Göt2b styling brand from Henkel announced its newest partnership with MAX and musical artist UMI. Launching this September, this campaign celebrates self-expression, bold beauty, and confidence. 

Together, they will provide fans with an immersive experience blending music, style, and the ultimate curl care, spotlighting göt2b’s new curled line.

Singer-songwriter UMI is known for her soulful sound and empowering artistry. She embodies authenticity and individuality, which are core values that are at the heart of the göt2b brand. 

Linda Lin, Head of Consumer Hair at Henkel Consumer Brands North America, commented,

“Partnering with UMI allows us to connect music and beauty in a way that celebrates individuality and creativity. Göt2b has always stood for unapologetic self-expression, and this collaboration gives fans a chance to experience that spirit with UMI both on and off the stage.”

The partnership, born through the MAX program, comes to life through exclusive video content, stunning visuals across UMI’s tour venues, and a fan sweepstakes experience designed to connect music lovers with both the artist and the brand in unforgettable ways. 

Together, göt2b and UMI hope to use this campaign to encourage fans to embrace their natural curls, express themselves unapologetically, and celebrate bold individuality.

As part of the campaign, fans will experience UMI’s “SET.Live” video content displayed on venue screens throughout specific tour stops. 

Tour stops include Dallas, TX, Austin, TX, New Orleans, LA, Charlotte, NC, and Portland, OR. 

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