What Got2b does

Got2b is a mass-market hair styling and coloration brand that designs, manufactures, and sells a broad portfolio of haircare products including gels, styling creams, waxes, hairsprays, mousses, styling powders, dry shampoos, heat protection sprays, shine sprays, and brow/edge styling gels. Products are formulated with vegan ingredients and high percentages (70-99%) of naturally derived components, packaged in recyclable aluminum cans and recycled plastic bottles. The brand operates under Henkel AG & Co. KGaA, a publicly listed German multinational headquartered in Düsseldorf, and distributes through general retail, pharmacy, and e-commerce channels across the Americas (USA), Europe (since 2004), and Asia Pacific (since 2007).

The brand differentiates through a co-creation model in which products are developed collaboratively with handpicked consumers and fans rather than professional models or influencers, marketed as the first co-created mass-market brand. It maintains two principal sub-brands: the Glued line for ultra-strong hold styling products (spiking gels, blasting freeze hairsprays, brow gels) and the Curlz line for naturally wavy, curly, and coily hair types with defining jellies, mousses, styling creams, and detanglers. Product features include up to 96-hour anti-frizz hold, heat protection up to 230°C, and break-resistance claims for the Curlz range. The NaviLens accessibility technology is integrated into packaging to support visually impaired consumers by reading product information aloud in 54 languages from up to 3 meters away.

Got2b's business model is a one-time-purchase consumer goods model targeting primarily Gen Z and Gen Alpha consumers, with secondary focus on the LGBTQIA+ community and consumers with textured hair. Revenue is generated through retail and e-commerce sales without disclosed pricing transparency. Marketing is executed through organic social channels (Instagram, TikTok), event sponsorships (MOBO Awards 2026), and purpose-driven partnerships with Ditch The Label (anti-cyberbullying) and ILGA Europe (LGBTQIA+ advocacy), plus an interactive presence on the ROBLOX gaming platform. Brand-level marketing and management headcount is reported at 11-50 employees, with operational scale provided through Henkel's parent infrastructure.

Name

Got2b

Legal name

Henkel AG & Co. KGaA

Website

https://got2b.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Got2b is a mass-market hair styling and coloration brand owned by Henkel, selling vegan gels, hairsprays, mousses, dry shampoos, and brow products across the Americas, Europe, and Asia Pacific, primarily targeting Gen Z and Gen Alpha consumers through a co-creation model.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

akta.pro secondary industry

Ethnic & Textured Haircare (CRABABAL)

Keywords

• Hair styling products
• Hairsprays and gels
• Dry shampoos
• Hair mousses and waxes
• Curly hair care

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hair Styling Products: Got2b generates revenue through the sale of hair styling products including gels, hairsprays, mousses, waxes, powders, dry shampoos, and brow/edge styling products. Products are sold through retail stores and e-commerce platforms.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Got2b manufactures and sells hair styling and coloration products including gels, creams, waxes, hairsprays, mousses, powders, and dry shampoos under sub-brands such as Curlz (for wavy, curly, and coily hair) and Glued (for ultra-strong hold styles). The brand targets Gen Z and Gen Alpha consumers with vegan formulations featuring high percentages of naturally derived ingredients, sold via retail stores and e-commerce platforms across the US, Europe, and Asia Pacific.

Product overview

Got2b is a hair styling and coloration brand under Henkel AG & Co. KGaA, positioned as the #1 hair styling and coloration brand for Gen Z and Gen Alpha. The product portfolio is organized by styling formats (gels/creams/waxes, hairsprays, dry shampoos, mousses, powders, setting products) and by consumer needs (curls, hold, volume, texture, grooming, brows & babyhair, refresh, care & protect, shine). Key sub-brands include the Curlz line for textured hair and the Glued line for ultra-strong hold styles. Products feature vegan formulas with high percentages of naturally derived ingredients and recyclable packaging. The brand operates on a co-creation model with consumers and fans.

