Today’s styling consumer is looking for more than just hold—they want versatility, performance, and products that keep up with their evolving routines. That’s exactly where göt2b continues to make its mark. Known for bold, high-performance styling, the brand is expanding its reach with innovations designed to simplify routines without sacrificing results. With a strong background in retail strategy and a deep understanding of consumer behavior, Jacqueline Amorello, senior brand manager for göt2b, brings a fresh perspective to the brand’s next chapter. We spoke with her about how göt2b is redefining edge styling, what today’s consumers expect from their products, and how the brand continues to balance performance with self-expression in a rapidly changing market.
What is your name and role at göt2b?
Jacqueline Amorello, Senior Brand Manager for göt2b at Henkel.
How did your journey into the beauty industry begin, and what ultimately led you to the brand?
My journey into the beauty industry began three years ago when I joined Henkel on the sales strategy side, overseeing the retail hair portfolio. It was an incredibly immersive introduction to the category, giving me a deep understanding of consumer behavior and retail dynamics—especially coming from the food industry. I knew I ultimately wanted to return to brand marketing, and göt2b was a natural fit. It’s a brand that unapologetically celebrates individuality and bold expression, with a strong equity—and it’s one I personally grew up using. So when the opportunity came up, I didn’t hesitate to put my name forward.
göt2b has built a strong reputation around bold performance and expressive styling. How do you evolve the brand while staying true to its heritage?
We see an opportunity to evolve how consumers experience the brand. The core of göt2b has always been bold performance, self-expression and individuality, and that remains unchanged. What evolves is how the brand shows up culturally, socially and experientially for today’s consumer. Today’s beauty consumer wants products that deliver high-performance results, but they also want brands that feel involved, fast-moving and culturally connected. That’s where göt2b naturally wins. The brand already has strong equity in expressive styling and “glued” performance, so the opportunity is to expand that authority into new formats, trends, communities and experiences without losing the unapologetic attitude that makes the brand iconic.
Edge styling remains an essential step in many consumers’ routines. What inspired the development of the göt2b Glued 2-in-1 Brow & Edge Gel, and what opportunity did you see in the market?
The development of göt2b Glued 2-in-1 Brow & Edge Gel was driven by both evolving consumer behavior and a clear opportunity within the edge styling category. We recognized that many consumers were layering multiple products to achieve their desired look, which revealed a whitespace in the market for a multi-functional solution that could simplify routines without compromising performance. With göt2b’s strong credibility in high-hold styling, we saw an opportunity to bring our signature “glued” performance into the edge category while addressing beauty and customization needs. The göt2b Glued 2-in-1 Brow & Edge Gel delivers the strong hold consumers expect from göt2b while helping blend edges seamlessly for a more natural, refined finish.
How important was inclusivity in the development process, particularly when it came to addressing different hair textures and edge-styling needs?
From formulation through testing, we were intentional about creating a product that performs across a spectrum of hair textures and styling needs. That meant focusing not only on hold, but also on details like flake resistance and finish. It also meant listening closely and understanding the nuances of how different consumers approach edge styling and ensuring the product could meet those expectations without compromise.
What feedback have you received from beauty supply retailers or consumers about the Brow & Edge Gel so far?
Feedback has been very strong across both retailers and consumers. Beauty supply partners love the dual-use format while consumers consistently call out the hold level, no flaking, and precision. This item is a clear winner.
From a retail perspective, what makes the edge control category so powerful right now?
Edge control is powerful right now as it sits in the intersection of function and self expression. On one hand, it delivers a very real, everyday need keeping baby hairs smooth, polished, and in place. But what’s elevating the category is how consumers are transforming that functional step into an art form. Styled edges have become a canvas for creativity, from intricate swoops to bold, expressive designs that reflect individuality.
What role does consumer feedback play in shaping the next wave of göt2b innovation?
Consumer feedback plays an integral role in our innovation. We are constantly listening from our call centers to social media which can bring insights to unmet needs, product improvements, or important claims for us to consider for future innovation.
In a role that requires wearing many hats, how would you describe your approach to staying grounded and centered?
I rely most heavily on structured prioritization. It’s easy to get caught up in the noise with so much going on, but during those times I become overwhelmed it’s when I take a step back and level set my priorities. When doing so it’s a good reset for me so I’m being intentional with how I invest my time and energy.
What does “balance” mean to you at this stage of your career?
Balance has become much more personal over time, especially ever since becoming a first-time mom. For me it’s not about doing everything equally but rather being purposeful with my time and energy so I can show up fully wherever that may be – either in the office preparing a presentation to leadership or during my daughters bedtime routine.
If you had to describe your leadership style in three words, what would they be and why?
Collaborative, efficient, and empowering.
I believe the best ideas come from diverse perspectives, so I prioritize collaboration and open dialogue with my team. I’m also very focused on efficiency, bringing clarity, simplifying priorities, and keeping momentum strong. And above all, I aim to empower my team by building trust and giving them real ownership, because that’s when people excel.
What’s one behind-the-scenes moment from a recent launch that really stood out to you?
One moment that really stood out was being behind the scenes during our recent Non-Stop Store activation. It marked the brand’s first-ever mobile beauty discovery experience designed to never stay in one place and to celebrate the power and portability of the new göt2b glued Wax Stick. Watching it come to life in real time from concept to execution was incredibly rewarding. Seeing consumers engage with the experience exactly as we envisioned made it a truly memorable launch moment.
Which göt2b product is a personal favorite, and why?
It’s honestly a tie between our göt2b Glued 2-in-1 Brow & Edge Gel and the göt2b Glued Wax Stick. The Brow & Edge Gel was a lifesaver for me as it helped tame my postpartum regrowth and quickly became something I couldn’t live without. On the other hand, the Wax Stick has been the perfect addition to my slick-back routine. Both serve such different but essential roles in my routine, so it’s a really tough choice.
Looking ahead, what excites you most about the future of styling and self-expression?
What excites me most is the continued shift towards personalization. Consumers are no longer confined to one look, they are experimenting and expressing themselves in more dynamic ways. The future of styling is less about rules and more about possibilities.
