Cardi B has four kids, music royalties, properties, and cash, and she still felt like it wasn’t enough. The thing keeping her up at night was the question of what happens to her children if she’s no longer here, and she decided a haircare company was the answer.
Speaking to ET’s Kevin Frazier at Create & Cultivate, the 33-year-old rapper got candid about the anxiety that pushed her to build Grow-Good Beauty. I was panicking like, yo, I leave this earth and my kids going to have just music royalties that they mostly going to have to be arguing people about,” she said, and that fear of legal battles over her catalog clearly hit different than any financial worry.
She wanted something cleaner, something that couldn’t be disputed in a courtroom. “This is theirs. It’s yours,” she said, and that simplicity seems to be the whole point of the brand for her.
Cardi shares Kulture, 8, Wave, 5, and Blossom, 2, with her ex Offset, and recently welcomed a 9-month-old son with NFL wide receiver Stefon Diggs, whose name she hasn’t made public yet.
When asked which kid might eventually run Grow-Good Beauty, she didn’t hesitate to name Kulture, though she was quick to add that her younger two are still too small to clock their personalities properly.
Kulture already made her debut in a Grow-Good Beauty campaign alongside her mom, and by the sounds of it, she wasn’t dragged into it.
Cardi said she went out of her way to keep the shoot relaxed and short so her daughter wouldn’t feel pressured, and Kulture ended up being the one pushing for more. “She was really like, ‘I want this. I want to do this,'” Cardi recalled, which clearly meant a lot to her.
Watching an 8-year-old take ownership of a campaign that her mother built from scratch is the kind of moment that makes the whole business venture feel personal rather than promotional.
Cardi said she looked at Kulture on set and thought, “I see a bright future on you,” and that reads less like a proud mom moment and more like a CEO quietly identifying her successor.
The interview also touched on whether Cardi is planning to expand her family further, and her answer was a firm maybe. She said she probably wants one more kid, maybe two, but not anywhere close to now.
“I feel so sexy. I’m having so much fun,” she said, which is about as honest a reason as any for pumping the brakes on another pregnancy.
It’s a rare thing when a celebrity business venture comes with this much personal weight behind it. Grow-Good Beauty isn’t being positioned as a side hustle or a vanity project, it’s being framed as a safety net, a piece of something tangible that her kids can hold onto regardless of what happens to the music side of her estate.
Kulture is 8, and she’s already been in the campaign. The question of who takes the reins is still very much open.
