Sonsoles Gonzalez


Better Not Younger

After 25 years working on haircare brands for Procter &

Gamble and L’Oréal, Sonsoles Gonzalez decided to leave her

corporate life behind to become what she calls a “fiftypreneur”

to launch Better Not Younger.


Her vision for the company started when she started struggling

to find products that worked for her changing hair. She saw an

opportunity to create a brand for women that would better reflect

the needs and lifestyle of today’s 40+ consumer with products

specially formulated to address the changes that womens’ hair

faces as they age.


“The fact is that there aren’t many haircare brands out there

that are talking to women over 40 and addressing the fact that your hair really changes with age,” says Sonsoles,” and although aging women have unique needs, they don’t love brands that point it out in a negative light! I see aging as a daily opportunity to look better and I wanted a brand that spoke to an empowered woman that believes you can look better without looking younger.”


Sonsoles has drawn on all of her years of experience in the industry, bringing a highly experienced beauty team together from P&G to MIT, in order 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. And all their products are all 100% vegan, paraben-free, sulfate-free, and cruelty-free.

“We’re on a mission to change the industry,” says Sonsoles. “Hair is the first thing we notice about people, and for many women it was the first barrier to feeling better about aging. That’s where we are focusing first. It feels good to be excited again!”




Instagram:        @betternotyounger