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.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

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.