Sonsoles González is the Founder and CEO of Better Not Younger, the first haircare brand purpose-built for women over 40, championing a pro-aging movement in the beauty industry.

After 25 years in progressively senior roles at global beauty giants Procter and Gamble and L'Oreal, Sonsoles left corporate life at age 52 to become what she calls a 'fiftypreneur' and launch her own venture.

Sonsoles identified a glaring gap in the market: the entire beauty industry targeted women aged 18 to 44, leaving women over 40 virtually invisible, a realization that became deeply personal when her own hair began to change.

She assembled a seasoned beauty team with expertise spanning P&G to MIT, developing a full range of vegan, sulfate-free, and paraben-free haircare products scientifically formulated for aging hair, scalp, and inner health.

Better Not Younger has raised $3.5M in funding, earned an Oprah Beauty O-Ward, secured retail placement at Ulta Beauty, and has been recognized as a Top 100 Latina Powerhouse, redefining the narrative around women and aging.