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.