Cardi B Puts Kulture at the Centre of Grow-Good Beauty’s New Campaign

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. 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.