What Better Not Younger does

Better Not Younger is a direct-to-consumer hair care company that formulates and sells products specifically for women aged 40 and older, addressing age-related hair concerns including thinning, loss of volume, dryness, frizz, scalp sensitivity, and graying. The product portfolio is organized into five sub-brand collections — Wake Up Call (volumizing), Superpower (scalp densifying with patented Procapil™), Silver Lining (gray/silver hair), Full Transparency (clean beauty), and Second Chance (nourishing oils) — plus bundles, supplements, a brow serum, and a travel/discovery kit. The company's core technology consists of proprietary ingredient blends, notably the Superpower™ Blend combining Biotin, Niacinamide, and licensed Procapil™, supported by formulation expertise and clinical claims such as 90% of women seeing visible improvement after 8 weeks and 95–98% breakage reduction with the Wake Up Call system.

The company was founded in 2018/2019 by Sonsoles Gonzalez, a former Procter & Gamble and L'Oréal executive, and operates exclusively through its owned Shopify-powered e-commerce website at better-notyounger.com, shipping to the US, Australia, Canada, Mexico, and the UK. Revenue mechanics are built on unit-priced products ranging from $29 to $49 (bundles up to $100.80) with a Subscribe & Save subscription tier offering 15% recurring discounts, supplemented by a referral program ($20/$20 split) and a points-based rewards system. Customer acquisition is driven by content marketing (a 73+ article blog, hair quiz, educational science pages), earned media coverage in outlets including Oprah, Allure, Harper's Bazaar, Elle, Forbes, and NBC, and community-led engagement, with no disclosed retail or wholesale distribution. The company has raised approximately $3.5M in a single disclosed funding round in November 2022 and operates with 11–50 employees from a headquarters in Key Biscayne, Florida, under the legal entity Better Not Younger Corporation.

Name

Better Not Younger

Legal name

Better Not Younger Corporation

Website

https://better-notyounger.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Better Not Younger is a direct-to-consumer hair care brand that formulates and sells proprietary products — including volumizing, densifying, and gray-hair solutions — exclusively for women aged 40 and older through its owned e-commerce website.

Ownership category

akta.pro rank

Product category

Premium Hair Care for Women 40+

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Shampoo & Scalp Cleansers (CRABABAA)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Anti-aging hair care
• Women haircare products
• Hair thickening treatments
• Volumizing shampoo
• Gray hair care

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of hair care products through the brand's e-commerce website. One-time purchase and subscription options available.
2. Subscription (Subscribe & Save): Subscription model offering 15% discount on regular deliveries. Customers can set up automatic deliveries on their schedule and save through the Subscribe and Save program.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels7 records

Core offering

Better Not Younger designs, manufactures, and sells a specialized line of hair care products—including shampoos, conditioners, scalp serums, hair thickeners, styling products, masks, supplements, and curated bundles—formulated specifically for women 40+ to address aging-related hair concerns such as thinning, loss of volume, dryness, breakage, and graying. Products are sold direct-to-consumer through the brand's own Shopify-powered e-commerce website with both one-time purchase and Subscribe & Save subscription options.

Product overview

Better Not Younger is a hair care brand offering a comprehensive portfolio of products specifically designed for women 40+, addressing age-related hair concerns including thinning, volume loss, dryness, and graying. The product lineup consists of multiple sub-brand collections (Wake Up Call for volumizing, Superpower for scalp densifying, Silver Lining for gray hair, Full Transparency for clean ingredients, and Second Chance for nourishing) along with individual core products, curated bundles, travel kits, and supplements. The architecture follows a multi-collection approach where products are organized by hair concern and benefit, with key offerings including the Lift Me Up Hair Thickener, Superpower Fortifying Hair & Scalp Serum, Wake Up Call Volumizing Shampoo/Conditioner system, Silver Lining purple shampoo and masque line, and various bundled solutions combining multiple products for targeted concerns like hair loss and thinning.

Differentiator

Problem solved

Functional benefit

Brands

• Superpower™: Hair and scalp fortifying serum collection featuring proprietary blend of Biotin, Niacinamide, and Procapil™ for thicker-looking hair.
• Wake Up Call
• Silver Lining
• Full Transparency
• Second Chance

