The internet exploded in 2020 with a seemingly simple recipe: eggs, mayonnaise, and avocado. This unexpected concoction, reminiscent of a DIY aioli, was in fact Cardi B’s viral hair mask, a moment that resonated deeply amidst the global lockdown. As many found themselves with ample time and readily available kitchen ingredients, Cardi’s embrace of homemade hair care evoked a nostalgic wave, particularly for those who experienced the zenith of the natural hair movement in the early 2010s, a period where kitchen-crafted masks and hot oil treatments were essential washday rituals. However, it wasn’t solely the relatable ingredients that captured attention; it was Cardi’s hair itself. In the revealing video, the rap superstar showcased thick, waist-length strands, a striking contrast to the elaborate wigs and weaves for which she is renowned. This visual marked a significant revelation for many fans, offering a glimpse into the substantial natural hair she possessed beneath her iconic styling.
Cardi B has been remarkably open about her hair’s journey, candidly sharing her past struggles with length retention and the damaging effects of chemical relaxers – experiences that strike a chord with many women of color. Her history includes instances of over-bleaching and a particularly unfortunate haircut that, by her own admission, nearly led her mother to confront the stylist. These challenging encounters ultimately served as a catalyst, inspiring Cardi to reconnect with her heritage and adopt a more rigorous hair care regimen. This resurgence involved the integration of the very homemade masks and traditional Dominican beauty practices she grew up with. Now, she is translating these restorative routines into a tangible product line with her new hair care brand, Grow-Good, developed in collaboration with Revolve Group.
The initial preview of Grow-Good, shared on Instagram in February, featured evocative clips of Cardi’s exceptionally long hair being brushed, washed, flipped, and, in a nod to classic DIY methods, wrapped in a plastic bag. The visuals were undeniably compelling, generating curiosity despite the saturated market of celebrity beauty brands. Cardi B herself acknowledges this consumer fatigue, emphasizing that product efficacy is paramount. In her cover interview, she directly addressed this concern with her characteristic candor: "People are gonna buy my shit just off my name, but are you gonna come back? It’s about coming back." This statement underscores a commitment to creating products that not only attract initial interest but also foster long-term customer loyalty through tangible results.
In anticipation of Grow-Good’s launch, a select group of four editors, each with distinct hair types, were granted early access to the six-product initial lineup. Armed with a blend of intrigue, healthy skepticism, and palpable excitement, they put the washday staples to the test, evaluating whether Grow-Good could indeed secure a place among the elite tier of celebrity beauty brands that justify their widespread acclaim.
The Grow-Good Collection: A Foundation for Healthy Hair
While the brand name, Grow-Good, suggests a primary focus on hair growth, the debut collection emphasizes the "good" aspect, aiming to repair damage and fortify strands. The initial six products are designed to establish a robust foundation that, with consistent use, will support enhanced hair growth.
A unifying element across the collection is a subtle, floral fragrance. This scent profile is intentionally reminiscent of the delicate aroma of bodega flowers often encountered in New York City, Cardi B’s hometown. To craft this olfactory experience, Cardi collaborated with Givaudan, a renowned fragrance house responsible for popular perfumes such as Parfums de Marly Delina and Dior J’Adore. The resulting fragrance is a refreshing blend featuring aldehydic rose, bergamot, orange blossom, sandalwood, and nuanced undertones of spearmint and eucalyptus.
With the exception of the Everything Serum, each product in the Grow-Good line incorporates the brand’s proprietary Fiberlace complex. While the precise formulation remains undisclosed, cosmetic chemist Amanda Lam, after reviewing the ingredient lists, identified a consistent group of key components: hydrolyzed moringa seed extract, guar hydroxypropyltrimonium chloride, panthenol, and betaine. Lam explains the functional significance of each: hydrolyzed moringa seed extract is recognized for its restorative properties, while guar hydroxypropyltrimonium chloride acts as a conditioning agent that smooths the hair and improves slip, thereby facilitating easier detangling.
Wash Cycle Shampoo and Wash Cycle+ Shampoo
Product Description: The Wash Cycle shampoos are formulated as gentle, effective cleansers designed to thoroughly remove oil and product buildup from both the hair and scalp. The distinction between the two formulas lies in their target audience: Wash Cycle+ is specifically developed for hair that is drier and more moisture-deprived. Lam’s analysis of the ingredient lists reveals that both are relatively straightforward, sulfate-free formulas engineered to produce a satisfying lather and deliver a comprehensive cleanse.
