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  • How is Better Not Younger meeting haircare needs?
  • How is Better Not Younger meeting haircare needs?
    Better Not Younger | Facebook (2019) ©
CASE STUDY

Better Not Younger: haircare for over-45 women

Catering to middle-aged and older women, Better Not Younger’s approach to haircare has cemented them as the leaders in “gray” beauty. Historically overlooked, brands are stepping up to offer female Gen Xers, Boomers, and Seniors what they want: representation and products that work.

Location United States

Scope
Could the next “unicorn” beauty start-up be a brand for women over the age of 45? One that addresses the wants and needs of those who aren’t interested in looking like a younger version of themselves? After the $1.2 billion valuation of runaway success Glossier, all eyes are on the beauty industry for its ability to harness consumer spending. [1] The global cosmetics market is expected to reach $805 billion by 2023, up from $532 billion in 2017, indicating a consistently growing appetite for all manner of beauty products. [2]

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