About us Better Not Younger

About Us

Hair is the first thing we notice about people, and for many women it is the first barrier to feeling better about aging. 

Better Not Younger is the first brand designed specifically to address the needs of hair that's seen a decade (or five) for women who believe beauty is not defined by age.

Our products are defined to help women feel seen and celebrated for their unique beauty and wisdom no matter the stage of life that they're in.

"After 25 years of working at leading haircare brands, I was amazed that there was still so little out there for women over 40, like me."

Sonsoles Gonzalez, Founder & CEO

Better Not Younger CEO

Better Science for Better Hair

Better Not Younger bottles the science of pure potential.

Our clean and clinically developed formulas provide holistic solutions to thinning, lack of volume, dryness, frizz and brassiness. As a result, our products bring strength and fullness back to your hair.

We combine hair-loving and skin-nourishing ingredients into unique blends to maximize their effectiveness on aging hair.

Our award-winning products offer benefits you can see instantly, like volume and shine, while delivering long-term results that boost you overall hair and scalp health over time.

Learn more about our proprietary blends: