Our History: A Family Rooted in Haircare

"His way... their way... and now my way."

3 Generations of Haircare Innovation

-Autumn Yarbrough, Founder of NU Standard

1970: Two Air Force veterans, brothers James and Comer Cottrell, founded their haircare venture in Los Angeles with just $600 and a typewriter, driven by the vision to revolutionize Black haircare.
1979: Pro-Line Products changed the industry by introducing the affordable Curly Kit, making the Jheri Curl accessible to the masses and becoming an overnight sensation.

1980: Pro-Line relocated its headquarters to Dallas, Texas, moving into a state-of-the-art 100,000 sq. ft. building, cementing its position as a leader in Black haircare.
1980s Impact: Pro-Line grew into a multi-million dollar enterprise, establishing itself as a trusted name for innovative and affordable Black haircare solutions.

1990: Comer Cottrell, Jr. saved Paul Quinn College, Texas’ oldest HBCU, from bankruptcy, emphasizing his commitment to education and community empowerment.
1991: Renee Cottrell Brown redefined haircare for young Black girls, creating inclusive products and campaigns that still resonate today.

2000: After over three decades of success, Pro-Line merged with Alberto Culver, marking a new chapter for the company's global growth. (Alberto Culver was later acquired by Unilever in 2010.)
2000s Milestone: Second-generation leaders Renee and Eric Brown led all of Albert Culver textured haircare brands globally to uphold the legacy of Black beauty brands.

2010: Johnson Products returned to Black ownership under Renee and Eric Brown’s leadership, strengthening the foundation for future generations.
Late 2010s: The foundation was laid for a "NU" chapter in hair wellness, merging generational expertise with modern innovations.

2020: Autumn Brown Yarbrough, third-generation leader, founded NU Standard Beauty, carrying forward her family’s legacy while redefining hair wellness for modern times.
2021: NU Standard debuted its first product, TAKE N GO™ Daily Hair & Scalp Vitamins, focusing on simplicity and health-conscious solutions.
2023: NU Standard launched in 1,000 stores and online, gaining national recognition. The family was featured on Netflix's Black Beauty Effect, spotlighting their pioneering contributions.
2024: NU Standard continues to innovate, closing the inclusivity gap in haircare R&D, with groundbreaking products that champion hair wellness for all.

3 Generations, 1 Vision

OUR FAMILY'S MISSION

Our rich history highlights a journey of resilience, innovation, and legacy, inspiring generations to come while staying rooted in community and excellence.