Cardi B’s Grow-Good Nearly Doubled Its Sales

Seven months after its sold-out debut, the rapper’s haircare line is one of Revolve’s top 10 selling brands, and it got there by starting with the women who know the beauty supply aisle best.

Cardi B has said she spent three years developing her haircare line before it reached shoppers this spring, and Grow-Good Beauty is now one of the strongest performers at Revolve. During the third quarter, Grow-Good’s net sales nearly doubled from the previous quarter, making it one of the group’s top 10 selling brands, Revolve co-founder and co-CEO Michael Mente said on the company’s Nov. 3 earnings call, according to Glossy.

A Breakout Quarter for Grow-Good

The growth arrived as Revolve’s overall group sales rose 20% to $356 million for the quarter, and the retailer told investors Grow-Good is already adding to its profits. The brand is also bringing in shoppers whose profile differs from Revolve’s usual fashion customer, and Mente said the company is still in the early stages of learning how those new customers shop, Glossy reported.

Those customers keep coming back. Repeat purchases are rising, and after several early sellouts, every product is back in stock, which lets Revolve start investing in marketing to build awareness. Mini versions of the products are due out in November so new customers can try the line before the holidays, giving Grow-Good another way into shopping carts during the busiest season of the year.

Straight to the Beauty Supply

When Grow-Good was ready for store shelves in October, Cardi B skipped Sephora, Ulta Beauty, Walmart and the rest of the big chains. She partnered instead with a collective of independent, Black-owned beauty supply stores, a choice she told theGrio was intentional. “Before we go everywhere else, I wanted to start at home,” she said.

Home started with two New York City stores, Beautify in Harlem and Solea in the Bronx, and the line is also on shelves at Texture Beauty Supply in Atlanta, LA Beauty Club in Los Angeles and select beauty supply stores in Houston and Chicago, theGrio reported. Revolve chief brand officer Raissa Gerona has described the rollout as a way to test Grow-Good in physical retail, built on Cardi B’s authenticity and her relatable hair journey. Larger retailers may come later, but Cardi B has said independent stores will stay a priority because of how accessible they are and how closely they are tied to the communities they serve.

The pricing reflects the same thinking. Every Grow-Good product costs $19.99 or less, and at the 2026 ESSENCE Festival of Culture, Cardi B recalled walking into the beauty supply store with only $40 to spend, a memory that shaped how she priced the line. Even the brand’s look comes from the block, since its campaign imagery and packaging took inspiration from Bronx beauty supply stores, bodegas and Dominican salons, according to Glossy. Grow-Good introduced itself the same way, with a beauty supply bus pop-up outside the Hip-Hop Museum in the Bronx on March 24.

A Family Recipe With a Future

Long before Grow-Good had a name, Cardi B was sharing homemade hair treatments with her followers online, and the brand describes its formulas as inspired by heritage rituals passed down through her Dominican family. Cardi B announced Grow-Good on March 17 as part of a joint venture with Revolve covering both apparel and beauty, and when the line launched on April 15, it sold out within 45 minutes, WBLS reported. Grow-Good has since launched in Canada through its own online store, Cosmetics Business reported.

Cardi B has made clear she is building the brand for the long haul. When Grow-Good restocked in September, she shared a campaign featuring her daughter, Kulture, and wrote on X, “This is not a beauty ad …This is a company that one day she’ll own.”

Bacon Magazine has followed Grow-Good since launch, from what Cardi B understood about her customer from day one to her bet on local beauty supply stores over big-box retail. Ready to try a new routine with a pro? Find a trusted hairstylist or makeup artist near you on GloVerse, a free resource for booking beauty professionals.