Autumn Yarbrough

Bio:

Autumn Yarbrough is the Founder & CEO of NU Standard, a next-generation hair wellness brand bridging beauty, health, and professional expertise. A third-generation haircare entrepreneur, granddaughter of Pro-Line founder Comer Cottrell Jr. and daughter of Just For Me creator Renee Cottrell Brown, Autumn launched NU Standard in 2020 after personal experiences underscored what so many women face: hair challenges are often rooted in internal wellness, not just products.

Autumn’s mission is deeply tied to inclusion. She advocates for closing the gaps in research, education, and access that leave women, particularly Black women and textured-hair communities, underserved and overwhelmed by trial-and-error solutions. She also champions the professional stylist as essential to outcomes, believing pros must be equipped with tools, education, and systems that make hair wellness actionable in the chair and sustainable at home.

Best known for HYDRASILK® and NU Standard’s nutraceuticals and hydrators, Autumn continues to “set a NU Standard” in hair wellness—nourish, hydrate, and care for mind, body, and hair—through science-forward, inclusive innovation and pro partnership.