Henkel

What Henkel does

göt2b® is a mass-market consumer hair styling and hair color brand owned by Henkel Corporation, the US operating subsidiary of Henkel AG & Co. KGaA (a publicly traded German multinational). The brand's portfolio is organized into three color sub-brands (Metallics permanent color with 13+ shades leveraging a metallic-shine booster for warm/cool shimmer; Color Remix semi-permanent kit with a pastelizer for customizable intensity lasting up to 15 washes; Bleach It lighteners providing up to 9 levels of lift) and four styling sub-brands (glued® extreme-hold styling gels, waxes, sprays, and Bonding Glue for protective styles; curled® vegan curl jelly/foam/cream/oil for types 2-4 textured hair; Protective Styles including wig glue and remover; and a men's styling range of thickening cream, texturizing clay, pomade, and light-hold gel). Core technology is rooted in formulation chemistry — proprietary polymers (Alpha XTR), anti-fading color systems, metallic-shine boosters, and dermatologist-tested bonding adhesives — rather than software or AI.

The business model is straightforward B2C consumer packaged goods: one-time purchase of physical products at mainstream retail price points through three primary channels: (1) physical retail via drugstores, mass merchandisers, and beauty supply chains; (2) direct-to-consumer e-commerce at got2b.us; and (3) wholesale distribution under the Henkel parent. Customer segmentation is hybrid, spanning youth/young adult self-expression buyers as the primary segment, plus secondary segments in protective style wearers (wigs, braids, weaves), men's grooming, and the curly/textured hair community (types 2-4). The brand monetizes through unit sales rather than subscriptions or licensing.

Go-to-market emphasizes content marketing and social community engagement. The brand maintains a 30+ article content hub, embedded tutorial videos, influencer collaborations (e.g., Stephanie Ledda), and product-page education (ingredients, FAQs, related-product recommendations). QR codes on packaging link to live color preview microsites on third-party domains. The brand claims the #1 styling glue position in the US (göt2b® glued® Spiking Wax) and positions itself around bold, trend-forward self-expression with the "4 whöever you want 2b" tagline. Geographic focus is North America under the Henkel Corporation entity, with global brand rights sitting at Henkel AG & Co. KGaA headquartered in Düsseldorf, Germany.

Name

Henkel

Legal name

Henkel Corporation

Website

https://got2b.us

Company type

Private

Operating status

Operating

Short description

göt2b® is a mass-market consumer hair styling and color brand under Henkel Corporation, selling permanent and semi-permanent hair color, bleaches, styling gels, waxes, and protective-style products across drugstores, mass merchandisers, beauty supply, and direct e-commerce. It serves youth, protective style wearers, curly-haired consumers, and men in North America.

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 industry

PRIMARYCRABALAC

Professional Hair Styling & Finishing

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

SECONDARYCRABABAD

Hair Color & Bleaching

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABABAM

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

Consumer Products & Retail/Beauty & Personal Care/Haircare

Keywords

• Hair styling products
• Hair color products
• Consumer hair care
• Styling gels and glues
• Wig bonding adhesives

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Hair Care Product Sales: göt2b® generates revenue through the sale of hair styling and hair color products to consumers. Products are sold as one-time purchases through retail stores, e-commerce, and beauty supply channels. The brand offers both permanent (single application) and semi-permanent (lasting up to 15 washes) color products, as well as reusable styling products like gels, waxes, mousses, and hairsprays.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Henkel's göt2b® brand manufactures and sells a portfolio of consumer hair care products, including permanent and semi-permanent hair color (Metallics, Color Remix), bleaching kits (Bleach It), and a wide range of styling products — styling gels, bonded wig adhesives, hairsprays, waxes, mousses, curl-defining jellies/foams/creams, thickening creams, pomades, and texturizing clays. Offerings are sold through the göt2b.com brand site and retail partners targeting consumers seeking bold self-expression, protective styling, and curl definition.

