Better Not Younger
LAUNCHED IN 2019
FOUNDER Sonsoles Gonzalez
Designed to address the specific needs of women’s hair as they age, Better Not Younger dives deep into the biology of aging hair to understand and address key concerns like hair thinning and loss, dullness and volume loss.
WHY WE LOVE IT
There’s a reason for the lightning-fast takeoff of Better Not Younger. This high-powered hair-care brand offers mature women much-needed solutions in a market that often leaves them out of the conversation.
SHOP AT
Better Not Younger, Amazon, Ulta Beauty
Better Not Younger offers high-quality, science-backed products specifically designed for women over 40—whose bodies might be changing, but whose sense of style and self-assurance only get stronger every day. With over 80 million such women in the U.S. alone, our empowering messaging, which celebrates aging rather than fighting it, resonates with a demographic that has been largely overlooked by traditional beauty brands.
BEST-SELLING PRODUCT
Wake Up Call Thickening Hairspray ($35)
Description: There's a reason the brand faced unexpected sell-outs of this hairspray during launch—it's a game-changer for anyone seeking fuller-looking hair and uncompromising hold and flexibility.
FOUNDER NOTES
It's been an incredible journey watching this product become a staple in so many women's hair care routines.
FIRST PRODUCT
Lift Me Up Hair Thickening Spray (37)
Description: Not only does this pre-styling spray provide instant volume, it also nourishes the scalp and improves hair quality over time with help from ingredients like ceramide, biotin and niacinamide.
FOUNDER NOTES
It was the natural starting point for Better Not Younger. The response was (and still is) overwhelmingly positive. We’ve received countless testimonials from women who say the product has changed their lives.
