Better Not Younger

Haircare for women over 50

The future is female and fifty

The Challenge

Forgotten by a beauty industry fixated on youth, women over 50 are led to believe that aging is a disease to be cured. Could we help rewrite this narrative and create a haircare brand for women over 45 that they’d feel proud to support?

Our Role

The Approach

We worked with founder Sonsoles Gonzales to imagine a haircare brand that would be sexy and aspirational, like a Glossier for Gen X. Through a series of naming sprints we landed on Better Not Younger – a knowingly provocative brand name. Then we turned our attention to creating a playful yet premium packaging system and a visual language that felt confident, sexy and anything but irrelevant.


The Outcome

The brand launched in March 2019 and has already created a bold social media presence and attracted the attention of beauty retailers, launching in Sephora online in October 2019.