Cardi B Reveals Grow-Good Haircare Line With Revolve Group

Long before the glam, the colorful wigs and ever-changing beauty looks, the fame and arena tours, Cardi B had a complicated relationship with her hair.

“So I’m not even gonna lie, when I was younger, I really used to hate my hair,” said the music star, born Belcalis Marlenis Almánzar.

Growing up in the Bronx, N.Y., she often compared her hair to the girls around her.

“My cousins, they had really long hair — like the Disney princesses, they had really long hair,” she said.

Hers felt different.

“Not only was my hair really coarse, but it was really short,” said Cardi, recalling how popular styles in the ’90s — slick gelled ponytails and tight buns — never quite behaved the same way for her. “I used to really hate my hair texture, because when I put gel on my hair, instead of being flat, it just kind of crinkles.”

She convinced her mother to let her chemically straighten it. At 7 years old, she got her first perm.

“I begged my mom,” she said.

For a moment, it felt like a breakthrough.

“I was so happy, even though it was still not long,” she said. “I felt, like, finally I got straight hair that I could manage.”

But the excitement didn’t last long. Within a year, the damage forced her mother to cut it off and start over.

“No lie, I lost all my hair again,” Cardi said. “She had to do a big mushroom chop on me.”

By her early teens, Cardi was bleaching, perming and dyeing her hair — often on her own — chasing the looks she saw other girls wearing in her neighborhood.

“It was just always a hot mess,” she said.

Her first hair color came at 13, when her mother let her get two blond highlights in the front.

“But then I was like, ‘This ain’t enough,’” she said, in her familiar laugh.

She took matters into her own hands. “All the girls in the Bronx used to rock red hair. I wanted that really fiery red hair.”

So she bleached it. “I freaked out. My roots were yellow and my ends were orange…so many hairs came out of my head. I didn’t even dye it red. I just had that ugly bleach color for, like, three, four months.”

Experimenting with her look would eventually become one of her signatures. The 33-year-old Grammy-winning rapper, actress and entrepreneur is known for beauty transformations — from vibrant wigs and bold beauty to high-fashion moments on red carpets and runways — delivered with the same unfiltered honesty and humor that first propelled her rise.

That transparency has long been part of her appeal. Fresh off the release of her sophomore album “Am I the Drama?” and in the midst of her U.S. arena run, the “Little Miss Drama” tour, the artist continues to captivate with the candor and wit that helped shape her 2018 breakthrough album “Invasion of Privacy.”

The openness extends beyond her music. Cardi has shared her life with more than 200 million followers on social media — including her journey to repair and strengthen her natural hair.

“I always used to do hair masks and stuff like that,” Cardi said. “But when I was younger, I just wasn’t as consistent.”

It wasn’t until her mid-20s that she began focusing on the health of her hair, returning to the homemade masks and Dominican beauty rituals she grew up with. The routine worked. Her hair grew longer and stronger, eventually reaching waist length.

Those routines inspired the ingredients and philosophy behind Grow-Good Beauty, Cardi’s new hair care brand developed with Revolve Group as part of an exclusive multicategory venture.

Partners include Revolve cofounders and co-chief executive officers Michael Mente and Mike Karanikolas; chief brand officer Raissa Gerona; Cardi’s longtime manager Patientce Foster; stylist Kollin Carter, and Jennifer Walker and Adam Drawas, cofounders of PR and brand marketing agency Walker Drawas. The group has its sights set on building a billion-dollar fashion and lifestyle multibrand portfolio.

“I made Grow-Good because I really put the work in on my hair,” Cardi said. “I was doing my own masks in my kitchen, using what I already knew from my family’s recipes and what I learned from my own research. I really took my time to get my hair looking healthy again after years of damage. And guess what? It worked. Now I wanna share my hair journey with everybody.”

Out April 15 — with presale beginning March 24 — exclusively on growgood.beauty, the line focuses on repair, formulated with Fiberlace, a proprietary plant-derived complex designed to reinforce hair fibers and boost shine. The lineup includes Wash Cycle and Wash Cycle+ shampoos ($14.99) and Soft Serve and Soft Serve+ conditioners ($14.99), all four created for varying levels of hydration and repair, along with Get Rich ($19.99), a nourishing mask inspired by Cardi’s DIY treatments with avocado, coconut, banana extract and aloe vera, and Everything Serum ($17.99), made to protect hair from heat and humidity while sealing ends and adding shine. Across the formulas, which are “clean,” vegan and cruelty-free, ingredients nod to the Dominican beauty rituals Cardi experimented with over the years.

That experience made hair the obvious starting point for the partnership, Mente said.

“She is extremely, extremely knowledgeable,” Mente said of Cardi. “She’s been very, very hands-on and in the details of every single product, using every product and approving every ingredient.”

While still smaller than apparel, Revolve’s beauty business is one of its fastest-growing categories, Mente said. The company reported total net sales of $1.23 billion in 2025, an 8 percent year-over-year increase.

The partnership plays directly into Revolve’s long-standing creator-driven strategy, which has included launching in-house brands and collaborating with influencers with built-in audiences. With Cardi, the scale is on another level.

“One of the things that really excited me about partnering with Cardi was her understanding of her audience,” Gerona said. “She was very adamant that when she was growing up she was going to beauty supply stores and places like Duane Reade. So it was important to create something with incredible ingredients and branding but at a price point that her audience could access.”

The company’s approach is rooted in building products consumers return to.

“If you create a brand that people love, product that people love, and you give them good service, the rest takes care of itself,” Karanikolas said.

Grow-Good will expand next to TikTok Shop, where executives see strong potential for accessible beauty brands and high conversion through social commerce.

“Beauty is one of those things on TikTok Shop that just does extremely well,” Gerona said.

The decision not to launch immediately on Revolve was intentional.

“We actually made a choice not to launch it on Revolve to begin with,” Gerona added. “We wanted to establish the brand outside of the Revolve ecosystem first and meet Cardi’s fans where they already shop.”

“I think it’s really about getting product directly into the hands of her fans as quickly as possible,” Mente said. The brand plans to introduce additional products later this year.

When asked about projected sales, Revolve’s co-CEOs declined to provide a specific forecast, emphasizing instead a focus on building the brand over the long term.

Foster, Cardi’s longtime manager, said the brand reflects years of watching the artist experiment with her own routine.

“Hair has always been personal for her,” Foster said.

Carter, Walker and Drawas echoed that sentiment, noting the brand was built around Cardi’s real experiences with hair.

For Cardi, the motivation has become even more personal as a mother.

“Now that I’m a mom, I think about it differently,” Cardi said. “My daughter [Kulture] wants long hair too. Kids always want to look like the princesses or the girls they see around them. I want her to have healthy hair so when she gets older she already has a strong foundation.”