Better Not Younger
Forgotten by a beauty industry fixated on youth, women over 45 are led to believe that aging is a disease to be cured. Could a beauty brand help rewrite this narrative?
Founder, Sonsoles Gonzalez, a haircare veteran, wanted to create a brand founded on the driving motivations of these women, and how it could ensure that they were no longer misrepresented.
Research uncovered that women over 45 are feeling better every day and see age as an opportunity to unlock their potential, not see aging as a slow, inexorable decline.
From hormonal changes to damage caused by color and heat, the industry has widely recognized that women’s hair changes. Still, until now, no major corporations desired to invest in R&D against these challenges. They preferred to focus on the more lucrative and exciting “youth” market, so Sonsoles created a line-up of products that address these physiological changes.
The task was to come up with a theme that would make these products resonate. As it happened, that theme became the name of the product: Better Not Younger.
Fortunately, the idea of Better Not Younger resonated widely. The brand’s focus on inclusivity has created exceptional growth. Its community is growing and it is an active contributor to the pro-aging movement.