Wash Cycle+ differentiates itself through a higher concentration of dimethicone and the inclusion of hydrolyzed rice protein. Lam notes that dimethicone is beneficial for smoothing the hair cuticle, which can lead to softer, more manageable strands, particularly advantageous for dry hair types.
Both formulations utilize a blend of surfactants – sodium C14-16 olefin sulfonate and cocamidopropyl betaine – as their primary cleansing agents. This combination aims to generate ample lather without excessively stripping the hair. Cocamidopropyl betaine is a mild, soap-free surfactant derived from coconut oil, whereas sodium C14-16 olefin sulfonate is a more potent synthetic chemical.
The ingredient lists also feature common hair care components such as coconut oil, avocado oil, rosemary oil, castor oil, and aloe leaf juice. While rosemary and castor oils are often associated with promoting hair growth, Lam points out their placement lower on the ingredient list suggests they are present in lower concentrations. She elaborates that as these oils are listed after glycerin, which typically appears at around 3-5%, their inclusion levels are likely modest and may not significantly impact overall results.
Soft Serve Conditioner and Soft Serve+ Conditioner
Product Description: These conditioners derive their moisturizing capabilities from fatty alcohols and a blend of coconut oil and cocoa butter, which are prominently featured in the ingredient list. Cosmetic chemist Dr. Shuting Hu, founder of Acaderma, suggests that the Soft Serve Conditioner would be a suitable option for individuals who find silicone-heavy formulas to be too heavy.
The two conditioner formulas are quite similar, with the primary difference being a greater presence of dimethicone and hydrogenated castor oil in Soft Serve+, according to Lam. Consequently, she characterizes Soft Serve+ as a more emollient product. The higher concentration of richer butters and oils in Soft Serve+ makes it a more appropriate choice for individuals with drier hair.
Get Rich Mask
Product Description: Cardi B’s long-standing advocacy for DIY hair care, utilizing kitchen staples, is directly referenced in this rich treatment. Infused with fruits like banana and mango, the mask promises to deeply moisturize curls and coils while softening strands to minimize breakage during the detangling process. Despite the tropical ingredients, the mask shares the same fresh, earthy scent profile as the rest of the Grow-Good range. Lam highlights that this formula contains a substantial amount of natural oils, including coconut, sunflower seed, and castor oils, all recognized for their potent moisturizing benefits.
Everything Serum
Product Description: While named the "Everything Serum," this product functions primarily as a multi-tasking oil. It aims to smooth, soften, enhance shine, prevent split ends and breakage, and provide protection against heat styling up to 450°F.
Lam describes the formula as being composed entirely of oils, including coconut, sunflower, and meadowfoam seed oils. She notes that the term "serum" typically evokes a water-based hydrating formula, and she agrees with this common perception. Therefore, while the name might be somewhat misleading, Lam asserts that the Everything Serum will undeniably contribute to hair shine. She explains that ingredients like dimethicone, isododecane, C13-15 alkane, and ethyl macadamiate are highly effective at imparting shine and possess an oily texture. Their dry feel, she adds, prevents the product from weighing down the hair.
Editorial Reviews: Diverse Hair Types Put Grow-Good to the Test
Annie Blay-Tettey, Associate Beauty Editor:
Blay-Tettey initially tested the Grow-Good products on hair that had been silk-pressed for two weeks, seeking a way to revitalize her curls after heat styling. She began with the Wash Cycle shampoo, opting for it as her hair wasn’t experiencing significant dryness. The initial lather was minimal, prompting a second application which yielded a more substantial foam, indicating the shampoo’s effectiveness in removing residual oil and product buildup. She noted a subtle, pleasant botanical scent during application, describing it as more elevated than overpowering. Post-rinse, her hair felt clean without being stripped or brittle.
A few weeks later, after removing cornrows, her hair was exceptionally dry. She then used Wash Cycle+ Shampoo, designed for dry hair. A minor mishap with the bottle’s nozzle resulted in the perfect amount of product for a rich lather. Blay-Tettey prefers to detangle with shampoo, and the lather of Wash Cycle+ facilitated this process. She also observed that it cleaned her hair more quickly than the original Wash Cycle, requiring only one shampooing compared to two.
After shampooing, her hair felt clean but not particularly soft or moisturized, nor dry and stripped. As she typically skips regular conditioner in favor of a deep treatment, she proceeded to the Get Rich Mask. She found the mask to be thick and creamy, melting easily into her curls and instantly softening her hair, making it more manageable for detangling with her fingers. After leaving it on for approximately 10 minutes, her hair felt soft and was relatively easy to comb through with a wide-tooth comb. However, she indicated it did not provide the same level of moisture or definition as her preferred masks, such as the Divi Whipped Repair Treatment Mask and Briogeo Don’t Despair, Repair! She concluded that it is a solid option for quick use when needed.
