Cardi B's Grow-Good Beauty doubles quarterly sales at Revolve

Grow-Good Beauty, the hair-care brand co-founded by Cardi B, nearly doubled its net sales quarter over quarter in Q3 and landed among Revolve Group's ten best-selling brands. The fashion retailer disclosed the figure, but not the revenue behind it, on its November 3 earnings call.

Co-founder and co-CEO Michael Mente told analysts the brand is already contributing to the group's bottom line. "Repeat purchases among existing customers have increased meaningfully over the past three months," he said. That repeat behavior matters for formulators and buyers watching celebrity beauty economics: it signals the line survived its launch spike and is building consumption habits rather than one-time novelty purchases.

What did the brand do to Revolve's customer base?

The numbers point to genuine acquisition. Revolve counted 3.24 million active customers in the 12 months ending September 30, up 18% year over year. That compares with 11% growth in the second quarter. The company added 202,000 active customers versus the prior quarter — its largest quarterly increase on record.

Co-CEO Mike Karanikolas said Grow-Good played a "meaningful role" in that growth, while conceding the retailer is "still in the early stages" of understanding who these shoppers are. "The [Grow-Good] customer, of course, has a different profile than Revolve," he said. Revolve did not break out the brand's contribution, describe the demographic shift, or say whether new buyers also purchase apparel.

CFO Jesse Timpermans placed a bound on the effect. "Even absent the [Grow-Good] additions, we would have seen acceleration in that active customer growth rate," he said. Beauty, in his framing, serves two purposes: it recruits new shoppers and gives existing customers one more reason to buy.

Where is the margin pressure?

Growth carried a cost. Grow-Good's lower price points pulled Revolve's average order value down 5% year over year to $292. Without the brand, the metric would have stayed roughly flat, Timpermans said. Revolve treats average order value as a key metric because smaller baskets make shipping and fulfillment harder to absorb. Management confirmed the brand contributes to profit but disclosed neither margins nor customer acquisition costs.

Beauty also helped returns. The group's return rate fell more than two percentage points year over year; Karanikolas credited the shift toward beauty and international markets, where returns run lower, without quantifying each factor.

The quarter itself: group sales rose 20% to $356 million, while adjusted EBITDA fell 7% to $23.5 million, as higher shipping costs outweighed savings from fewer returns.

How is the brand marketing itself?

Availability now drives the plan. After several early sellouts, all Grow-Good products are back in stock, Mente said, which lets Revolve start spending on awareness marketing. Mini sizes launch in November to push trial before the holidays.

The campaign draws directly on Cardi B's existing audience and her history of sharing homemade hair treatments online. Agency Bully produced a 45-second launch film narrated by the rapper, screened during her national tour. Packaging and campaign imagery reference Bronx beauty supply stores, bodegas and Dominican salons. On March 24, Cardi B hosted a Shopify-backed beauty bus pop-up outside the Hip-Hop Museum in the Bronx; the brand then activated across both days of September's Create & Cultivate festival, where she performed, alongside her iHeartRadio Music Festival appearance.

What comes next?

The venture has given Revolve a template for celebrity partnerships. Karanikolas said Grow-Good "opened the door for the opportunity with Donatella" — the fashion and beauty venture with Donatella Versace announced September 21, which expects first products in 2027, starting with beauty. "We do think that the Donatella partnership will open even more doors," he said. "We will be extremely selective."

The next data point to watch: whether the November mini-size launch converts the record cohort of new customers into repeat buyers at scale — and whether Q4 discloses the margins behind the brand's profit contribution.