"At NU Standard, we align authenticity, accountability, and inclusivity with innovation, ethical sourcing, and sustainability to deliver effective, eco-conscious solutions—empowering women, especially Black women and those with textured hair."

-Autumn Yarbrough, Founder

We identify with the suffering caused by hair loss and the emotional toll it takes. With over three generations of expertise in the haircare industry, NU Standard has built a wealth of knowledge about textured hair and haircare. This heritage gives us blending time-tested practices with modern innovation to create products that reflect deep-rooted experience, trust, and authenticity. Our commitment means addressing these challenges with empathy, honesty, and solutions that truly serve those who have been overlooked.

This is the cornerstone of our values, as we prioritize women, the Black community, and the textured hair community in our research and development, ensuring that our ingredients, practices, and formulations deliver efficacious results tailored to their unique needs.

We are deeply aligned with accessibility by creating a safe space where individuals can seek support and access products and resources without cost barriers, empowering them to take control of their hair wellness.

By holding ourselves accountable to the highest standards in all business activities—from ethical sourcing to product sustainability—we reinforce our dedication to making a positive impact on our customers and the environment.