In the world of hair care, Autumn Yarbrough is a name synonymous with innovation, legacy, and a commitment to redefining standards. As the third generation in the hair care industry, Yarbrough’s journey has been shaped by her family's legacy and a deep understanding of the history of Black hair care.
Yarbrough's family has a deep-rooted history in the hair care industry, starting with her grandfather, Comer Cottrell Jr., who revolutionized the industry by making the Jheri curl accessible to the Black community through his brand, Pro-Line, in the 1970s. His groundbreaking work was highlighted in the recent Netflix documentary "The Black Beauty Effect".
Yarbrough points out the limited access to safe hair care products in the 1960s and 70s, leading to the use of alternative techniques and byproducts, such as bank grease from the 1800s. "It was made for us but we didn't have the access or the value of the cost, so he was able to provide that access," she shares of her grandfather’s Pro-Line.
Continuing the legacy, Yarbrough's mother, Renee Cottrell Brown, created the children’s haircare line Just For Me.
This legacy of breaking barriers and providing access to products tailored for Black hair continues to inspire Yarbrough in her work today.
A NU Standard for Hair Care
Yarbrough’s inspiration for her company, NU Standard, stems from her personal experience with hair challenges, particularly hair loss.
"It really came to a point with my own hair challenges,” the award-winning CEO shares. “Being third generation in the hair care industry is beyond exciting and a blessing, but it was the curse of hair loss that drove me to say, 'You know what? I need to do something.'"
This experience, combined with frustration over the lack of representation and innovation in the Black community within the hair care industry, led her to create a brand that aims to set new standards in hair care.
"I made a commitment that if we're going to do something differently, we're going to set a new standard,” she adds. “My focus is on the Black community, the textured hair community, the professional community, and the busy woman on the go."
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NU Standard also focuses on addressing the specific needs of 4C hair, a hair type characterized by tight curls and coils. Recognizing the unique challenges faced by individuals with 4C hair, Yarbrough aims to provide products that cater to its specific texture and needs.
Yarbrough explains, "4C hair has its own unique needs, and it's important to have products that are tailored to those needs. Hydration is key for 4C hair, as it tends to be drier and more prone to breakage. Our products are formulated to provide intense moisture and nourishment, helping to improve the overall health and appearance of 4C hair."
She also emphasizes the importance of manageability, stating, "Managing 4C hair can be challenging, but it's not impossible. Our products are designed to make styling easier and more manageable, helping you achieve the look you want without damaging your hair. We want everyone to feel confident and beautiful in their natural hair, regardless of its texture."
The Next Understanding
The name "NU Standard", which translates to Next Understanding, is also a reflection of Yarbrough's vision of revolutionizing the industry by ensuring that the Black community is involved in the research and development of innovative products from the outset. This commitment to inclusivity and representation is at the core of NU Standard's mission.
Yarbrough's vision for NU Standard extends beyond just creating innovative products. She envisions the company as a force for positive change in the industry, advocating for the visibility and recognition of Black-owned brands in mainstream retail spaces. Her goal is to see NU Standard products integrated into the mainstream hair care aisle, breaking away from the limitations of being relegated to a separate section.
"Another part of our next understanding is that hair is hair. It is not a race thing, it's a texture thing. It is deeper than race."
Looking ahead, Yarbrough sees NU Standard as a company that not only delivers innovative products but also gives back to the community. Her goal is to create a company that sets new standards in beauty while empowering and uplifting the community it serves.
"Share your story, let people know. Speak it into existence. Don't hide because when you do that, it takes longer for people to be aware," Yarbrough shares when asked about her advice for other entrepreneurs.
She also emphasizes the importance of integrity, highlighting the value her family placed on it in their business, saying, "Stand by your word. That's what my grandfather [Comer Cottrell] did all the time, and my parents, Renee Cottrell Brown and Eric Brown. They have taught me the power of integrity."
In honor of Black History Month, Yarbrough also encourages everyone to learn about the history of Black hair care and the contributions of African American inventors in the beauty industry. She hopes that through education and awareness, we can appreciate the rich heritage of Black hair care and work towards a more inclusive and equitable future in the industry.
To learn more about Yarbrough's journey and NU Standard, visit NU Standard's website.
