Beauty

These New Beauty Brands Won’t Promise To Make You Look Younger

'Pro-age' is the new beauty buzzword as solution-based hair and skincare aimed at menopausal women shake up the shelves. Meet the disruptors leading the charge.

By Natalie Cornish

Beauty

'Pro-age' is the new beauty buzzword as solution-based hair and skincare aimed at menopausal women shake up the shelves. Meet the disruptors leading the charge.

By Natalie Cornish

When Sonsoles Gonzalez, a 25-year veteran of the beauty industry, noticed her hair greying and thinning in her late-40s, she knew she was experiencing a wider, untapped ‘cosmetic’ issue: the menopause.

“Greying required me to colour every four weeks and my thick black pony tail became thinner,” she tells Future Women. “I started struggling to find products that could work with my changing hair. I noticed how really no-one was talking to me. I wasn’t surprised, having been part of that industry for many years. I can tell you we spent no time on this target.”

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