Cardi B is turning her well-documented hair journey into a full-fledged beauty brand.
On Wednesday, the Grammy-winning rapper announced the launch of Grow-Good Beauty, a hair care line she says has been in development for three years. The “Am I the drama?” artist teased the project on Instagram, calling it both a passion project and a long-requested product drop.
“I'm going to see something I've been working on for the past three years,” Cardi said in an Instagram story before unveiling a teaser video.
“I'm so excited because this is my baby. It's something that's in high demand, and I've been working on it for so long.”
Shortly after, Cardi dropped a teaser for Grow-Good featuring reruns of footage alongside current clips, chronicling Cardi's hair-long recovery journey.
“This is Belcalis, mother of four, walking around the block, like the baddest b***,” she says. “I'm very passionate about this, and I really love this s***.”
The video also shows Cardi making promo videos for the line, testing the products, and being asked if she wants her products to cover “the inside or the outside” of her customers' hair.
Cardi responds, saying that Grow-Good will “do anything.” Or, as she puts it bluntly: “We want to grow b****s' hair!”
Grow-Good Beauty's official Instagram describes the brand as “Bronx-born hair care” that upgrades classic formulas with the latest science for “certified booty-length hair.”
The launch of Grow-Good Beauty follows years of Cardi publicly documenting her healthy, natural rinses and nods. She has periodically given her wigs a break to show off her natural strands, ranging from her full afro to waist-length tresses.
Cardi also walked followers through her homemade deep conditioning routine that included a mix of avocados, argan oil, castor oil and eggs that she jokingly called her “secret hair sauce.” At one point she also has credit onion water for her hair growth.
Back in 2021Cardi also took to social media to check on skeptics who questioned whether her length was due to genetics rather than consistency.
“So I've been so consistent with my hair mask routine and drinking alkaline water, and look how much my hair has grown!” she tweeted at the time, posting photos of her full head of hair.
“I was so afraid that my hair would fall out after the birth of my son because I had been growing it for years, so I made sure to keep it up and I actually got hair.”
She also clapped back at critics who claimed her Dominican heritage was the primary reason for her hair growth.
“Why every time I post my natural hair I hear 'you're MIXED, you must have long hair'?” she wrote on Instagram alongside childhood photos of her natural texture. “That is untrue and very misleading.”
Source: Anna Webber/Getty
She continued,
“I want women of color with tighter curl patterns to know that you don't have 'BAD HAIR,' there is no such thing as bad hair. And 'good' hair doesn't mean a certain texture. ALL HAIR IS GOOD.”
She later reinforced the point in a follow-up tweet.
“It's GENETICS!” she wrote sarcastically. “No, it's good hair maintenance… ever since I started taking care of my hair the right way it has grown HUGE!”
