Cardi B has placed her daughter, Kulture, at the centre of Grow-Good Beauty’s fall restock campaign.
The eight-year-old appears in a new ad for the hair-care brand, wearing green pajamas and curlers while describing Grow-Good as part of a back-to-school shopping list. Cardi launched the company in March after developing a hair-care routine she said worked for her.
The campaign arrived as Grow-Good returned to stock after selling out in April. Cardi announced the restock on X and responded to criticism about Kulture’s participation by saying the company is intended to become something her daughter will eventually own.
“This is not a beauty ad … This is a company that one day she’ll own,” Cardi wrote in response to one commenter, according to Billboard.
The campaign extends Cardi’s role beyond endorsement. It also places her work within a wider conversation about the wider conversation around celebrity brands. She has been involved in the brand’s product messaging and pricing, while the new ad presents the business as a family project as well as a consumer brand.
Grow-Good’s fall campaign comes as celebrity-founded beauty companies continue to use social media, creator-led promotion and family storytelling to reach customers directly.
Related: Cardi B’s debut album and Cardi B at the Bacardi Dress To Be Free event.
