Better Not Younger is a haircare brand for women over 40. Its products, among the first designed specifically for aging hair, help women maintain hair and scalp health, care for natural hair and embrace grays.

Sonsoles Gonzalez, Founder & CEO of Better Not Younger, talks about changing the way women care for aging skin and hair.

Key Takeaways

  1. Demand for Education on Aging: “Every day, I think it’s 6,000 women enter menopause, and many of them don’t have anywhere to go,” said Gonzales, highlighting the lack of information and medical support for women transitioning into menopause. “The challenge continues to be… the education around, ‘How do I improve my life, the quality of my life, and the way I look and the way I feel?’”

  2. Changing the Age Conversation: Better Not Younger believes women can and should feel empowered to talk about age in a positive way. “The reason why I called it Better Not Younger [was] precisely because I wanted to have that voice of women that don't really want to look younger or be younger. They feel they are in a great place in their lives. They have maybe financial support that they didn't have before,” Gonzales shared.

  3. Customers are Savvier Than Credited: Gonzales highlighted the tech skills of middle-age and older customers. “We tend to dismiss their digital capabilities and things like that. Well, 80% of the traffic that comes to my website comes through smartphones… they are buying online. It's not like they can't do it,” she said. The same customers are very conscious of the products they use. “They read a lot of back labels… they’re very, very knowledgeable.”

Aging is a process that's happening to all of us and there is such little information about it... creating those opportunities for women to learn about it, to have their doctors tell them what to do, even your stylist to share some of these changes and how you should treat your hair – because if you keep using the same products you were using in your 20s and your 30s, they're not going to work.

Sonsoles Gonzalez, Founder & CEO

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Lauren Leibrandt