Better Not Younger
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About Better Not Younger
Better Not Younger positions itself within the specialized segment of age-inclusive haircare, targeting the unique needs of mature hair with science-backed formulations. The brand's commitment to clean beauty principles manifests through plant-based ingredients, sulfate-free formulations, and third-party cruelty-free certification, establishing credibility in the conscious beauty space.
As an independent brand founded in 2019, Better Not Younger demonstrates selective sustainability engagement, with notable strengths in animal welfare standards and ingredient transparency, while showing significant opportunities for development in climate action and supply chain accountability. The brand's North American manufacturing base and recyclable packaging initiatives represent foundational environmental efforts, though comprehensive sustainability reporting and measurable impact metrics remain absent from public disclosures.
The Good Stuff
Where Better Not Younger appears to be making meaningful progress. We cross-referenced these findings with multiple independent sources.
Third-Party Certified Cruelty-Free Standards
Verified cruelty-free status through recognized certification programs, confirming no animal testing across the entire supply chain with additional commitment to avoiding sales in markets requiring animal testing
Recyclable Packaging Innovation
Demonstrates environmental consideration through 100% recyclable bottles and cartons, incorporating 25% recycled resin content in select packaging components
Clean Formulation Standards
Plant-based ingredient philosophy eliminates sulfates and parabens from formulations, with independent safety databases confirming low hazard ratings for multiple products
The Reality Check
Areas where the publicly available data gets murky, incomplete, or concerning. We're transparent about the limitations of our analysis.
Climate Strategy Void
Absence of greenhouse gas emissions reporting, science-based targets, or any documented climate action strategy represents a significant gap in environmental accountability
Supply Chain Opacity
Limited transparency regarding labor practices and supplier audits, with only general statements about responsible sourcing lacking independent verification or detailed documentation
Ecosystem Impact Blind Spot
Complete absence of biodiversity protection initiatives, wildlife conservation partnerships, or habitat restoration programs indicates missed opportunities for environmental stewardship
Better Not Younger's
Impact Aura
A visual representation of Better Not Younger's positive impact
across People, Planet and Animals
Each colored area represents the brand's performance in that sustainability category. The size and intensity of each blob corresponds to their score—larger, more vibrant areas indicate stronger performance.
Our Research
Key findings from our comprehensive analysis of Better Not Younger's sustainability performance across People, Planet & Animals impact.
Positive Impact on People
Research Highlights
- Ingredient safety demonstrates third-party verification with some products rated as low hazard by independent safety databases
- Marketing claims align with plant-based, sulfate-free and paraben-free formulations independently verified by external sources
- Manufacturing partners follow responsible sourcing practices according to brand statements, though independent audits remain undisclosed
- Production facilities located in USA and Canada but lack publicly available supplier audit documentation
- Social impact programs and community investment initiatives show no measurable public reporting or verification
Evidence Strength
Strong documentation for ingredient safety and marketing claims, significant gaps in labor practice verification and social impact measurement
Positive Impact on Planet
Research Highlights
- Packaging incorporates 100% recyclable bottles and cartons with 25% recycled resin content in select products
- Chemical formulations demonstrate plant-based ingredients free from sulfates and parabens with moderate hazard ratings
- Climate action shows complete absence of greenhouse gas reporting or science-based target commitments
- Water stewardship lacks any facility-level performance metrics or reduction strategy documentation
- Biodiversity protection programs and habitat restoration initiatives remain entirely undisclosed
Evidence Strength
Moderate verification for packaging and chemical practices, comprehensive gaps across climate, water, and biodiversity reporting
Positive Impact on Animals
Research Highlights
- Cruelty-free certification through recognized third-party programs confirms no animal testing across entire supply chain
- Vegan formulations verified by independent sources with noted exceptions in select product lines
- Brand confirms no sales in mainland China, ensuring alignment with cruelty-free commitments
- Wildlife conservation funding and habitat restoration partnerships show no public documentation
- Sustainable sourcing protocols for any animal-derived ingredients lack certification or verification
Evidence Strength
Excellent third-party verification for cruelty-free status with strong vegan positioning, absence of wildlife conservation initiatives
See the Receipts
We don't just make claims—here are the official certifications that prove Better Not Younger's sustainability commitments.
Frequently Asked Questions
Is Better Not Younger cruelty-free?
Yes, Better Not Younger demonstrates strong cruelty-free credentials through third-party certification programs. Live By's assessment confirms the brand maintains no animal testing across its supply chain and avoids sales in markets requiring animal testing, establishing reliable cruelty-free status.
Is Better Not Younger sustainable?
Better Not Younger shows selective sustainability engagement with strengths in cruelty-free practices and recyclable packaging incorporating recycled content. However, Live By's comprehensive assessment reveals significant gaps in climate action, supply chain transparency, and biodiversity protection that limit overall sustainability performance.
Does Better Not Younger use clean ingredients?
Evidence indicates Better Not Younger prioritizes clean formulations through plant-based ingredients free from sulfates and parabens. Independent safety assessments confirm low hazard ratings for several products, though comprehensive ingredient transparency across the full product line remains limited.
Is Better Not Younger vegan?
Better Not Younger maintains predominantly vegan formulations across its product range, with independent verification confirming vegan status. However, some product exceptions have been noted, suggesting buyers should verify individual product formulations for complete vegan compliance.
What certifications does Better Not Younger have?
Live By's research identifies third-party cruelty-free certification as Better Not Younger's primary verified credential. The brand lacks additional sustainability certifications for environmental management, fair trade practices, or organic standards that would strengthen its accountability framework.
How does Better Not Younger address environmental impact?
Better Not Younger demonstrates limited environmental action through recyclable packaging with partial recycled content and clean chemical formulations. However, the absence of climate targets, water stewardship programs, or biodiversity initiatives indicates substantial opportunity for environmental performance improvement.
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The Bottom Line
Better Not Younger establishes credibility in cruelty-free haircare with verified animal welfare standards and clean formulation principles, though comprehensive sustainability integration remains underdeveloped. The brand's selective approach to environmental and social responsibility suggests significant potential for expanding its impact through enhanced transparency and measurable sustainability initiatives.