Global hair brand got2b officially launches in India
INDIA – Henkel-owned got2b has officially entered the Indian market on January 20, 2026, introducing its bold hair styling lineup to tap into the rising demand for creative, self-expressive products among Gen Z consumers.
Rooted in Germany and drawing from urban counterculture, got2b champions individuality over trends, offering high-performance styling solutions suited to diverse hair textures and climates worldwide.
Kartik Kaushik, General Manager for Henkel Consumer Brands India & South Asia, stated, “Young India is rewriting the rules of self-expression with confidence and creativity.”
“got2b is designed for Gen Z, a generation that loves to experiment, push boundaries, and express who they are through their hair. It’s a bold, playful brand that celebrates individuality.”
Key introductions feature cult favourites like Glued Gel for strong hold, ultra-durable Glued Hairspray delivering 72 hours of non-sticky control, and Glued Wax for flexible, crunch-free spikes.
The range expands with dry shampoos: Extra Fresh (Apple & Sandalwood scent for 48-hour freshness) and Extra Volume (Lemon & Bergamot scent).
got2b products are now stocked across major e-commerce and quick-commerce sites, including Nykaa, Tira, Sephora, Blinkit, Amazon, and Zepto, ensuring wide accessibility for style-savvy shoppers.
India’s haircare market is booming, valued at about USD 3.87 million in 2024 and projected to reach USD 10.39 million by 2033, growing at a strong CAGR of 11.02%, according to a report by IMARC Group.
North India currently leads with over 32% market share, driven by urbanization, rising disposable incomes, and demand for premium and specialized products.
In 2025, several international and niche brands entered the market, underscoring India’s growing appeal as a beauty and personal care hub.
Australian hair styling label Mermade Hair partnered with Reliance’s Tira platform to bring its signature wavers and styling sprays to Indian consumers, marking a clear push into premium haircare.
In the children’s segment, KT Professional, in collaboration with JioStar, launched the KT Kids line, offering gentle shampoos and conditioners tailored for younger consumers.
These launches highlight the dual forces shaping India’s beauty landscape: premiumization through global entrants and heritage-driven herbal innovation from local players.
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