Cardi B Takes Grow-Good Haircare Into Independent Beauty Supply Stores in New York, Atlanta, Chicago, Houston and Los Angeles

Cardi B's haircare brand, Grow-Good, has started selling in physical stores for the first time. Instead of a national beauty chain, the brand is launching in independently owned beauty supply stores. Two New York shops began selling the products on Tuesday, Oct. 20, 2026, and four more stores in Atlanta, Chicago, Houston and Los Angeles were set to add the line on Friday, Oct. 23, The Business of Fashion reported.

The Grammy-winning rapper, whose legal name is Belcalis Almánzar, visited both New York stores on Oct. 20. One was Beautify Beauty Supply in Harlem, owned by Tina Hassan, whom The Business of Fashion said Cardi B has known for about 10 years. The other was Solea, on East 138th Street in the Bronx.

Why beauty supply stores

Celebrity beauty lines often expand into chains such as Sephora and Ulta Beauty. The Business of Fashion called Grow-Good's route "unconventional" for a celebrity brand, noting that beauty supply stores are often locally and independently owned and stock products for textured hair and darker skin tones. On their shelves, Grow-Good will sit next to brands such as Doo Gro, Shea Moisture and ORS, the outlet reported.

"This is where I used to be and I still am," Cardi B told The Business of Fashion. "And the owners keep it real here … If I ask them if they like a product, they'll be honest with you if they don't love it. And 90 percent of the time, I'd go with their suggestion."

In an interview with Essence at the Harlem store, she explained how she chose her retail partners. "It was important for me to choose Black-owned beauty supply stores, because I learned how rare that was," she said. "It was also important for me to select shops that, some of whom, I had personal relationships with." She also told the magazine, "I grew up coming to the beauty supply stores."

The founder of the Bronx store, identified by Essence as May, who comes from Angola, told the magazine: "This is the first time a celebrity has rolled out their products in this major way in our store. It means a lot to us to have her here."

Bigger retailers later

Cardi B said she is not ruling out large chains, telling Essence that "we definitely plan to expand into those larger stores one day." She continued: "Especially because there may be people in other states, where there aren't as many beauty supply chains, who want to get my products." "But," she added, "doing this first meant the most to me."

Raissa Gerona, Revolve's president of brand and partnerships, told The Business of Fashion that wider expansion will come in due course. The outlet described the beauty supply rollout as a chance to test and learn about Grow-Good's retail viability. Explaining why the company is relying on Cardi B's personal connection to haircare, Gerona said: "If nobody has ever seen you do your hair, they're not going to buy haircare from you." Cardi B told the outlet she wants the label to be "everywhere."

The products and the business

Grow-Good launched in March as a direct-to-consumer joint venture with the fashion e-commerce company Revolve, according to The Business of Fashion. The outlet reported that the full range has six products, all priced under $20, and draws on Cardi B's Dominican roots. One of them, the Get Rich hair mask, is based on a do-it-yourself recipe the rapper used to make for her own hair. It contains banana peel extract and coconut oil and comes in a margarine-style tub.

AfroTech reported that the products cost $19.99 or less, and that the brand promotes a Fiberlace technology meant to help seal and smooth the hair cuticle and prevent breakage. The outlet said the line has sold out several times. It also quoted Cardi B at the 2026 Essence Festival explaining the price point: "I used to go to the beauty supply store and only had $40." She added, "I put myself in my old shoes."

Cardi B told The Business of Fashion that the products are developed in house rather than white labeled, and that 40 percent of customers so far have become repeat shoppers. The outlet said Grow-Good's other partners and shareholders include the co-founders of the public relations agency Walker Drawas and Patientce Foster, Cardi B's longtime manager and creative director.

Rolling Out also reported the expansion and the brand's plan to begin in independent stores. It noted that no move into larger chains has been confirmed.

A busy week

The store openings came during a week of media appearances for Cardi B. The Business of Fashion noted that she had also appeared on the cover of The New York Times' T Magazine and in an NPR Tiny Desk Concert. The outlet said that when she left the Bronx store on Oct. 20, a crowd of high school students was waiting on East 138th Street, calling out lyrics to her songs and posing for photos with her.