göt2b: Supporting LGBTQIA+ Communities with PRIDE Sponsorships and Anti-Bullying Initiatives
Henkel's two divisions, Adhesive Technologies and Consumer Brands, share a pioneering spirit aimed at enhancing everyday life now and for future generations. With over 145 years of heritage, Henkel’s brands and products significantly impact the lives of millions and drive industry transformation. In this series, "Beyond the Brand," we explore how Henkel’s leading brands align with organizational goals and continuously innovate to meet the needs of customers, consumers, and partners.
This edition spotlights göt2b, a beloved brand for over 20 years. Continue reading to discover more about göt2b's history, mission, innovations, sustainability efforts, and pioneering spirit.
The History of göt2b
göt2b, a trendsetting hair styling and coloring brand, was launched in the U.S. in 2001. It has since expanded internationally to Europe and the Asia-Pacific region, offering a diverse range of products that help consumers showcase their personalities.
The Purpose of göt2b
göt2b champions self-expression, empowering individuals to celebrate their uniqueness through their hair style and color. The brand’s products are crafted to help consumers reflect their personality, passions, and attitude.
Innovations from göt2b
göt2b leads the industry with innovations in hair styling and coloring, continuously engaging with authentic users to develop products that cater to diverse consumer needs. Notable innovations include the popular göt2b Glued, a high-hold gel for men, and its counterpart, göt2b Glued for Protective Styles, designed for wig installations. This line offers strong hold with a skin-friendly formulation, allowing bold styles to stay put.
The brand incorporates social listening and consumer feedback into product development and communications, leading to the release of innovative products such as vibrant color ranges like Color Pop, Color Remix, and Metallics, along with a wide array of styling products.
Sustainability from göt2b
göt2b is committed to creating products that not only deliver outstanding styling and coloring results but also minimize environmental impact. In collaboration with TerraCycle® in North America, Henkel supports eco-friendly consumer behavior through the göt2b® Hair Styling Free Recycling Program. This initiative allows consumers to send in empty packaging for recycling, promoting a circular economy.
Beyond the göt2b Brand
göt2b has a strong history of supporting the LGBTQIA+ community and fostering inclusive spaces. The brand has sponsored PRIDE parades, the Revry Pride Ball, and a custom challenge on RuPaul’s Take it to the Runway miniseries. In 2023, göt2b created an immersive experience at RuPaul’s DragCon, supporting organizations like the Drag Defense Fund.
Henkel and göt2b have also partnered with Ditch the Label, an organization aiding youth affected by cyberbullying and online abuse. This partnership provides tools, resources, and support, including specific programming for LGBTQIA+ youth.
The success of göt2b is driven by a dedicated team focused on problem-solving and creating solutions that benefit Henkel, the brand, and the communities they serve.
This edition spotlights göt2b, a beloved brand for over 20 years. Continue reading to discover more about göt2b's history, mission, innovations, sustainability efforts, and pioneering spirit.
The History of göt2b
göt2b, a trendsetting hair styling and coloring brand, was launched in the U.S. in 2001. It has since expanded internationally to Europe and the Asia-Pacific region, offering a diverse range of products that help consumers showcase their personalities.
The Purpose of göt2b
göt2b champions self-expression, empowering individuals to celebrate their uniqueness through their hair style and color. The brand’s products are crafted to help consumers reflect their personality, passions, and attitude.
Innovations from göt2b
göt2b leads the industry with innovations in hair styling and coloring, continuously engaging with authentic users to develop products that cater to diverse consumer needs. Notable innovations include the popular göt2b Glued, a high-hold gel for men, and its counterpart, göt2b Glued for Protective Styles, designed for wig installations. This line offers strong hold with a skin-friendly formulation, allowing bold styles to stay put.
The brand incorporates social listening and consumer feedback into product development and communications, leading to the release of innovative products such as vibrant color ranges like Color Pop, Color Remix, and Metallics, along with a wide array of styling products.
Sustainability from göt2b
göt2b is committed to creating products that not only deliver outstanding styling and coloring results but also minimize environmental impact. In collaboration with TerraCycle® in North America, Henkel supports eco-friendly consumer behavior through the göt2b® Hair Styling Free Recycling Program. This initiative allows consumers to send in empty packaging for recycling, promoting a circular economy.
Beyond the göt2b Brand
göt2b has a strong history of supporting the LGBTQIA+ community and fostering inclusive spaces. The brand has sponsored PRIDE parades, the Revry Pride Ball, and a custom challenge on RuPaul’s Take it to the Runway miniseries. In 2023, göt2b created an immersive experience at RuPaul’s DragCon, supporting organizations like the Drag Defense Fund.
Henkel and göt2b have also partnered with Ditch the Label, an organization aiding youth affected by cyberbullying and online abuse. This partnership provides tools, resources, and support, including specific programming for LGBTQIA+ youth.
The success of göt2b is driven by a dedicated team focused on problem-solving and creating solutions that benefit Henkel, the brand, and the communities they serve.
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