When you look your best, it's easier to feel confident. Unfortunately, midlife seems to conspire against us, at least by today's cultural standards of "best," with belly fat or thicker waistlines, more wrinkled skin, and flyaway hair.

One of the first things we notice when we see someone for the first time is their hair — and this is especially true of women. If our previously shiny, glossy, thick hair is now dry, thinner, and frizzy, we feel we're not making our best first impression. That can undermine confidence before we even open our mouths.

Sonsoles Gonzalez, founder of Better Not Younger

Sonsoles Gonzalez

To help women feel better about their hair, whether it's to make a better first impression or just have happier moments in front of the mirror, Sonsoles Gonzalez founded Better Not Younger, a haircare brand focused on the changes many women experience as they age.

Better Not Younger isn't just dedicated to healthier hair, though; it's also changing the conversation around women and aging

As an executive in the haircare industry, Sonsoles noticed that products were always geared toward the "18-44 year old women" market. What happens when a woman turns 45, she asked?

Apparently, as far as the large brands go, 45-year-old women and older pretty much cease to exist. But at 52 or 53, Sonsoles, says, she still felt youthful and attractive — not ready for invisibility!

So she started her own company that researched the needs of women in this demographic and began providing products that work. 

In this podcast, Better Not Younger CEO Sonsoles Gonzalez and Gennev CEO Jill Angelo talk about providing products for women in midlife and how our culture is slowly shifting to recognize the unique value and beauty of women 40 and over.



Have you noticed changes in your hair? Have you tried Better Not Younger or other solutions you'd like to share? Come join us in the Gennev community forums


Gennev Staff

October 7, 2020

Medically Reviewed By

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