Product overview

göt2b® is a hair styling and coloring brand under Henkel offering a comprehensive portfolio of consumer beauty products. The product lineup consists of three main sub-brands: Metallics (permanent metallic hair colors in 13+ shades including Blue Mercury, Amethyst Chrome, and Cosmic Teal), Color Remix (semi-permanent customizable hair color kits lasting up to 15 washes), and Bleach It (hair lightening products offering 8-9 levels of lift). Styling products include the glued® line (styling gels, hairsprays, waxes, and mousses for strong hold and spikes), curled® line (curl defining products with 72-hour moisture and frizz control for type 2-4 hair), and men's styling products (thickening cream, texturizing clay, pomade, and light hold gels). The brand also offers protective style products including bonding wig glue and flash glue remover, all positioned for consumers seeking bold, expressive hair styling solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• göt2b® Metallics Permanent Hair Color Permanent metallic-finish hair color line for consumers seeking bold, shimmering color results; available in multiple metallic shades.
• göt2b® Color Remix Semi-permanent hair color line for consumers seeking temporary vivid color.
• göt2b® Bleach It Hair bleaching/lightening kits ranging from gentle, gradual lightening to all-out bleaching for bold color transformations.
• göt2b® glued® Styling Spiking Hair Gel High-hold spiking hair gel for edgy, spiky hairstyles and styling that requires extreme hold.
• göt2b® Ultra glued® Invincible Styling Hair Gel Maximum/extreme-hold styling hair gel for the strongest hold styling needs.
• göt2b® glued® Blasting Freeze Hairspray Freeze/finish hairspray providing long-lasting hold for finished styles.
• göt2b® glued® Brow & Edge Gel Styling gel for eyebrows and hairline edges, part of the glued® protective-style adhesive system.
• göt2b® glued® Bonding Glue (Wig Glue) Strong-hold bonding glue designed to install and secure lace-front wigs and hairpieces, allowing comfortable wear lasting up to two weeks.
• göt2b® (un)glued Flash Glue Remover Adhesive/solvent remover to safely remove glued bonding adhesive from skin and hair.
• göt2b® glued® Spiking Hair Wax Spiking hair wax providing hold and definition for spiky styles.
• göt2b® glued® on-the-go Wax Stick Portable on-the-go wax stick for travel and quick touch-ups.
• göt2b® glued® Spray Wax Spray-wax hybrid delivered via aerosol for hold and texture.
• göt2b® glued® Smooth & Hold Mousse Smoothing and holding styling mousse.
• göt2b® curled Curl Defining Jelly Jelly-format styling product defining curls and controlling frizz.
• göt2b® curled Flexible Curl Foam Foam-format styling product for flexible curl definition.
• göt2b® curled Styling Cream Styling cream for curl definition and frizz control.
• göt2b® curled Hair Spray Oil Spray-oil hybrid product for shine and curl nourishment.
• göt2b® Boosted Thickening Cream Thickening cream treatment to add volume and density to hair.
• göt2b® Chillin' Light Hold Hair Gel Light-hold men's hair gel for everyday styling.
• göt2b® Defiant Shine Pomade Shine pomade for men's grooming with polished finish.
• göt2b® Daring Texturizing Clay Texturizing clay for matte finish and defined texture in men's hair.
• göt2b® Spiked Up Styling Hair Gel Styling hair gel delivering spike and hold for men's hairstyles.

Quantifiable outcome

• Color lasts over 30 washes
• +8 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• OGX: Mass-market hair care brand focused on trend-led styling and treatment SKUs sold through drug and mass channels. Comparable to göt2b on bold styling positioning, mass distribution, and youth-skewing marketing.
• Schwarzkopf: Henkel's flagship mass-market hair color and styling brand sold globally through drugstores and mass retailers. Highly comparable to göt2b in product portfolio (permanent color, styling, men's), channel strategy, and target consumer, with overlapping but somewhat more premium positioning.
• Garnier: L'Oreal-owned mass-market hair color and care brand with a strong at-home permanent color and Fructis styling line. Directly comparable to göt2b on product mix, drug/mass distribution, and value-tier positioning.
• TRESemmé: Unilever mass-market hair styling brand sold through drugstores, mass, and food channels. Comparable on styling product category (gels, sprays, mousses), distribution strategy, and target mass-market consumer.
• Clairol: P&G-owned mass-market hair color and care brand with a strong at-home permanent color portfolio sold through the same drug and mass channels as göt2b. Directly comparable on hair color SKU breadth, distribution, and price tier.
• Revlon: Mass-market hair color and styling brand sold through drugstores, mass retailers, and food/drug channels. Comparable product portfolio across permanent color and styling, overlapping target consumer, and similar shelf competition.
• Bed Head by TIGI: Unilever-owned styling brand targeting younger consumers with bold, expressive hair styling products. Comparable to göt2b glued® line on trend-driven styling positioning, mass and salon-channel distribution, and youth target consumer.

Emerging players

• Cantu Beauty: Mass-market brand focused on curly, textured, and protective style hair care with strong retail presence in drug, mass, and beauty supply. Comparable to göt2b's curled® and Protective Styles lines on target consumer and curly/textured hair positioning.
• Moroccanoil: Premium hair styling and treatment brand with growing mass and salon-channel presence. Comparable to göt2b's styling portfolio on product category and consumer overlap, though positioned at a higher price tier with salon-channel heritage.

Broad incumbents

• L'Oreal Paris Hair Color: L'Oreal's mass-market hair color and styling line, the dominant share leader in US drugstore hair color. Directly comparable to göt2b on channel (drug/mass), price point, and DIY at-home color positioning, but with substantially broader portfolio and marketing budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

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 Henkel