Sonsoles Gonzalez is the founder of Better Not Younger, a platform dedicated to pro-aging. Gonzalez built it after she was struggling to find products that worked on her ever-changing hair. After 25 years working on haircare brands for Procter & Gamble and L’Oréal, she leaped to help other women.

Gonzalez was concerned that most industry’s innovation and marketing dollars targeted women between 18 and 44; therefore, while in her 50s and noticing how aging has an impact on hair, she decided to fill the gap with a one-stop shop.

©Sonsoles Gonzalez

The self-proclaim “fiftypreneur” used her experience to put together a talented team, and with her expertise in corporate, she founded her company. Sonsoles told Medium:

“No matter what society tells you, just because we reach a certain age or lifestyle doesn’t mean it’s too late to achieve your dreams. In fact, I’ve seen plenty of research that shows that older entrepreneurs have a better chance of success than their younger counterparts”

“I was always a risk taker and above all, followed my instincts. When I started Better Not Younger, I had never started a company before, didn’t really know what I was getting into, how much it would cost, or who I could count on. Plus, all the upfront investment money came out of my retirement fund,” she added.

©Sonsoles Gonzalez/Instagram

“I took a huge financial risk. But I knew in my heart there was a real need out there, not just to give women my age access to haircare that was specifically developed to address the changes their hair was going through, but to help change the narrative around women to aging to be more positive, and more reflective of how women 50+ were really living their lives today.”

From one day packing boxes in her warehouse to live streaming into an HSN TV appearance, she ensures her career, kids, house, and husband are all taken care of.