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

The Approach
Working with founder Sonsoles Gonzales we worked through a series of naming sprints, ultimately landing on Better Not Younger – a knowingly provocative brand name. Then we set about creating a playful yet premium packaging system and a visual language that felt confident, sexy and anything but stuffy.

The Outcome
The brand launched in March 2019 and by the end of that year had already secured an exclusive deal with beauty retailer Sephora, while attracting significant media attention. Not bad for a young brand for oldies.