Mixing eggs, mayo, and avocado might sound like the start of an aioli recipe, but if you were deep in internet culture in 2020, you’ll recognize it as Cardi B’s viral DIY hair mask. At a time when much of the world was stuck at home, and more than willing to experiment with whatever was in the kitchen, Cardi’s DIY approach to hair care felt nostalgic—especially to those of us who lived through the height of the natural hair movement in the early 2010s, when homemade masks and hot-oil treatments were washday staples. But it wasn’t just the ingredients that grabbed people’s attention, it was Cardi’s hair. In the video, the rapper casually revealed thick, waist-length strands, a contrast to the elaborate wigs and weaves she’s famous for. The video marked the first time many fans realized she had that much hair underneath it all.
It didn’t always look like that, though. Cardi has been candid about her hair journey, sharing online how she has struggled with length retention and perm damage—experiences many women of color can relate to. There was also the over-bleaching and a bad haircut that had her mom ready to curse out the stylist.
It was those negative experiences, though, that eventually inspired Cardi to return to her roots and get serious about her hair-care routine, incorporating the homemade masks and Dominican beauty rituals she grew up with. Now she’s bottling the routines that helped her nurse her frazzled hair back to health in her new hair-care line, Grow-Good, developed with Revolve Group.
The first teaser for the brand, posted to Instagram in February, featured clips of Cardi’s ultra-long hair being brushed, washed, flipped, and—yes—wrapped in a plastic shopping bag (if you know, you know). The visuals made it hard not to be curious, even with all the other celebrity beauty brands out there. But our March cover star recognizes the fatigue people have and understands that formulas really have to deliver. In her cover interview, the rapper addressed this head on in her typical unreserved fashion: “People are gonna buy my shit just off my name, but are you gonna come back? It’s about coming back.”
Ahead of the launch of Grow-Good, we got early access to the six-product lineup. Armed with intrigue, skepticism, and excitement, four editors with different hair types put the washday staples to the test to see if Grow-Good earns a spot on the short list of celebrity beauty brands worth the hype.
The Grow-Good Collection
While the name suggests hair growth, this initial drop leans more into the “good” part of the brand’s moniker. These first six products are meant to help repair damage and strengthen strands, creating a healthy foundation to support hair growth with continued use.
Each product in the line carries the same light, floral scent, reminiscent of the faint whiff of bodega flowers you catch while rushing through New York City, Cardi’s hometown. To develop the fragrance—a pretty and refreshing blend of aldehydic rose, bergamot, orange blossom, sandalwood with subtle hints of spearmint and eucalyptus—the rapper collaborated with Givaudan, the fragrance house behind fan-favorite perfumes like Parfums de Marly Delina and Dior J’Adore.
Each product, except for the Everything Serum, also features Grow-Good’s trademarked Fiberlace complex. While the brand hasn’t disclosed exactly what’s in the proprietary blend, cosmetic chemist Amanda Lam reviewed the ingredient lists and spotted a group of ingredients that consistently appear across the formulas: hydrolyzed moringa seed extract, guar hydroxypropyltrimonium chloride, panthenol, and betaine.
According to Lam, each of these ingredients plays a functional role: Hydrolyzed moringa seed extract is known for its hair-repair benefits, while guar hydroxypropyltrimonium chloride acts as a conditioning agent that helps smooth the hair and improve slip, making detangling easier.
