Nu Standard, a state-of-the-art haircare brand curated for the Busy Queen on-the-go, recently launched its new professional haircare treatment, HYDRASILK Hydrating Bond System, exclusively with Cosmo Prof stores nationwide – a leading distributor of salon products to licensed professionals in the hair industry. The launch will mark the first-ever distribution of a bond system curated by a Black woman and specifically designed for textured hair, regardless of ethnicity.
Nu Standard, a company founded in 2020, has strategically partnered with licensed hairstylists to create safe and advanced products for professional use, with HYDRASILK being one of the direct outcomes of this multi-faceted approach.
"Honestly D-I-Y was straight up overrated for me...I needed performance over promises. Only an informed licensed hairstylist could help me realize my hair goals,” said Autumn Yarbrough, Founder of Nu Standard. “I noticed there weren’t any bond system products made specifically for textured hair. The ones I used left my hair feeling weak, dry, and brittle, and that resulted in breakage. That’s when I knew we needed to get involved and include the stylist.”
The HYDRASILK Hydrating Bond System is made up of the HYDRASILK Bond Builder and the HYDRASILK Silkner, which powerfully unite for a two-step reconstructive treatment for textured hair. The system provides intense moisture and strength to each strand – making the hair many times stronger than before, and decreasing shedding and breakage.
Nu Standard has enlisted the expertise of veteran chemist Tracy Ashley, who has over 30 years of cosmetic chemistry experience, along with legacy textured hair expert, product developer, and master educator Lenita Griffis-Browning who has over 40 years in the industry, to truly design innovative and top-tiered products for licensed professionals.
“Before joining Nu Standard, I tried HYDRASILK’s reconstructive treatment application multiple times over an eight month period with friends who had post-COVID trauma, or weak, dry or damaged hair - to see if the product did what it claimed to do - and the system worked exceptionally,” said Griffis-Browning, Nu Standard’s Education Director. “I, the product snob, was impressed with the results!”
The complete HYDRASILK Hydrating Bond System is available exclusively for professionals at Cosmo Prof stores nationwide now.
For more information on Nu Standard and HYDRASILK, visit hydrasilkpro.com.
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