Cardi B‘s Grow-Good Beauty is hitting the road.
The 33-year-old rapper’s new hair care line is making its first stop in the Bronx, N.Y., in a branded tour bus made to look like a beauty supply bodega. Open from 11 a.m. to 6 p.m. on Tuesday only, the in-person activation will allow customers to explore and shop the collection for the first time via mobile device. Anyone unable to make the Shopify-powered pop-up can access the presale, which will go live at the same time, exclusively on growgood.beauty.
“At Shopify, we’re focused on helping brands build direct, meaningful connections with their communities. We’re excited to support Grow-Good as it introduces the brand to consumers through this community-first activation in the Bronx,” Jessica Williams, director of brand partnerships at Shopify, said in the official press release.
Where to Find the Grow-Good Beauty Supply Tour Bus
With roots in the Bronx, the Grow-Good Beauty Supply tour bus will kick off its U.S. expedition at the Hip Hop Museum, located at 585 Exterior Street in the Bronx. The bus will subsequently stop along the “Little Miss Drama” tour route in several cities, including Newark, N.J., Atlanta and Baltimore. Here, customers will be able to purchase the product selection, enter exclusive giveaways and sample limited-edition items.
Cardi B’s Grow-Good Beauty
Courtesy of Grow-Good Beauty
WWD broke the news of Cardi B’s beauty venture on March 17, speaking with the founder about the inspiration, future vision and growth of the brand. Cardi, born Belcalis Marlenis Almánzar, began by opening up about her past struggles with coarse hair.
“So I’m not even gonna lie, when I was younger, I really used to hate my hair,” she said. “My cousins, they had really long hair — like the Disney princesses, they had really long hair. Not only was my hair really coarse, but it was really short. I used to really hate my hair texture, because when I put gel on my hair, instead of being flat, it just kind of crinkles.”
To — hopefully — remedy the issue, Cardi convinced her mom to let her get a perm. She was 7, and the satisfaction was fleeting. Before long, the resulting damage forced her to cut her hair and start over once again. Upon returning to her Dominican beauty rituals in her mid-20s, her hair showed progress. These same routines are now the foundation on which her brand, developed with Revolve Group, is built upon. With a focus on repair, the collection starts with Wash Cycle and Wash Cycle+ shampoos ($14.99) and Soft Serve and Soft Serve+ conditioners ($14.99), all of which were created for varying levels of hydration and repair, along with Get Rich ($19.99), a nourishing mask inspired by Cardi’s DIY treatments with avocado, coconut, banana extract and aloe vera, and Everything Serum ($17.99), a heat and humidity protectant.
