Nu Standard is set to launch its professional haircare treatment, HYDRASILK Hydrating Bond System, exclusively available in Cosmo Prof stores nationwide.
Nu Standard is a Black-owned, haircare brand curated for the woman on-the-go.
The HYDRASILK Hydrating Bond System consists of the HYDRASILK Bond Builder and the HYDRASILK Silkner, which provides moisture and strength to each strand.
"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," says Nu Standard's education director, textured hair expert, product developer and master educator Lenita Griffis-Browning who has over 40 years in the industry. "I, the product snob, was impressed with the results!"
The launch on January 20, 2023, will mark the very first distribution of a bond system curated by a Black woman and designed for textured hair.