Cardi B put her 8 year old daughter Kulture front and center in a new ad for her haircare line Grow-Good Beauty this week, and when a critic pushed back online, the rapper made it clear this was never just a cute cameo. According to Cardi B, Kulture is not simply promoting the family business. She is set to inherit it.
The ad that put an 8 year old in the kitchen
The new spot shows Kulture in pajamas with her hair set in rollers, opening the refrigerator to gather ingredients for a homemade hair mask, including bananas, avocado and rosemary, before deciding it would be easier to just reach for a jar of Grow-Good instead. She caps the ad by asking to add the product to her back to school list. The campaign promotes the brand’s Get Rich Hair Mask, which sells for 19.99 dollars, and arrives as the company restocks a product that sold out fast after its original release.
Kulture in the kitchen and she knows exactly what’s needed for healthy hair… GROW GOOD is back in stock NOW!! https://t.co/pwgau5Q2Ae pic.twitter.com/frxpyVnRJp
— Cardi B (@iamcardib) September 1, 2026
Cardi claps back at critics
Not everyone found the ad charming. One social media user accused Cardi B of dragging her child into advertising in a way that could backfire later in life. Cardi B responded quickly and directly, rejecting the idea that this was a typical beauty ad at all. Her position was that Kulture’s appearance reflects real, long term involvement in a company she is expected to eventually own outright, not a one off sponsorship.
The hair journey behind the brand
Grow-Good grew out of Cardi B’s own years long relationship with her hair, which by her own account included damage from early perms and bleach before she settled into a homemade routine using recipes rooted in her family’s Dominican traditions. She has said she built the brand after finally getting her own hair healthy again through trial and error in her kitchen, and wanted to make an affordable version of that routine available to fans who had followed her hair journey for years. She has also said becoming a mother sharpened her focus on the topic, since she wants Kulture to grow up with healthy hair as a foundation rather than having to repair damage later the way she did.
A family business built for more than one kid
Kulture is the oldest of four children Cardi B shares across two relationships. She and Migos rapper Offset also have a son, Wave, born in 2021, and a daughter, Blossom, born in 2024. Cardi B welcomed a fourth child with NFL player Stefon Diggs within the past year. With Kulture already positioned as the brand’s future owner, the campaign reads less like a one time marketing moment and more like the opening chapter of a business Cardi B appears to be building around her children’s futures rather than just her own image.
