Better Not Younger was founded by Sonsoles Gonzalez, who spent years at big beauty companies, including running the global Pantene business, before starting it. On the brand's own blog she explains the spark. She used to sit in meetings about how to reach the 18 to 44 year old consumer, and joked about what happens to women after 44, until one day it was her. The brand dates its start to 2019, and it says it was the first to recognize that hair ages and to offer a full set of solutions for it.

That is why I like the way it is organized. Better Not Younger does not talk about thinning hair as a failure. It talks about it as a stage, with menopause and female hair loss named out loud, which is rarer than it should be.

If you searched better not younger, you are probably after one of two things: a scalp serum, or something that makes fine, flat hair look fuller without making it crunchy. This edit has both.

The first grid is Better Not Younger itself, from scalp serums to shampoo, conditioner, a masque, a thickener spray and a hairspray. The second grid is serums and shampoos for thinning hair that I compared them with. My tip: part your hair in a few places and apply a scalp serum right on the skin, not on the strands.

The scalp comes first in the Better Not Younger line. Superpower Fortifying Hair & Scalp Serum is a lightweight scalp serum built on a blend of biotin, niacinamide and Procapil, with ginger and centella asiatica. Superpower+ Advanced Hair Densifying Scalp Serum is a concentrated gel for noticeable thinning and a sensitive scalp, with rosemary extract and apple cider vinegar. The brand says 90% of women saw visible improvement after eight weeks with the first, and that 84% said their scalp looked less visible with the second. Those are the brand's own figures, so read them as that.

The Wake Up Call line is the wash step. Volumizing Shampoo is a gentle sulfate-free shampoo for thinning, flat hair, and Volumizing Conditioner is sulfate-free and meant to smooth without weighing hair down, with the brand claiming breakage reduced by up to 98%. Hair Redemption Restorative Butter Masque is a lightweight mask made for thin hair, offering moisture, repair, shine and frizz control.

For styling, Lift Me Up Hair Thickener is a root-lifting spray that also nourishes the scalp, and Wake Up Call Thickening Hairspray is a biotin-powered flexible hold. Second Chance Hair, Face & Body Nourishing Oil is a lightweight dry oil with Abyssinian oil, and it is the one product here that you can use from head to toe.

What I would skip: the masque on roots. Keep it on the mid-lengths and ends, or your volume will fall flat.

Here are the products I would compare. Among the serums, Vegamour GRO Hair Serum is a clean, vegan serum that aims at density and shedding, and the most reviewed serum here. Nécessaire The Scalp Serum has five percent Capixyl and one percent hyaluronic acid, and it is fragrance free and quick drying with no residue. Act+Acre 2% Stem Cell Scalp Serum uses apple stem cells and is described as clinically proven to reduce shedding.

Living Proof Scalp Care Density Serum is the one that also addresses graying hair, a lightweight, non-greasy serum with clinically proven results in as little as 90 days. Virtue Flourish Density Booster is a botanical nutrient infusion for the scalp, for fine to medium hair. These are the formulas I would give a full 90 days, because that is the window the brands themselves use.

Then the shampoos. BondiBoost HG Shampoo is a vegan shampoo with rosemary, saw palmetto and horsetail, and it comes in a large bottle. Nécessaire Rosemary Shampoo has pure rosemary oil, plant proteins and five ceramides, and it won an Allure Best of Beauty award in 2024. Fable & Mane Volumizing Shampoo is weightless, with fenugreek seed, for fine to medium hair that runs dry.

If you only try one, I would begin with a serum and keep your normal shampoo for a month, so you know what is actually making a difference.

What I would skip: switching serum, shampoo and styling products all in one week. You will not know which one is working.

I think the sensible approach is to start with the scalp and be patient. Choose one serum, apply it consistently, and give it the full window the brand names before you decide. Add a volumizing shampoo or a root spray later for the days you want more lift, and judge each one on its own. Better Not Younger or not, the rule is the same. And if your hair is changing for medical reasons, talk to a doctor, because no serum replaces that conversation. If you want to keep browsing, I also put together Nutrafol Men and the Founders Who Started It After Their Own Thinning Hair and What a Hair Growth Shampoo Can and Cannot Do for Thinning Hair.