×

Search by product name or hair type/concerns

Sonsoles Sonsoles

Our Story

Sonsoles
Founder & CEO

The idea of Better Not Younger started when I was struggling to find products that worked on my own changing hair. After 25 years working on haircare brands for Procter & Gamble and L’Oréal, I was amazed that there was still so little out there for women like me.

We age not by years, but by stories

We age not by years, but by stories.

The more women I spoke to, the more convinced I became. I kept hearing the same stories. Women who felt unrepresented and misrepresented by what was in the stores and in advertising. We felt better than ever, yet youthfulness was the only standard of beauty we saw celebrated.

“I look back with affection at the younger me and think, ”you don’t need to worry, you’re just starting to get good!”

Welcome to the club

Welcome to the club!

I decided to leave my corporate life behind to launch Better Not Younger. As a woman in my 50s, I questioned whether this was a crazy endeavor, and wondered constantly whether I should retire gracefully, ‘act my age’, and leave entrepreneurship to the kids. Fortunately, this amazing community convinced me that being a woman in her 50s could mean more than cruises and grandkids and above all, that every day is an opportunity to be better and try something new.

Changing the narrative around aging

Changing the narrative around aging

Here at Better Not Younger, I set out to create the first range of products that addresses the fact that your hair really changes with age, but more importantly, change the narrative around aging.

I see aging as a way of unlocking potential, a daily opportunity to look better and I wanted to launch a brand that spoke to an empowered woman that believes you can look better without looking younger.

Building the better team

From P&G to MIT and all over the world, I’ve brought a team together to make Better Not Younger the best possible treatment range for aging hair. Each product is thoughtfully formulated to address a particular aging hair, scalp or inner health need. 

Sans the bad stuff

(Sans the bad stuff)

All Our Products Are:

  • 100% Vegan
  • Paraben-Free
  • Sulfate-Free
  • Cruelty-Free

We’re on a mission to change the industry. Hair is the first thing we notice about people, and for many women it is the first barrier to feeling better about aging. That’s why we’re so excited to meet you.