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Nu Standard Launches First-Ever Black-Owned Bond System In Cosmo Prof
The HYDRASILK Pro system was also co-formulated by a Black chemist.
Award-winning haircare brand Nu Standard is shaking the haircare industry up with its new HYDRASILK Pro Hydrating Bond System. The two-step system launched exclusively in Cosmo Prof stores, marking the first-ever distribution of a bond system curated by a Black woman for textured hair.
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Co-formulated by a Black woman chemist, the system includes a Bond Builder and Silkner formulated to help improve hair health at the molecular level.
Brand founder Autumn Brown Yarbrough was inspired to create the system after being unable to find a bond system that worked well on textured hair. The groundbreaking reconstructive treatment is specifically designed to moisturize and strengthen textured hair, yet formulated for all hair types.
“This is a dream come true,” said Yarbrough, at a ribbon cutting hosted at Cosmo Prof’s North Texas headquarters. “When I was starting this product, I wanted to focus on styling, but make it easier — not dry and brittle. I also wanted to focus on performance over promise.”
The process was more than two years in the making. She worked with Tracy Ashley, a veteran cosmetic chemist, and Lenita Griffis-Browning, a textured hair expert, product developer, and master educator, to develop and fine-tune the system.
Griffis-Browning tested the products over an eight-month period to see if they lived up to Yarbrough’s promises. “The system worked exceptionally,” she said. So was so impressed, she later signed on as education director for Nu Standard.
Yarbrough also worked closely with Cosmo Prof to prepare to scale and market her business.
Dana Ranger, Cosmo Prof Senior Manager of Planning & Merchandising, was thrilled about the partnership, noting it was representative of the retail giant’s journey in diversifying both its leadership and the brands on its shelves.
“To have a female Black-owned brand in this space, it’s a really big deal,” said Ranger. “I am most excited about the innovation of HYDRASILK and that it empowers the hairdresser to serve all hair types. Damage is damage and hair is hair.”
Hair is also part of Yarbrough’s family legacy. Though founding Nu Standard in 2020, she has a longstanding history in haircare. Her grandfather is Pro-Line founder Comer J. Cottrell Jr.; her mother, Renee Cottrell Brown, created children’s haircare line Just For Me; and her father, Eric V. Brown, served as president of Hi Times, Inc.
“I’m so proud of her,” said Cottrell Brown. “For her to take [her legacy], embrace it, and run with it like she’s doing. It’s incredible.”
Yarbrough said it was important to revive traditional relationships between licensed hairstylists and consumers. inding a hairstylist that speaks your hair language.
“I believe there needs to be a partnership with a stylist on our hair health journey,” she said, explaining many of the issues consumers face with products like relaxers and hair dye come from incorrect application and usage.“[Hairstylists] understand the science of hair. They have education and respect of chemicals.”
She also understands the need for at-home care. While developing HYDRASILK, Yarbrough launched two direct-to-consumer collections to nourish and support hair regrowth and retention.
“I saw the pain and the need for us to address haircare from the inside out,” said Yarbrough.
The “On-The-Go” collection includes hair vitamins and bar soaps and conditioners. She also offers an Aftercare Bond Strengthener for at-home care after receiving an in-salon treatment.
The HYDRASILK Hydrating Bond System retails for $60. The Pro collection also includes a Bond Shampoo and Conditioner. All HYDRASILK PRO offerings are free of parabens, sulfates, phthalates, and phosphates.
For more information, visit hydrasilkpro.com .
