Our History | Three Generations of Haircare Innovation | NU Standard

Three Generations. One Unfinished Mission.

A Legacy Built on Innovation, Community, and Courage

1970s–1980s

WHERE IT ALL BEGAN

1970: THE BEGINNING

1970 — Built From Vision, Not Resources

Two Air Force veterans and brothers, James and Comer Cottrell Jr., launched their haircare venture in Los Angeles with just $600 and a typewriter. Their goal was bold: create accessible, high-quality haircare for a community the industry overlooked.

1979: A CULTURE SHIFT

1979 — The Curly Kit That Changed Everything

Pro-Line revolutionized the industry with the affordable Curly Kit, making the Jheri Curl accessible to the masses. What began as a product became a movement — redefining self-expression, confidence, and cultural visibility.

1980s: SCALING IMPACT

From Vision to Industry Leader

In the 1980s, Pro-Line relocated to Dallas, expanding into a 100,000 sq. ft. headquarters. The brand grew into a multi-million-dollar enterprise, proving that community-rooted innovation could scale without losing purpose.

1990s–2000s

EMPOWERMENT BEYOND HAIR

EDUCATION & COMMUNITY

Haircare With Responsibility

In 1990, Comer Cottrell Jr. helped save Paul Quinn College, Texas’ oldest HBCU, from bankruptcy — reinforcing the family’s belief that education and empowerment are inseparable from community wellness.

INCLUSION FOR THE NEXT GENERATION

Representation Starts Young

In 1991, Renee Cottrell Brown redefined haircare for young Black girls, creating inclusive products and messaging that empowered confidence early — impact that continues today. (Note: Look at Autumn Yarbrough to the right in yellow)

A GLOBALCHAPTER

A Legacy Expands

After more than three decades of success, Pro-Line merged with Alberto Culver, bringing textured haircare to a global stage while preserving the integrity of Black beauty brands.

2010s

PREPARING FOR WHAT WAS MISSING

INDUSTRY EVOLUTION

The Industry Evolved — But the Gaps Remained

Innovation accelerated, but hair was still treated as surface-level. Stress, nutrition, hormones, health, and lifestyle were rarely part of the conversation — even though they clearly influenced hair health.

A PERSONAL AWAKENING

When Hair Challenges Become a Wake-Up Call

For Autumn Yarbrough, hair challenges evolved from stress and genetics into deeper autoimmune realities. It became clear: hair challenges are often symptoms — not the root cause.

A NEW RESPONSIBILITY

Whole-Body Hair Wellness Was Missing

With limited transparency and accountability across the industry, the responsibility to do better became personal — and necessary.

2020s–PRESENT

THE NEXT CHAPTER

2020–2021: A NU STANDARD

2020 — A Legacy Reimagined

Third-generation founder Autumn Brown Yarbrough launched NU Standard Beauty — honoring her family’s legacy while redefining hair wellness through a whole-body lens.

In 2021, TAKE N GO™ Daily Hair & Scalp Vitamins debuted to support real lives, real routines, and internal health.

PRODUCT + RETAIL IMAGERY

Innovation Meets Visibility

NU Standard expanded into over 1,000 stores and online, introducing HYDRASILK™ through NU Standard PRO — bridging professional services with internal hair wellness.

That same year, the family’s impact was featured on Netflix’s Black Beauty Effect.

TODAY & BEYOND

Unfinished Business

Each generation did it their way.

Each generation changed the industry.

NU Standard exists to raise the bar — with transparency, responsibility, and whole-body hair wellness at the center.

LEGACY DOESN'T STAND STILL — IT EVOLVES

Discover how NU Standard carries three generations of expertise into a modern approach to whole-body hair wellness.

👉 Explore the Founder’s Story

👉 Explore Hair Wellness Solutions

HISTORICAL HIGHLIGHTS

Black Hair History: PRO-LINE and Founder COMER COTTRELL, JR.

KUT RADIO AUDIO INTERVIEW

In Black America: Black Haircare Manufacturers featuring Comer Cottrell, Jr. and Cornell McBride

March 18, 1986

D MAGAZINE EDITORIAL

A Dream Deferred: With Comer Cottrell’s money and support from both Blacks and Whites, Paul Quinn College…

May 1, 1991

NEW YORK TIMES EDITORIAL

Comer Cottrell, Who Got Rich on Hair Curl…

October 3, 2014