Autumn Yarbrough was just 10-years-old when she joined the family business as a third generation beauty heiress. Before social media influencers began sharing cosmetic secrets online, she modeled the Just for Me brand and products serving as an inspiration for Black American girls throughout the nation.
Her grandfather founded Pro-Line, Inc. and made hair care products for iconic styles in Black culture, like the Jheri curl, accessible for all. Her mother, Renee Cottrell Brown, helped create the Just for Me relaxer system, and now Autumn is setting a new standard in the hair care industry for today’s savvier and more engaged consumer.
Brown sustained and expanded the Los Angeles based Pro-Line business through sales, product development and marketing-even securing Destiny’s Child to promote Soft & Beautiful Botanicals. Autumn continued the legacy with the creation of her own product line, NU Standard®.
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Without any pressure from her family to become an entrepreneur, Yarbrough’s passion developed from witnessing her mother maneuver as an executive during a critical time when women were just beginning to make their mark for acceptance into corporate America. Recognizing her parents work ethic as a labor of love to the Black community shaped her perspective both professionally and personally.
“It was my own intuition of wanting to contribute and continue to the legacy my family started,” Yarbrough recalled during an interview with the Los Angeles Sentinel. She was inspired by her mother’s creativity and commitment to providing access to bring innovation to the textured-hair space.
In 2020, she founded NU Standard as the CEO for a state-of-the-art haircare brand curated for the “Busy Queen” on-the-go. In 2023, she won the Black Diamond Award by Sally Beauty for her significant contributions to the Black haircare industry and community along with recognition from CosmoProf — the leading distributor of salon products to Licensed Professionals — at its CosmoProf Leadership Summit.
Looking back on the company’s storied past, she now understands the challenges her predecessors had to overcome.
“It was amazing to see how they resolved those challenges very smoothly and succinctly. It was beautiful to see our community involved through employment and partnerships in the professional community. We saw reflections of ourselves with retailers to do very well and then work together through those challenges. I’m a big fan of seeing these partnerships drive the growth of the industry,” said Yarbrough. She also recalled being a pre-teen with her image on Just for Me marketing materials.
“I was honored that my family allowed and invited me to be featured. It was exciting. My grandfather and mother wanted us to be humble. They wanted us to work hard but not take the opportunities presented for granted.”
Much of the work as a brand ambassador put her on the ground level with consumers and clients by passing out promotional fliers and interacting with fans.
From the pioneering efforts of the first generation, which laid the groundwork for excellence, to the subsequent generations who have seamlessly blended tradition with modernity, their journey epitomizes a relentless pursuit of evolution and diversity. Each generation has brought its unique insights and advancements, ensuring that their products not only meet a wide range of hair care needs but also champion the principles of inclusivity and accessibility. Yarbrough aims to build a steadfast commitment on helping hairstylists achieve and maintain healthy hair for all textures with professional-grade products.
At the heart of the NU Standard creation process is doctor tested and approved formulas for hydration, nourishment, and on-the-go protection.
Last year, NU Standard made history by securing a partnership with CosmoProf for the first-ever distribution of a bond system curated by a Black woman via the HYDRASILK Hydrating Bond System at CosmoProf stores nationwide. HYDRASILK reconnects broken disulfide bonds to build and reinforce the structure, maximize moisture, and reduce breakage. HYDRASILK is formulated, tested, and approved for textured and chemically treated hair.
“CosmoProf is ensuring Black-owned or Black founded brands are properly represented throughout their stores. We strongly believe in the relationship of the professional for everyone. Hair styling experts are the frontline to your hair health, they notice challenges and support you when it’s time to go to a doctor,” Yarbrough said.
Licensed professionals interested in purchasing NU Standard PRO products, can register by uploading their license https://nustandardpro.com
