Love Unites All: A Spotlight on göt2b and Pride Month

At Henkel, we believe love is a universal language that transcends boundaries and brings people together, which is why we’re excited to celebrate Pride Month this year with the theme ‘Love Unites All!’ Pride is only one of the ways that we commit, along with our brands, to fostering a culture of belonging throughout the year where everyone feels their unique identity is included and respected.

One Henkel brand that has a long legacy of working to foster safe spaces and create captivating events along with the LGBTQIA+ community is göt2b, and Pride Month 2023 is no exception! göt2b offers a full range of vibrant hair styling and coloring products that allow one to express individuality, and for Pride this year the brand is proud to work with the drag community, queer-first channels and creators, and other companies who are also committed to providing platforms for self-expression to the LGBTQIA+ community. Read on for details about partnerships with RuPaul’s Drag Race, the Revry Pride Ball, the NYC Pride March, and more!

göt2b and the Drag Community

Drag queens and performers have been an integral part of the LGBTQIA+ community for decades, and göt2b is proud to work with a number of drag icons, organizations, and creators this year. One such icon is RuPaul, one of the world’s most recognizable drag queens, who has built a media empire around her fast-paced drag competition show, RuPaul’s Drag Race.

Earlier this year, göt2b and RuPaul’s Drag Race put drag on a fast track to the future by sponsoring a custom challenge titled ‘That’s So Metal’ on RuPaul’s Take it to the Runway (YouTube) miniseries. Two fan-favorite queens were surprised and delighted to find göt2b’s Metallic Color and Styling products taking center stage as inspiration for this challenge. The contestants were tasked with creating high-quality, high-fashion costumes out of household trash and crafting supplies while donning multidimensional colored wigs in varying göt2b shades.

göt2b also set up a vivid immersive experience at RuPaul’s DragCon in Los Angeles, a convention with attendance upwards of 100,000 people celebrating the drag community and supporting key LGBTQIA+ causes like the Drag Defense Fund. The göt2b booth featured meet and greet events with five beloved drag queens who led interactive product demonstrations featuring the Metallics Color line and the many ways of using göt2b products for perfect wig application, styling and removal.

Revry, a global streaming network that hosts queer-first content and amplifies the talent of LGBTQIA+ creatives, recently hosted their annual Pride Ball. göt2b was proud to sponsor this live drag queen ballroom dancing competition featuring hundreds of competitors, celebrity judges, and live shows designed to stun the crowd. The audience was entertained by dazzling performances in the four custom göt2b categories where contestants dyed their hair in iconic Metallics shades and showed off their prowess across a variety of drag skill areas.

göt2b and Walmart

Throughout the month of June, Walmart’s Corporate Social Responsibility team is elevating LGBTQIA-owned and founded brands through their Pride Hub, and göt2b is honored to be one of only three corporate labels included as a brand that authentically advocates for and supports the queer community year-round.

On its hub, Walmart recognizes the impact of Henkel and göt2b’s $150,000 partnership with Ditch the Label, a youth organization that supports people between the ages of 12 and 25 who are affected by cyberbullying and online abuse. The partnership has opened conversations to raise awareness and empower those affected by providing tools, resources, and guidance. Ditch the Label’s digital tools include specific programming for LGBTQIA+ youth and offer online safe spaces where everyone is free to seek help and embrace who they really are.

New York City and Toronto Pride

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To round out a month full of celebration, göt2b sponsored the 53rd annual NYC Pride March and the 42nd Annual Toronto Pride Festival on June 25, which are among the largest global events celebrating the LGBTQIA+ community each year. Nearly 100 Henkel employees marched together, along with göt2b influencer and celebrity hair stylist, Tokyo Stylez, along with leaders from the Henkel Pride Employee Resource Group. The groups marched along the parade routes, cheering with tens of thousands of participants and over a million sidewalk spectators to celebrate our differences and demonstrate our commitment to fostering an inclusive and supportive workplace environment.

göt2b, Henkel, and the rest of our brands are committed to promoting individuality, authenticity, respect, and support within the LGBTQIA+ community and beyond.

We are proud to partner with events and organizations that also recognize the importance of amplifying diverse voices and celebrating the countless contributions of the queer community to society.