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Beauty is not

defined by age

Meet Sonsoles, our Founder & CEO

Beauty

is not defined by age

Meet Sonsoles, our Founder & CEO

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. 

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.

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. 

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.

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.

Changing the narrative around aging

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.

The Better Team

From P&G to MIT and all over, 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. 

All our products are