The future of beauty
Better Not Younger
Celebrating that beauty is not defined by age.
Read morelessIlluminating
After 25 years at P&G, founder, Sonsoles Gonzalez was amazed there was still so little out there for women like her. Historically overlooked by the beauty industry, women over forty are led to believe that aging is a disease to be cured. Youthfulness is the only standard of beauty we see celebrated.
Thinking
We set out to change the narrative about aging. Speaking to an empowered woman that defies the quest for youth and believes you can look better without looking younger. And so, we created Better Not Younger, the first haircare brand designed specifically for women’s aging hair with the belief that beauty is not defined by age.
Doing
Responding to our insights from women who felt underrepresented and misrepresented — “I don’t want beige!”, “I feel colorful and full of life!” — we decided to enlist colorful hand-painted boxes and stripes to inject some attitude, individualism and fun into a category that for too long has been the preserve of the dull and boring.
Impact
Soon after the launch in 2019, we secured an exclusive online deal with Sephora. Better Not Younger is now available in over 800 stores nationwide. It is the fastest-growing brand in the over-40s space and has reached $10 million in sales in just 4 years. Jennifer Coolidge and Michelle Yeoh used Better Not Younger products at the 2023 Golden Globes (where they both won!).
Our role
Consumer research
Brand strategy
Naming
Concept testing
Identity design system
Core asset development
Brand guidelines
Packaging design
Spatial design
