THE PRINCIPLES THAT GUIDE EVERYTHING WE DO
NU Standard was built from lived experience, not trends. Our values reflect what we’ve learned through generations in haircare, personal health challenges, and a belief that hair wellness is deeply connected to the whole body.
They guide how we formulate, how we partner, and how we show up for our community.
WHOLE-BODY HAIR WELLNESS
Hair reflects the health of the whole body
We believe hair wellness goes beyond strands and scalp. It’s influenced by internal balance, hydration, nutrient absorption, stress awareness, and lifestyle factors.
Rather than chasing quick fixes, we focus on supporting the systems that influence hair over time and respecting the body’s natural timeline.
What this means in practice:
✔️ A systems-based approach to hair wellness
✔️ Real results over shortcuts
✔️ Long-term consistency, not overnight promises
SCIENCE-LED, ALWAYS
Grounded in research. Guided by experts.
Education and evidence matter. Every formula and decision is informed by science and developed in collaboration with biologists, chemists, formulators, and trusted suppliers.
As research evolves, so do we, because innovation in wellness should never stand still.
Our commitment:
✔️ Science-led formulation
✔️ Thoughtful ingredient selection
✔️ Continuous learning and improvement
CONSISTENCY OVER PROTECTION
Progress happens through daily habits
Real life is busy. Stress is real. And perfection isn’t realistic.
We believe meaningful progress comes from small, consistent habits that fit into everyday routines. Our products are designed to support real people, real schedules, and real lives.
Why it matters:
✔️ Sustainable routines last longer
✔️ Consistency builds confidence
✔️ Wellness should feel supportive, not overwhelming
TRANSPARENCY & INTEGRITY
Trust starts with clarity
Transparency is not optional, it’s foundational.
We believe you deserve to understand what’s in your products, why ingredients are included, and how they’re designed to support the body. From sourcing to formulation, integrity guides every step
You can expect:
✔️ Clear ingredient intent
✔️ Responsible sourcing
✔️ Honest communication
RESPECT FOR INDIVIDUAL JOURNEYS
No two hair journeys are the same
Hair challenges can be influenced by many factors — stress, genetics, hormones, autoimmune challenges, environment, nutrition, and more.
We honor that complexity by offering support, education, and flexibility — not one-size-fits-all promises.
Our approach:
✔️ Inclusive and non-judgmental
✔️ Rooted in understanding, not assumptions
✔️ Designed to evolve with you
PARTNERSHIPS & COMMUNITY
Hair wellness doesn’t happen alone
We believe progress is stronger with support.
That’s why we value collaboration with licensed professionals, wellness experts, and our community. Education, accountability, and shared knowledge are essential parts of long-term hair wellness.
How we show up:
✔️ Partnering with NU Standard PROs
✔️ Encouraging education and accountability
✔️ Supporting shared progress
SETTING A NU STANDARD
A higher standard for hair wellness
Setting a NU Standard means choosing intention over hype.
It means prioritizing long-term wellness over short-term claims, science over shortcuts, and care over trends. We are committed to advancing whole-body hair wellness with integrity, curiosity, and purpose.
