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!
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.