Differentiator

Problem solved

Functional benefit

Products and services

• got2b Curlz Line Hair styling range designed for naturally wavy, curly, and coily hair types. Includes Styling Cream, Defining Jelly, Twisted Mousse, Refreshing Dry Oil Mist, Flexible Curl Mousse, and Moisturizing Detangler. Vegan formulas with naturally derived ingredients.
• got2b Glued Line Ultra-strong hold hair styling products for spiky and dramatic hairstyles. Includes Water Resistant Spiking Gel, Ultra Glued Indestructible Styling Gel, Spiking Wax, Blasting Freeze Hairspray, and brow styling products.
• Happy Hours 24 Hours Hold Hairspray Long-lasting hold hairspray providing dramatic hold for up to 24 hours. Vegan formula with 41% natural-derived ingredients in recyclable aluminum can.
• Volumania 24h Volumizing Hairspray Volumizing hairspray providing push-up effect with hold lasting up to 24 hours. Vegan formula with 88% natural-derived ingredients in recyclable aluminum can.
• Glued Blasting Freeze Hairspray Ultra-strong hold hairspray providing up to 72 hours of hold without stickiness. Vegan formula in recyclable aluminum can for extremely tough looks.
• Volumania 24h Volumizing Mousse Volumizing mousse providing 2x more volume with hold for up to 24 hours. Vegan formula with 92.8% naturally derived ingredients in can made from 50% recycled aluminum.
• got2b Curlz Flexible Curl Mousse Curl defining mousse with aloe vera and panthenol for bouncy, luscious curls. Vegan formula with 95.5% naturally derived ingredients for wavy and curly hair (types 2 and 3).
• got2b Twisted Mousse Curling mousse providing up to 96 hours anti-frizz effect and protection against blow dry damage. Vegan formula with 86.3% natural ingredients for wavy, curly, and coily hair.
• got2b Curlz Moisturizing Detangler Moisturizing detangler for easy curl slip and 5x breakage resistance. Vegan formula with 96% naturally derived ingredients in recyclable packaging for wavy, curly, and coily hair.
• got2b Curlz Styling Cream Hydrating styling cream that defines curls and coils without residues, flakes, or build-up. Can be used as leave-in, pre-shampoo, conditioner, or mask. For naturally curly and coily hair.
• got2b Curlz Defining Jelly Curl defining jelly for hydrated, frizz-free curls with lightweight hold and bounce. Flake-free, vegan formula with 95.6% naturally derived ingredients for curly and coily hair.
• got2b Curlz Refreshing Dry Oil Mist Dry oil mist for shiny, luscious, revitalized curls with frizz control and glossy finish. Silicone-free, vegan formula with triglyceride for wavy, curly, and coily hair.
• got2b Ultra Glued Indestructible Styling Gel Ultra-strong hold styling gel for up to 48 hours with slow-drying formula for styling time. Vegan formula with 89% natural-derived ingredients in recyclable packaging.
• got2b Glued Water Resistant Spiking Gel Water and sweat resistant spiking gel for ultra-strong hold until next wash. Gentle on scalp, suitable for all hair types.
• got2b Glued Spiking Wax Strong hold spiking wax without crunch for moldable, tough looks. Vegan formula with 83% natural-derived ingredients.
• Chaotic Modelling Fibre Gum Modelling fibre gum for controlled messy looks with strong but elastic hold. Vegan formula with 70% naturally derived ingredients in recyclable packaging.
• Beach Matt Paste Matt surfer look paste for texturized hairstyles with medium hold. Suitable for tousled, dishevelled, tamed, or straight styles.
• Beach Matt Mattifying Hairspray Mattifying hairspray for surfer styles with up to 24 hour matt finish. Vegan formula with 56% natural-derived ingredients.
• iStyler Texture Clay Texture clay for individual matt looks with dramatic hold. Vegan formula with 85% naturally derived ingredients in recyclable jar.
• Powderfull Volumizing Styling Powder Instant volume and root boost powder with weightless formula for fuller looking hair. Vegan formula with 80% natural-derived ingredients.
• Guardian Angel Heat Protection Spray Heat protection spray protecting hair up to 230°C with frizz control for 96 hours. Vegan formula with 96.8% naturally derived ingredients in 50% recycled plastic bottle.
• got Gloss Glass Hair Shine Finish Glass hair shine spray providing mirror-like shine and frizz control for 48 hours with heat protection up to 230°C. Lightweight spray for sleek, glossy hair.
• Oil-Licious Lightweight Styling & Care Oil Lightweight styling and care oil with Argan and Jojoba oils for nourished, glossy hair. Vegan formula with 97% natural-derived ingredients in recyclable bottle.
• Beach Trippin' Texturizing Salt Spray Salt-infused texturizing spray for beachy hair texture and tousled look year-round. Vegan formula with 96.8% naturally derived ingredients in 50% recycled plastic bottle.
• Dry Shampoo Extra Fresh Dry shampoo for instant cleanse and refresh between washes with up to 24 hours volume and freshness. Vegan formula with 8.6% natural-derived ingredients in 50% recycled aluminum can.
• Dry Shampoo Extra Volume Dry shampoo providing instant refresh with up to 24 hours volume and freshness without visible residues. For hair refresh between washes.
• Dry Shampoo Extra Texture Dry shampoo with extra texture boost for refresh between washes with up to 24 hours volume and freshness without visible residues.
• Dry Shampoo Extra Care Lightweight Spray Mist

