Sonsoles Gonzalez

Founder and CEO, 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” and launch Better Not Younger.

When Sonsoles started struggling to find products that could work with her changing hair, the idea for Better Not Younger came to fruition. She wanted to create a brand for women who believe that beauty is not defined by age and one that would address the changes that women’s hair face as they age.

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“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, starting with scalp and root conditions,” says Sonsoles,” and although aging women have unique needs, they don’t love brands that point it out! 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 also drawn on all of her years of experience in the industry, from science to market research, in order to make Better Not Youger the best possible treatment range for aging hair. Each product is formulated to deliver on a particular aging hair or scalp need, and is formulated with functionally focused ingredients rather than ineffective ‘silver bullet’ false promise. And they 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, so 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!”