NU Standard^® STORY

Autumn Yarbrough created NU Standard^® because products didn’t exist to solve the dryness, breakage, frizz, and hair loss challenges she faced daily – and she was tired of it.

It needed to make more sense, especially with how much she spent on haircare products. “With all the innovation, patents, and cutting-edge discoveries. I could not understand why results weren’t happening for me.”

Understand Autumn has always been a relentless go-getter and problem-solver. Instead of complaining to companies that did not care and people who could not help, Autumn decided to attack the problem herself – and that is how NU Standard^® was born.

For decades, there has been little R&D and innovation on how women with textured hair could better care for it.

“We won’t be last in line or left out anymore regarding haircare innovation. Dealing with the industry’s systemic issues forces you to choose purpose or profit,” Autumn said. “Think about it, salons and hair are probably one of the last segregated industries in America.”

The industry needs to consider the textured hair community when it begins the creative process of advanced science-based products because, traditionally, most companies don’t design products for porous and inelastic textured hair. Those customers should be prioritized.

Also, NU Standard® does not want women solely depending on wigs, extensions, and weaves because they can’t confidently wear their own hair due to the lack of innovative products to solve their problems. It should be a choice, not a constraint.

“We can sell off branding and popular trends, but I refuse to do so. The time is now to change the haircare landscape and commit to innovative textured hair solutions.”

Autumn’s grandfather, Comer Cottrell, Jr., started Pro-Line International, a global haircare company. Her parents led global haircare companies too. She has gleaned vast experience as a customer, daughter, and granddaughter of industry trailblazers.

“Obtaining shelf space is more accessible than getting top-quality products to help women with textured hair. Six decades after my grandfather began Pro-Line, the lack of innovative products is frustrating,” Autumn said. “I’m into eliminating the pain for my [Black] community, the textured hair community, career women, busy stay-at-home moms, and licensed professionals.”

Autumn grew up in the haircare industry amongst the most successful self-starters, so it’s no surprise she pioneered a hair wellness system that included all races and ethnicities to solve her biggest problems: dryness, breakage, frizz, and hair loss.

NU Standard^®‘s hair wellness system treats hair from the inside out and combats the harmful daily stressors that cause dryness, breakage, frizz, and hair loss.

This is achieved in three simple steps: nourish, treat, and care.

(1) NOURISH: Healthy hair starts from within. NU Standard^®‘s wellness products combat and prevent hair loss from unmanaged stress and nutritional deficiencies.

(2) TREAT: NU Standard^® has partnered with licensed professionals to provide a state-of-the-art bond builder treatment for in-salon use only to achieve long-lasting hydration and silky-feeling hair in only 2 steps with 2 products – HYDRASILK^®.

(3) CARE: Our day-to-day, travel-friendly, multifunctional, and water-free haircare products deliver high performance in seconds for the busy woman on-the-go.

NU Standard^® uniquely believes most hair problems can be resolved from the inside out, including the body, hair strands, and environment.

NU Standard^®‘s vitamins can improve their customer’s health internally to lessen hair shedding, strengthen hair follicles and improve scalp condition. HYDRASILK^® penetrates the hair strand to repair and hydrate while reinforcing the strand’s exterior. They even pay attention to their customer’s environment. Certain fabrics and showering with hard water can damage hair, as do ultraviolet rays and pollution.

NU Standard^® wants to catalyze change by concentrating on hair health and wellness since most companies focus on style. “When you don’t have any hair, what’s the point of styling,” Autumn said, “let’s be honest, good hair is hair that’s there.”

Also, D-I-Y exhausted Autumn. A.I. and social media influencers were not providing real solutions. She knew the importance of partnering with licensed professionals, the real hair experts, for NU Standard^®‘s hair wellness system to thrive.

Licensed professionals are the long-term key to healthier hair. They have the experience and knowledge to treat all hair types and hair conditions so women can achieve and maintain a lifetime of healthier hair.

“Our partnership with licensed professionals will make our hair wellness movement unstoppable,” Autumn said, “and this would help us get out there much quicker to shout from the mountaintops on how important hair wellness is…because it’s something we don’t discuss in our industry or community, especially for textured hair.”

The best way to do this is by being disruptive. The status quo must change. Autumn understands positive change is never easy, nor does it come without a good fight, but it’s essential, so she’s willing to wage the battle.

Women want the confidence that they can keep their hair for a lifetime. They want a hair health and wellness system they can trust. They want a NU Standard^®.

“It’s time for a NU Standard^®,” Autumn said. “Women want to keep their hair forever and keep it healthy and easily manageable. We can help them do it.”

“They deserve it, and we’ll give it to them even if we need to be disruptive.”