Quantifiable outcome

• Products provide up to 96 hours of anti-frizz effect
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MOBO AwardscoreGTM or Marketing Partner · 24 February 2026Got2b is a brand partner for the 2026 MOBO Awards ceremony celebrating Grime music's 25th anniversary. The event takes place at Manchester's Co-op Live on March 26, 2026.
• Ditch The LabelcoreStrategic or Co-development Partner · 1 January 2021Global partnership with Ditch The Label, a digital-first youth organization supporting young people affected by cyberbullying and online abuse. The partnership includes anti-cyberbullying campaigns, the DTL Harmful Content Removal Tool, and educational initiatives. Collaboration began on Anti-Cyberbullying Day 2021.
• ILGA EuropecoreStrategic or Co-development PartnerProud partner of ILGA Europe, an international organization fighting for LGBTQIA+ rights in Europe and Central Asia. Partnership aims to amplify voices, celebrate identities, and make self-expression a movement.
• Amazon MusicminorGTM or Marketing PartnerCo-partner with Got2b in the MOBO Awards 2026 celebration.
• Prostate Cancer UKminorGTM or Marketing PartnerCo-partner with Got2b in the MOBO Awards 2026 celebration.
• Huda BeautyminorGTM or Marketing PartnerCo-partner with Got2b in the MOBO Awards 2026 celebration.
• VevominorGTM or Marketing PartnerCo-partner with Got2b in the MOBO Awards 2026 celebration.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Aussie: Unilever mass-market hair care brand with strong identity-driven marketing across hairsprays, mousses, and treatments; comparable in tone of voice and youth-oriented positioning to Got2b.
• Schwarzkopf: Fellow Henkel-owned mass-market hair styling and coloration brand with overlapping product formats (hairsprays, gels, mousses) and global distribution; sister brand under the same parent with directly comparable category positioning.
• L'Oréal Paris Studio Line: L'Oréal's mass-market hair styling line featuring gels, sprays, and creams at comparable price points; directly comparable on product format, target demographic, and retail channel strategy.
• TRESemmé: Unilever-owned mass-market hair styling brand offering sprays, gels, and creams targeting similar everyday styling use cases; one of Got2b's closest direct competitors in global mass-market haircare.
• Syoss: Henkel's mass-market salon-inspired haircare brand covering shampoos, conditioners, and styling products across Europe and other regions; directly competes with Got2b in the same mass-market styling category.
• Garnier Fructis: L'Oréal mass-market haircare line offering shampoos, styling products, and treatments; directly comparable on price tier, retail channel, and broad consumer targeting.
• Bed Head by TIGI: Unilever mass-market styling brand known for texturizers, pastes, and finishing sprays; competes for the same bold-styling consumer occasions that Got2b's Glued line targets.
• OGX: Mass-market hair care and styling brand with ingredient-led positioning (botanical blends) sold across the same retail and drugstore channels Got2b targets; functionally and price-comparable.
• Cantu: Mass-market textured hair care brand specializing in products for curly and coily hair; the closest direct peer for Got2b's Curlz line within the same retail channels.

Broad incumbents

• Pantene: P&G's mass-market hair care mega-brand with broader portfolio (shampoos, conditioners, treatments, styling); overlaps with Got2b on styling but competes from a wider product footprint and deeper retailer relationships.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/got2b_official
• TikToktiktok.com/@got2b_official
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Got2b