About us

Your best self,
your best hair.

For women 40+, haircare that celebrates your confidence, style, and inner strength.

Our Story

After nearly three decades at iconic beauty companies like Procter & Gamble and L'Oréal, our founder, Sonsoles Gonzalez, saw a gap: the industry stopped talking to women after 40. While haircare chased youth, it ignored the real needs of women in midlife.

So at 52, she created Better Not Younger — a brand that redefines aging and celebrates the power, confidence, and beauty that come with it.

Our Mission

Real beauty evolves — it doesn’t fade.

At Better Not Younger, we believe aging is a transformation, not a loss. When your hair looks healthy and full of life, it mirrors your inner strength and confidence. We’re here to break stereotypes and normalize aging — with extraordinary hair that rises with you.

Because life is about
being Better, Not Younger.

The Truth Behind the Happiness Curve

What Makes Us Different

Haircare for Aging Hair

Science-based formulas designed for thinning, dryness, grays, and scalp changes.

Real Women, Real Results

Created with women over 40 — not just for them. We listen. We test. We improve.

More Than Products

We’re building a community that values experience, wisdom, and beauty in every form.

Real Stories from Our Community

For the first time in years, my hair feels alive again. Soft, shiny, full of body. Thank you for making products that finally understand us.

Catherine, 56

I love that this brand doesn’t talk down to us or try to sell us youth. It helps me take care of who I am, now.

Janet, 48

The World Is Taking Notice

We're proud to be leading a conversation that celebrates aging, instead of hiding it,
and people are listening.

"The formula blends were developed by an MIT chemist based on their in-depth understanding of the biology of aging hair."

"A revolutionary haircare collection developed to address both the signs and the root causes of aging hair."

"As the name suggests, Better Not Younger is targeting older customers who have aged out of other popular self-care brands."

“[Better Not Younger] shows beauty brands directed at older women with marketing messages speaking to their realities can gain traction—and do so quickly.”