Cardi B has enlisted her eight-year-old daughter Kulture as the face of the autumn restock campaign for her hair-care brand, Grow-Good Beauty, released on 1 September. The move highlights the rapper's ambition for the company to become a lasting family legacy rather than simply a celebrity product line, a point she stressed after facing criticism online for featuring her daughter in the advert.

In the campaign, Kulture is shown in green pyjamas and curlers picking fruit and vegetables from the fridge that go into the Grow-Good formula, asking to add the product to her back-to-school list. When a fan objected to the child's involvement, Cardi B responded on X that it was "not a beauty ad" but "a company that one day she'll own." Grow-Good Beauty launched in March, sold out by April, and was inspired by Cardi B's own hair-repair routine using family recipes; she also recently released the single "AH HA," currently at No. 52 on the Billboard Hot 100.