Cardi B, born Belcalis Marlenis Almánzar and raised in the Bronx, spent much of her childhood and teenage years at war with her own hair. She envied the long, flowing hair of her cousins and the girls around her, while her own natural texture felt unmanageable. At just 7 years old, she begged her mother for a perm, hoping chemical straightening would finally give her the hair she wanted. It worked briefly, but the damage forced a drastic cut within a year. Her teens brought more experimentation — bleaching, dyeing, and perming, often done herself — with results she describes as “a hot mess.” A botched bleaching attempt at 13 left her with yellow roots and orange ends for months.
It wasn’t until her mid-20s that Cardi began taking a more intentional approach to her hair health, returning to the Dominican beauty rituals she grew up with and developing consistent routines with homemade masks. The effort paid off — her hair eventually grew to waist length, stronger and healthier than it had ever been.
That deeply personal journey is now the foundation of Grow-Good Beauty, Cardi’s new hair care line developed in partnership with Revolve Group. Launching April 15, with presale beginning March 24, the brand will be available exclusively at growgood.beauty before expanding to TikTok Shop. The lineup includes two shampoos, two conditioners, a nourishing hair mask inspired by Cardi’s DIY treatments — featuring avocado, coconut, banana extract, and aloe vera — and a heat and humidity protection serum. All products are vegan, cruelty-free, and priced between $14.99 and $19.99, a price point Cardi was deliberate about to ensure accessibility for her fanbase.
Revolve’s co-CEOs Michael Mente and Mike Karanikolas describe the venture as a long-term brand-building effort, with more products planned later in the year. They note that Cardi has been deeply hands-on throughout the development process, approving every ingredient and testing every formula herself. For Cardi, the brand carries meaning beyond business. As a mother, she hopes to pass on the healthy hair habits she had to learn the hard way, saying she wants her daughter Kulture to already have a strong foundation by the time she grows up.
