what works best for you and your unique texture."

In the ad, Ross steps into the role of “Chief CURLtender,” serving up personalized treatments from behind a sleek bar.

The cast exchanges jokes, re-creates their onscreen chemistry, and receives custom routines based on their hair textures.

From curl-refreshing gels to a moisture-rich “Thirst Trap” treatment, the product names match the campaign’s lighthearted tone while reinforcing the brand’s focus on function and individuality.

Pattern Beauty, founded in 2019, was created to fill a long-standing gap in the textured hair market.

Over the past year, the brand has increased its retail sales by 25% and improved brand recognition by 4%, according to The Business of Fashion.

These results came from expanded influencer collaborations, new customer targeting through paid social, and, more recently, this brand initiative aimed at TV audiences.

The new commercial runs across platforms like Hulu, Disney+, Paramount+, and cable networks.

Familiar Faces, New Mission

Bringing Girlfriends back into the spotlight isn't just about nostalgia.

More importantly, it is about introducing Pattern to customers who might not have known the brand’s full offering.

Ross, who serves as co-CEO, noted that many still don’t realize how wide the product range is, from shampoos and stylers to hot tools.

The spot coincides with the 25th year since Girlfriends first aired, adding emotional weight to the reunion.

Although there are no confirmed plans for a series revival, the ad offers a nostalgic connection for fans while highlighting Pattern’s evolving identity.

Ross will also appear in a new Roku series, Solo Traveling with Tracee Ellis Ross, set to debut this summer, where viewers can purchase Pattern products featured in the show using interactive TV shopping tools.

Pattern is taking a moment that could have been purely sentimental and turning it into something meaningful for the business.

The brand isn't just celebrating its growth.

It is redefining what culturally rooted beauty campaigns can look like.

Our Take: Is This Just Nostalgia or Strategic Genius?

This brand push doesn’t just reference a beloved show.

It reintroduces it with purpose.

Pattern brought the Girlfriends cast back together to connect trusted faces with a product story rooted in personal experience and identity.

For beauty and wellness brands, this signals the need to rethink how storytelling drives action.

Not through generic slogans or trend cycles, but through moments that reflect the lives and values of the people they serve.

Pattern isn’t chasing culture; it’s rooted in it.

Just like Pattern, Beyoncé’s Cécred explores the deep connection between hair, identity, and cultural storytelling in its debut campaign.