Kulture Kiari is the latest star of mom Cardi B’s hair-care brand, Grow-Good Beauty.
The 8-year-old appears in a new video promoting the brand’s Get Rich Hydrating Hair Mask.
In the clip, Kulture opens the refrigerator and searches for ingredients to make a homemade hair mask.
“Where are the bananas? Here they are. And avocados. I need those for moisture. Oh, here’s the rosemary,” she says. After taking a whiff, she reacts, “Ooh, that’s strong.”
Once she has everything she needs, Kulture gets ready to make the treatment herself.
“Okay, I think that’s everything,” she says.
But she quickly changes her mind and offers an easier option.
“Or you can just get Grow-Good,” she says. She then asks, “Can we put this on my back-to-school list?”
Grow-Good shared the video along with photos of Kulture showing off her natural curls.
“@kulturekiari is in the kitchen and she knows exactly what’s needed for healthy hair. A little avocado, coconut, and all the good stuff that inspired our best-selling Get Rich Hair Mask,” the brand captioned the post.
The campaign plays off Cardi’s longtime use of DIY hair treatments. Back in 2020, the rapper shared homemade masks she used on herself and Kulture, with recipes that included kitchen staples such as avocado, eggs, honey and oils.
Those early experiments eventually inspired Grow-Good Beauty and its Get Rich Hydrating Hair Mask. Cardi spent years developing the line before its launch in spring 2026.
The mom of four kept her daughter’s hair needs in mind as she developed Grow-Good for a range of textures.
“My daughter [Kulture] and I, you would think that we have the same hair texture, but we don’t. Her hair is very delicate,” Cardi told ELLE in a recent interview.
She continued, “I could drench my hair in castor oil—castor oil is thick. However, if you put castor oil on Kulture’s hair, it becomes brittle. You could literally yank some of her hair out.”
Cardi found that lighter oils worked better for her daughter.
“So I learned to put coconut oil on her hair, grapeseed oil, [since] the consistency is not as thick,” she said. “We all have different hair textures, and I always try to explain that to everybody who works on my product line.”
That attention to individual hair needs carried over to the Grow-Good formulas.
“There’s one [conditioner] that is more nourishing than the other, because like I said, that’s one thing that I learned a lot with Kulture. Some of us need richer conditioners and shampoos than others.”
