Got2b

Got2b is a mass-market hair styling and coloration brand that operates as a sub-brand of Schwarzkopf within the German consumer-goods company Henkel AG & Co. KGaA. It launched in the United States and is built around street-styling trends and self-expression, with marketing aimed primarily at younger consumers. The brand remains active, with a current website and recent product launches.

The company describes Got2b as "a trend brand for hair styling & coloration born in the US." Its range spans gels, waxes, hairsprays, mousses and styling creams, alongside a coloration line. The brand is best known publicly for Got2b Glued, a strong-hold styling product that found a second life online well beyond its original purpose.

Henkel's North American corporate material dates the brand's launch to the United States in 2001, in the hair-styling category [6]. A second date also appears in the record: German Wikipedia gives 2004 as the year Got2b — described there as a brand based on street-styling trends — was introduced to European retail [4]. The two are not in direct conflict so much as different events; the parent company treats 2001 as the launch and 2004 as the European market entry.

From there the brand widened its geographic footprint, reaching the Asia-Pacific market in 2007. In 2017 it added a coloration category with the launch of got2b color, extending the brand from styling into hair dye [5].

Got2b sits under the Schwarzkopf umbrella, the hair-cosmetics house owned by Henkel. Henkel, based in Düsseldorf, acquired Schwarzkopf in 1995 from the Schwarzkopf family and the former Hoechst corporation [4]. Schwarzkopf consolidates a number of hair brands, of which Got2b is one; the Got2b website carries a Henkel copyright [2]. There is no standalone English-language Wikipedia article for the brand, which is documented as a sub-brand within the Schwarzkopf entry.

Got2b frames itself around co-creation. According to the company, "co-creation is the heart of everything we do," and it states that its products are "co-created together with handpicked consumers and fans of the brand." On that basis it describes itself as "the first co-created mass market brand" [2]. The approach extends to its advertising: the company says it works only with its "Co-Creators," highlighting "real & authentic people instead of professional models or influencers."

The positioning targets a young audience — Henkel describes Got2b as "an inclusive brand" meant to let people "show their personality, passions, and attitude through their hair style or color," with a stated purpose to "empower everyone to celebrate their originality and individuality" [6]. The brand markets itself as a leading styling and coloration name for Gen Z and Gen Alpha, and uses the tagline "For whoever you want 2b!" The company also says it supports LGBTQIA+ communities through Pride sponsorships and partnerships with drag organisations, and has worked with the anti-cyberbullying nonprofit Ditch the Label.

The brand's product families are organised by styling need. Got2b Glued is the flagship, a high-hold line spanning spiking gel, wax and the Blasting Freeze Hairspray, marketed on the promise that it "holds like glue" for long-lasting hold [3]. Other lines include Volumania for volume, Phenomenal and Beach Matt for texture and matte finishes, and Curlz, a curl-focused range the company says it developed together with curly-haired consumers. The coloration side runs across ranges such as Color Pop, Color Remix and Metallics.

Got2b Glued is also notable for a use the brand did not originally design it for. Within cosplay, drag and wig-installation communities it became a widely shared tool for securing lace fronts and wig edges, documented across TikTok tutorials and beauty blogs [7][8]. Henkel has since acknowledged this directly, with a Got2b Glued for Protective Styles product it describes as made "specifically for women and any other consumers who love using the brand to bond wig installations" [6].

Got2b is an active brand. Its website is live and carries a 2026 copyright, and the company has continued to introduce products, including the Curlz line [2]. It is sold globally, with a presence across North America, Europe and the Nordic markets.