Meet the Brand That’s Redefining Hair Care After 40 – Wellness



Haircare often feels like a youth-focused endeavor with many brands putting the bulk of their innovation and marketing dollars on Millennials. That is, until beauty veteran Sonsoles Gonzalez (56) decided to come out of retirement to launch a haircare brand exclusively for women ages 40+.

“I knew from my time running the global Pantene business, and also various haircare brands at L’Oréal, that hair is one of the most important things impacting a woman’s self-esteem,” she explains. “Hair goes through very noticeable changes as we age, becoming grey, drier, thinner and more prone to breakage. We’re not talking a few women here either. There are 62 million women age 40-70 whose hair is changing, who have over $15 trillion dollars in spending power and represent one of the fastest growing consumer segments in the beauty market. I knew there was a huge opportunity there. And that’s when I decided to come out of retirement and do something about it.”

Gonzalez partnered with an MIT chemist to create Better Not Younger, a clean, cruelty-free, vegan hair care brand designed to address the root symptoms and causes of aging hair through a unique three-prong approach focused on scalp, hair and inner health.

“Having your healthiest hair after 40 goes beyond using the right shampoos, conditioners and styling products. It’s also about taking care of your scalp and making sure your body has the vitamins and nutrients required to nourish growing follicles.” 

Better Not Younger’s product line ranges from chewable daily supplements, to scalp care scrubs and serums, and shampoos, conditioners and styling products. Every product formula contains a proprietary blend of high-quality ingredients inspired by nature and skincare science. Their best-selling Superpower Fortifying Hair and Scalp Serum which contains caffeine, ginger, kelp, centella asiatica, oleanolic acid, niacinamide and ceramides to improve scalp condition and nourish follicles to promote healthier hair growth. In a recent clinical study, 4 out of 5 women reported less hair fall after 8 weeks, and 90% of women noted a visible improvement in their hair.

All Better Not Younger products are also:

  • SLS-free
  • Paraben-free
  • Cruelty-free (Leaping Bunny certified)
  • Color-safe
  • Safe for keratin or chemically treated hair
  • Vegan
  • Recyclable

“I’m on a mission to change the industry and show women like me, in their 50s and 60s, having fun with their hair and living life to the fullest. Women today don’t want to be younger; they want to be better! And now, they can truly have it all!”

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