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Better Not Younger
Founders
Better Not Younger is a direct-to-consumer haircare brand and the first of its kind designed exclusively for women over 40. Founded by industry veteran Sonsoles González, the company offers a scientifically formulated range of shampoos, conditioners, serums, supplements, and styling products that address aging-related hair concerns such as thinning, dryness, coarseness, and scalp health. All products are 100% vegan, cruelty-free, sulfate-free, and paraben-free. The brand goes beyond haircare to actively shift the cultural conversation around women and aging, celebrating empowerment over invisibility.
Company Founded in 2018
eCommerce