Cardi B is taking her haircare brand off the screen and onto the shelf. Grow-Good Beauty is now heading to The Beauty Shops, giving fans a new way to pick up the line in person.
The move fits the brand’s roots. Grow-Good launched in April as a joint venture with fashion retailer Revolve, and it has since sold out several times. The Business of Fashion also reported a strong return customer rate of around 40%, a sign that shoppers who try it keep coming back.
Cardi has been clear about where she wants the brand to live. Rather than starting at big-name beauty retailers like Sephora or Ulta Beauty, she chose beauty supply stores, because that’s where she believes her core supporters shop. According to Revolve’s Chief Brand Officer Raissa Gerona, starting there lets the brand test its staying power in retail while staying true to Cardi’s authentic, relatable hair journey. Cardi has said she wants Grow-Good to eventually be available everywhere.
That in-store approach has been part of the story from day one. The brand debuted with a “beauty bodega” pop-up in the Bronx, a branded Grow-Good Beauty Supply Bus inspired by the beauty supply stores and neighbourhood staples Cardi grew up around. The bus then travelled with her Little Miss Drama tour.
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The range is rooted in Cardi’s Dominican heritage and her own hair-repair routine, with formulas designed for textured hair. The lineup includes a repair shampoo, repair conditioner, multi-function serum and a hydrating hair mask, all focused on repair, hydration and growth.
Cardi has also been thinking long term. In September, Grow-Good restocked with a back-to-school campaign starring her daughter Kulture, and Cardi said the brand is “a company that one day she’ll own.”
With Grow-Good Beauty now at The Beauty Shops, one of the most talked-about celebrity haircare launches of the year is easier than ever to find.
