Cardi B’s Grow-Good Beauty is a family affair. Cardi had her daughter Kulture star in the hair-care brand’s fall restock campaign on Tuesday (Sept. 1).
With kids throughout the U.S. getting ready to head back to school, Kulture will have something extra to brag about to her classmates. Wearing green pajamas and matching curlers in her hair, the 8-year-old shines in the heart-melting ad spot, which finds Kulture in the refrigerator sifting through healthy fruits and vegetables that make up the Grow-Good Beauty formula.
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“OK, I think that’s everything,” she says. “Or you can just use Grow-Good. Can we put this on my back-to-school list?”
After selling out of product in April, Cardi celebrated having her daughter — whom she shares with estranged husband Offset — involved with the restock campaign. “Kulture in the kitchen and she knows exactly what’s needed for healthy hair… GROW GOOD is back in stock NOW,” she wrote on X.
One fan took issue with Cardi having her daughter star in the campaign, and the Grammy-winning rapper didn’t waste much time before clapping back and explaining that Grow-Good will eventually be passed down and owned by Kulture.
“This is not a beauty ad …This is a company that one day she’ll own,” she replied on X.
After finding a hair-care routine that worked for her, Cardi launched Grow-Good Beauty in March and made sure the products were priced affordably.
“I made Grow-Good because I really put the work in on my hair,” Cardi told WWD in an interview published in March. “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.”
As far as her music goes, Cardi returned in July with her “AH HA” single and took to the streets of Brooklyn for the gritty visual, which arrived in August. “AH HA” currently sits at No. 52 on the Billboard Hot 100.