For decades, göt2b has been synonymous with fearless style and high-performance hold. Now, the brand is channeling that same iconic energy into curls, coils, and waves with göt2b Curled—a styling collection designed to nourish, define, and deliver lasting bounce without the crunch. We connected with Wendy Burns, research and marketing stylist at göt2b, to learn more about the inspiration behind the Curled line, the ingredients driving its performance, and how the brand is expanding its textured-hair offering.
OTC Beauty: Can you share your role at göt2b and how you’ve been involved in the development or marketing of the Curled collection?
Wendy: I’m Wendy Burns and I have been with göt2b for eight years as a research and marketing stylist. I have been fortunate enough to participate in the research, development, and launch of the göt2b Curled line.
OTC Beauty: What inspired the launch of the göt2b Curled line, and how does it expand on the brand’s legacy?
Wendy: We know that there are many pain points with curly hair consumers – frizz control, dryness, volume, to name a few. Not to mention the curl/wave segment being one of the largest styling benefits and growing. As a result, we wanted to leverage göt2b’s iconic performance of göt2b glued in a new range.
OTC Beauty: Can you tell us about the key goals behind developing göt2b Curled? Was there a specific need or consumer demand that led to its creation?
Wendy: The key goal of the göt2b Curled line was to make sure curly hair consumers feel as if there was a product that would address their styling concerns.
OTC Beauty: What makes the Curled collection unique compared to other curl-care or styling lines in the market?
Wendy: We are really leaning on the iconic performance of göt2b glued that takes the crunch out of curls. This line includes a curated regime of styling solutions that help prep, style and hold your curls, coils, and waves to fight frizz and rock defined, bouncy curls that last all day.
OTC Beauty: Let’s talk about ingredients — what are some of the standout ingredients in the Curled line, and how do they support healthy, defined curls?
Wendy: Some of our stand out ingredients for the göt2b Curled collection are Aloe Vera and Vitamin E. The whole line up helps curls look and feel hydrated, helping you achieve bouncy, luscious curls.
OTC Beauty: Many consumers look for versatility when it comes to curl products. How does göt2b Curled cater to different curl types and textures?
Wendy: The göt2b Curled line breaks down which products have been formulated to work best on all the different types of curls. Flexible Curl Foam is ideal for type 2 and 3 curls to hydrate and add bounce with a lightweight hold. Styling Cream performs best on type 3 and 4 hair to control frizz, define curls and provide 72 hours of moisture. Göt2b Curl Defining Jelly is suitable for all textures to give a light hold to style your hair without any crunch while helping to control frizz.
Additionally, göt2b Curled Detangler provides easy slip without weighing down your curls, for hair types 2, 3 & 4. Hair and Scalp Spray Oil is the perfect finisher for every customer looking to add moisture to their hair and nourish the scalp.
OTC Beauty: What are the hero or best-selling products in the Curled collection, and what makes them fan favorites?
Wendy: The göt2b Flexible Curl Foam is the fan favorite, helping consumers achieve luscious looking curls.
OTC Beauty: How is göt2b using social media, influencer partnerships, or education to help consumers and retailers better understand and use the products?
Wendy: We are so proud of our representation in the media of our curled products. We have a strong social media presence with influencers who have shared their göt2b Curled regimen to help educate consumers on our new product line.
We have also partnered with celebrities like Sydney Colson of the WNBA Team Indiana Fever who shared how she manages her curls, especially with her active lifestyle using the göt2b Curled line. Superstar singer/musician Umi has also shared her detailed curled regimen on how to achieve her gorgeous looking style.
OTC Beauty: As more shoppers seek clean, effective, and inclusive hair care, how does the Curled line reflect those values?
Wendy: The göt2b team is aware that the consumers want ingredients they can recognize and pronounce in their curl products. We have included Aloe Vera, Vitamin E and Argan Oil to develop our Curled products.
OTC Beauty: Looking ahead, how does göt2b plan to continue innovating within the textured hair space, and what can retailers and consumers expect next from the brand?
Wendy: Göt2b is constantly looking to increase the sustainability of its formulas without sacrificing performance. This means our research and development teams are working to develop future Curled products using the highest quality, green ingredients.
