In a beauty landscape crowded with trends, founder stories, and breakthrough claims, NU Standard stands out for one reason. It treats hair wellness as whole‑body wellness. In this NEW YOU exclusive, CEO and founder Autumn Yarborough shares the deeply personal journey that sparked her mission, the science behind her growing brand, and why the future of hair care lives far beyond the surface.
Q: What inspired the launch of NU Standard?
A: It started with my own struggle. I experienced hair loss very early in life and felt alone, confused, and unsupported. I tried everything topical and realized nothing addressed the internal issues driving it. That experience pushed me to build a system that is grounded in wellness and accessible to anyone experiencing the same challenges.
Q: When did the idea begin to take shape?
A: In 2020. The professionals in the industry, especially cosmetologists, played a major role in shaping my understanding. They often recognize the first signs of internal health issues because they see the scalp every day. Their perspective helped me realize the industry was overdue for a deeper conversation.
Q: Your family has a significant legacy in beauty. How has that shaped your path?
A: I come from three generations in the hair care industry. My grandfather, Comer Cottrell, founded Proline, which made textured hair products accessible. My mother helped create Just For Me, a household name. I grew up with beauty icons and innovators. But even within that legacy, I struggled with hair loss. It pushed me to explore what had been overlooked: internal wellness. My family built style, access, and affordability. I wanted to build a new kind of standard.
Q: What has been the toughest challenge entering the beauty space as a founder?
A: Visibility. Even with a family legacy, every founder starts from scratch. You must build a community around your mission. Education is our biggest hurdle because hair wellness is still a new category. Capital is another challenge, but visibility remains the hardest part.
Q: Can you walk us through your products and the science behind them?
A: Our supplements, hydrators, and treatment systems are built around internal nourishment. We use encapsulated vitamins to ensure absorption through the gut. Our hydrator blends hydration support with electrolytes, magnesium, coconut powder, and B vitamins. These improve circulation, energy, and cellular function, which ultimately improves shedding, growth, and scalp health.
Q: How is the hydrator used?
A: One scoop in about 16 ounces of water. It comes in a jar rather than stick packs for now. We chose a tropical flavor that is light and universally appealing, and the pink color comes naturally from beetroot powder for added heart‑health benefits.
Q: How is NU Standard changing the hair category?
A: We are shifting the focus from styling to wellness. The industry has long emphasized products that promise immediate transformation. We focus on foundational health. We also partner with professionals because hair loss is not something you can diagnose alone. Hormones, stress, medications, lifestyle, and aging all influence it. We are creating space for honest conversations and real solutions.
Q: What is your dream retail partner?
A: Ulta Beauty. They understand the importance of professionals and education. Their diversity and consumer‑centric approach aligns with our ethos.
Q: What advice do you have for new beauty product founders?
A: Know your purpose. It will guide you through every setback. Stay flexible, revisit your business plan, and make sure every decision aligns with your brand values.
Q: What kind of early feedback did you receive?
A: Everyone has opinions. Friends, family, other founders. Feedback is valuable, but you must filter it through your brand’s mission. A solid business plan keeps you grounded.
Q: What did you do before launching NU Standard?
A: I built a successful career in insurance and owned my own agency. But stress, combined with life changes and external events, intensified my hair challenges. That led me back to the industry I grew up in. Once I realized my story was not unique, I sold my agency and devoted my full energy to NU Standard.
Q: Has social media helped fuel your growth?
A: Yes. One of our earliest and most impactful champions was Keya Neal of Texture vs. Race. Her influence helped introduce our professional bonding system to a network of stylists and even celebrities. That kind of authentic visibility is a gift.
Q: What hair trends are dominating right now?
A: Hair loss. It affects every age group and every demographic. Gen Z is also embracing supplements and internal wellness in a way we have never seen before. On the other side of the spectrum, menopausal hair challenges are a major category. Wellness is becoming the universal language.
Q: What is next for NU Standard?
A: Innovation through iteration. We continue to enhance our science and upgrade our formulas. HydraSilk will soon evolve into a 2.0 version with even greater performance and safety.
Q: Where can consumers purchase NU Standard?
A: On Amazon and through our website at nustandardbeauty.com.
