got2b is all about stepping out with bold style, but when lockdowns silenced nightlife, they needed a fresh way to inspire expression.

Gen Z doesn’t wait for a venue - they’re digital natives who create their own communities online. 

We joined forces with Twitch and professional party-starter (and hair-gel evangelist) DJ Pauly D to throw a run of got2b-branded livestreams that met our audience where they hung out. Click here to see how our Halloween takeover alone pulled over 100k unique viewers.

Back in my spiky-haired punk-rock teens, I basically kept got2b in business. Years later, writing their social and paid copy was a full-circle moment. I kept their voice fresh and authentic to youth culture’s evolving lexicon, and also supported other Schwarzkopf brands like Color Ultime, Keratin Color, and Simply Color.