Products and services

• Lift Me Up Hair Thickener Lightweight spray designed for women with thinning hair; clinically proven to deliver the appearance of 75% more hair by wrapping strands, lifting at the root, and nourishing the scalp for healthier, thicker-looking hair.
• Superpower Fortifying Hair & Scalp Serum Lightweight, quick-absorbing scalp serum combining the proprietary Superpower™ Blend with Ginger and Centella Asiatica extracts to nourish the scalp for hair that looks thicker, healthier, and stronger; 90% of women saw visible improvement after 8 weeks.
• Wake Up Call Volumizing Shampoo Sulfate-free, volume-boosting shampoo from the Wake Up Call collection that increases body, moisture, fullness, and manageability while strengthening thinning strands; clinically proven to reduce breakage by up to 95–98%.
• Wake Up Call Volumizing Conditioner Volumizing conditioner designed to work in conjunction with Wake Up Call Shampoo to increase body, fullness, and manageability while strengthening thin strands and diminishing breakage.
• Wake Up Call Thickening Hairspray Flexible-hold thickening hairspray from the Wake Up Call collection providing body and hold without stiffness or stickiness, designed specifically for fine, thinning hair.
• Wake Up Call Style Memory Mousse Styling mousse from the Wake Up Call collection that provides flexible hold and memory for styles while adding volume and body to hair.
• Superpower+ Advanced Hair Densifying Scalp Serum Advanced version of the Superpower serum with boosted concentration of Procapil™ and Rosemary Extract for densifying and strengthening thinning hair with visible results.
• Second Chance Hair, Face & Body Nourishing Oil Lightweight dry oil packed with Abyssinian oil rich in Omega-3 and Omega-6 fatty acids that replenishes the natural moisture barrier for smooth, shiny, protected hair and skin.
• Silver Lining Purple Brightening Shampoo Purple shampoo formulated to brighten, volumize, and strengthen gray hair while toning brassiness and hydrating for healthier-looking silver strands.
• Silver Lining Purple Butter Masque Deep conditioning masque for gray and white hair that nourishes, softens, and conditions while removing unwanted yellow tones using natural ingredients like mango, avocado, and green coffee.
• No Remorse Heat Protection & Taming Spray Heat protection spray that shields hair from heat tools up to 450°F while providing hydration and taming frizz using a proprietary oil blend.
• Superpower Thickening Hairpatches Temporary hair thickening patches providing instant coverage for thinning areas, designed to blend seamlessly with natural hair.
• New Dawn Activated Charcoal Scalp Cleanser Scalp cleanser with activated charcoal designed to detoxify and purify the scalp, removing buildup while maintaining scalp health.
• Full Transparency Shine Revitalizing Conditioner Conditioner from the Full Transparency collection that provides full ingredient transparency while revitalizing shine and nourishing hair.
• Hair Redemption Restorative Butter Masque Restorative butter masque designed to deeply nourish and repair damaged or dry hair using rich plant-based ingredients.
• Hair Loss Starter Bundle Comprehensive bundle combining Superpower+ Advanced Serum, Wake Up Call Volumizing Shampoo and Conditioner, and the Significant Other Hair, Skin & Nails Supplement for holistic hair loss support; priced at $97.75 (15% off the regular $115.00).
• Volume + Strength Bundle Bundle combining volumizing and strengthening products to deliver both lift and resilience for aging hair.
• Wake Up Call Volumizing Duo Duo bundling Wake Up Call Volumizing Shampoo and Volumizing Conditioner for a complete volumizing wash routine.
• The Essentials Bundle Curated bundle of essential products for thinning hair concerns combining key treatments for comprehensive care.
• Volume & Thinning Bundle Bundle targeting both volume and thinning concerns by combining products for fuller-looking hair with reduced thinning appearance; priced at $100.80 (30% off the regular $144.00).
• Gray Hair Duo Duo combining the Silver Lining Purple Brightening Shampoo and Purple Butter Masque, specifically designed for gray and white hair care and toning.
• Superpower Hair & Scalp Duo Duo combining Superpower Fortifying Serum with selected Wake Up Call products for comprehensive scalp and hair treatment.
• Never Stop Growing Bundle Bundle featuring Superpower Hairpatches and serums designed to support continuous hair growth and thickness.
• Volume + Strength Minis Discovery/Travel Kit Travel-sized kit containing mini versions of Volume + Strength products for on-the-go hair care routines.
• Significant Other Hair, Skin & Nails Supplement Ingestible supplement supporting hair, skin, and nail health from within, designed to complement topical hair care products.
• Superpower Tinted Brow Serum Tinted brow serum designed to enhance and nourish eyebrows while providing a subtle color tinting effect.

Quantifiable outcome

• 90% of women saw visible improvement in hair after 8 weeks using Superpower Fortifying Serum
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nutrafol: Nutrafol is a clinically-backed hair wellness brand selling supplements and scalp/hair care serums targeted at thinning hair in women. Direct overlap with BNY's Superpower serum, hair loss bundles, and women-40+ thinning/density positioning.
• Vegamour: Vegamour is a plant-based, clean-beauty hair care brand selling serums, shampoos, and supplements for hair growth and volume. Closely comparable in DTC channel, clean/vegan positioning, and thinning-hair use case.
• Prose: Prose is a personalized DTC hair care brand with custom shampoo, conditioner, and scalp products. Comparable in DTC-first go-to-market, customization via consultation/quiz, and direct-to-consumer subscription model.
• Function of Beauty: Function of Beauty is a customizable hair care brand selling personalized shampoo, conditioner, and treatments via DTC. Comparable in direct-to-consumer model, customization mechanics, and product portfolio breadth.
• Act+Acre: Act+Acre is a clean, cold-pressed scalp-care and hair wellness brand selling serums and treatments. Comparable in scalp-first formulations, clean-beauty positioning, and DTC premium pricing.

Emerging players

• Hers: Hers is a women's wellness and beauty brand selling hair care, skincare, and supplements through a DTC telehealth platform. Comparable in targeting women with hair-thinning solutions and adjacent supplements (biotin, hair/skin/nails).
• MenoLabs: MenoLabs is a wellness brand targeting women in perimenopause and menopause with supplements and personal care. Comparable in the explicit women-40+/midlife positioning and direct-to-consumer community-led GTM.

Broad incumbents

• Madison Reed: Madison Reed is a digitally native hair color brand with brick-and-mortar Madison Reed Color Bars and home hair care products. Comparable as a digitally native, women-focused hair brand that has expanded into adjacent haircare categories.
• Olaplex: Olaplex is a science-led, professional-anchored haircare brand with patented bond-building technology sold through salons and DTC. Comparable in proprietary-ingredient-driven premium positioning and clinical efficacy storytelling.
• Living Proof: Living Proof is a science-driven haircare brand with patented technologies and salon/DTC distribution. Comparable in proprietary formulation claims, premium pricing, and clinical proof points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/betternotyoung

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Better Not Younger