Henkel’s göt2b hair styling and color brand is taking styling to the streets with the launch of its Non-Stop Store. 

This is the brand’s first-ever mobile beauty discovery experience and will visit Miami and New York City. Designed to celebrate the power and portability of the göt2b glued wax stick, the Non-Stop Store transforms the traditional pop-up into a dynamic, on-the-go experience.

To bring the Non-Stop Store to life, göt2b partnered with Fabrication Partner, The Experiential Group. 

Fabrication Partner, The Experiential Group, said, 

“Inspired by the product itself, we brought The Non-Stop Store vision to life by wrapping a 24ft glass truck in bold, eye-catching creative and selected a route that would create high-visibility and high-impact during major national events, from Formula 1 Miami to the Met Gala in NYC. From start to finish, it was a seamless experience with our incredible partners at Omnicom.”

Designed to capture attention on the street and across social media, the visually striking vehicle features göt2b’s signature bold yellow branding and immersive product displays, turning the city itself into a moving stage for self-expression. 

Rather than waiting in line, consumers will have to find the store as it travels throughout the city, rewarding those who find it with a complimentary product. 

The traveling pop-up experience will start in Miami at Wynwood Wall on April 30, and will then be in New York City at Union Square on May 4.

Before hitting the road, göt2b will host an exclusive one-hour VIP preview from 8:45 am to 9:45 am, offering media and influencers an early look at the mobile experience before it begins its citywide journey. 

Following the preview hour, the Non-Stop Store will hit the streets and tour the city, reinforcing the activation’s central concept: beauty built for life on the move. 

The experience reflects a growing consumer desire for convenience, flexibility, and instant beauty solutions that support fast-paced lifestyles.

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Photo: Instagram/ got2b