Even today, highly toxic chemicals like formaldehyde show up in 80% of the beauty products marketed to Black women. And the cost to their health is clear: higher rates of cancer, infertility, asthma, birth defects, and countless other devastating ailments. What’s even more F*ed up? This isn’t some new revelation. Formaldehyde has been linked to cancer for 50 years—and the FDA is fully aware of the problem. They’ve simply declined to take action. Even after decades of research demonstrating harm to human health. Even after the EU and Japan banned it’s use outright. BCPP decided not to give them a choice any longer. We took an expression from Black culture—GTFO!—and leaned into every layer of its meaning, from surprise to suspicion, epiphany to anger, to form a catalyst that cannot be ignored: Get the Formaldehyde Out. A turn of phrase meant to turn heads—and turn up the heat on a certain Secretary of Health and Human Services. Everything GTF*O does—from our disruptive, social-first activations to our targeted political pressure—is purposeful, provocative, and developed in direct collaboration with an advisory board of inspiring leaders from the Black beauty industry. Phase 1 kicked off during Black History Month, 2026, with a standing-room-only event hosted by luminaries of the natural beauty movement, an exclusive in Essence, and a digital billboard in Los Angelos—the epicenter of the problem, where half of all Black residents have used a product containing formaldehyde in the past year. And despite a mere 3-figure creative budget—spent on a single piece of static stock art that we transformed into multiple video assets via AI—GTF*O has already made an outsized impact. >30k unique visitors viewed the campaign website in just the first week of the campaign—driven by nothing but social shares of our wildly popular launch event, a hold-no-punches influencer push, and our highly provocative billboard, which was seen by >500k people. Our geotargeted social ads reached ~320k CA women—generating a whopping ~27k likes, shares, comments, or clicks. Our Essence exclusive attracted >50k readers—and subsequent pickup by dozens of top-tier news outlets from across the country allowed our message to reach more than 320 million people. With Phase 2 of the campaign in the works, and The Healthy Hair Act already introduced into Congress, GTF*O is well on its way toward achieving its ultimate goal: Getting the Formaldehyde Out once and for all.