Rapper Cardi B is keeping her haircare line accessible.
Her Grow-Good Beauty product lineup, inspired by her Dominican roots, is priced at $19.99 or less and includes a repair shampoo, repair conditioner, multi-function serum, and hydrating hair mask, according to its website.
“I used to go to the beauty supply store and only had $40,” she said during the 2026 Essence Festival. That experience inspired the price point and accessibility of her now thriving brand. “I put myself in my old shoes.”
Beyond pricing, the venture prides itself on its Fiberlace™ technology, which helps seal and smooth the hair cuticle to prevent breakage and promote healthier hair, as AFROTECH™ previously reported.
Grow-Good Beauty, which was launched alongside fashion retailer Revolve, has already sold out several times. The Business of Fashion also reports a 40% return customer rate.
It’s now expanding into four independently owned beauty supply stores, according to the outlet. Starting Friday, Oct. 23, products will be sold in beauty supply stores in Atlanta, Chicago, Houston, and Los Angeles. On Tuesday, Oct. 20, the venture opened in two beauty supply stores in New York, marking a full-circle moment for the South Bronx native.
“This is where I used to be and I still am,” Cardi B told The Business of Fashion. “And the owners keep it real here … If I ask them if they like a product, they’ll be honest with you if they don’t love it. And 90% of the time, I’d go with their suggestion.”
The outlet reports that Cardi B opted to launch in beauty supply stores rather than Sephora or Ulta Beauty because she believes her main supporters will shop there. That doesn’t mean a launch at major retailers couldn’t be on the way.
Beginning with beauty supply stores will test the business’s sustainability in retail stores with a focus on Cardi B’s authenticity and relatable haircare journey, according to Revolve Chief Brand Officer Raissa Gerona. Cardi B’s personal plans are for Grow-Good Beauty to exist “everywhere.”