Melanie Curry, Associate Audience Development Manager:
Curry tested the products while wearing a flip-over sew-in, meaning only a small section of her natural hair was exposed, with the remainder braided and sewn down. The extensions were human hair, allowing her to assess the formulas’ performance on both natural and added hair. She used Wash Cycle+ Shampoo and found the lather to be underwhelming, requiring the addition of significant water to generate sufficient foam. While it effectively removed dirt and buildup from both her leave-out and the extensions, she needed to shampoo three to four times to achieve a thorough clean, which she considered excessive given her hair wasn’t heavily soiled.
She followed up with the Soft Serve conditioner, which she identified as the standout product of the line. She praised its texture: thick and creamy, yet not so heavy as to weigh down her hair. After leaving it on for about five minutes and rinsing with cold water, both her natural hair and extensions felt noticeably soft and silky. Curry typically requires a substantial amount of leave-in conditioner or a deep conditioner to achieve adequately moisturized hair. However, with Soft Serve, she found no need for additional products, as her hair already felt hydrated and smooth, an outcome she found genuinely impressive.
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Jennet Jusu, Editorial Assistant:
Jusu used the Grow-Good line immediately after removing her braids, anticipating a need for a deep cleanse to address buildup from mousse and edge control. Her primary goal was a product that would effectively clean her scalp while simultaneously locking in moisture, as her hair tends to become very dry post-protective styling.
The initial impression was the scent. Unlike the sweet or fruity shampoos she had encountered, this one possessed a more sophisticated aroma, evoking a spa-like experience, specifically reminiscent of high-end cucumber water. The Wash Cycle shampoo did cleanse her hair, but she desired a more pronounced lather. Jusu has thick, coarse 4B/4C hair, which typically requires more product and vigorous application. Adding more water did enhance the lather, and ultimately, her scalp felt refreshed.
She then proceeded to use the Soft Serve+ Conditioner, distributing it through her coils by raking her fingers. As it is not a deep conditioner, she did not leave it on for an extended period, approximately five minutes. The conditioner felt standard, restoring moisture to her hair post-shampooing, but it did not particularly excel in terms of slip or deep hydration.
After washing and conditioning, she opted to leave a small amount of the Soft Serve+ Conditioner in her hair as a leave-in, a method not recommended by the brand. She then proceeded directly to a braid-out without layering additional products. The following day, as she unraveled her braids, she applied the Everything Serum. She was pleased to discover her hair had a glistening sheen. Her hair often appears dull after drying, making the immediate shine boost provided by the serum a welcome benefit.
Sarah Kinonen, Beauty Director:
Kinonen’s hair, described as fine and long, is typically braided nightly to prevent frizz and tangling. She seeks products that can strengthen and add shine. She noted that the Grow-Good line is inspired by the homemade formulas passed down through Cardi B’s Dominican family, suggesting a heritage of naturally thick hair. However, the brand’s press materials assert that the line is formulated for a diverse range of textures.
Upon waking, she applied two small drops of the Grow-Good Everything Serum to her hands, warmed them, and then lightly raked the product through the mid-lengths to the ends of her hair, concentrating on the drier ends. She found the elixir to be lightweight and to possess a pleasant scent, likening it to a high-end laundry detergent. The serum instantly added shine and smoothed flyaways.
For someone who aims to streamline their morning routine, incorporating the serum was a quick process. Due to her fine hair’s susceptibility to being weighed down, she anticipates using the serum sparingly on a daily basis. However, she views it as an invaluable tool for days when bedhead and flyaways require immediate attention.
Overall Assessment and Market Implications
Among the tested products, the Get Rich Mask, Soft Serve+ Conditioner, and the Everything Serum emerged as notable standouts, earning a place in the editors’ regular hair care routines.
With all products priced under $20, Grow-Good positions itself as an accessible, budget-friendly option, a strategic choice that aligns with Cardi B’s public persona and origins. The brand effectively challenges the notion that quality hair care necessitates a high price point, presenting a compelling argument for accessible, effective solutions. This approach democratizes the market, making salon-quality results achievable for a broader consumer base. The strategic pricing, coupled with the celebrity endorsement and a clear focus on addressing common hair concerns, suggests a strong potential for market penetration and sustained consumer interest. The Grow-Good line is set to launch exclusively on growgood.beauty, with a presale beginning on March 24 and products becoming available for purchase on April 15.
