Cardi B's Grow-Good Beauty Lifts Revolve Sales but Dents Order Values

The hair-care line co-founded by Cardi B is already contributing to Revolve Group's bottom line, giving the fashion retailer an early return on its push into celebrity-backed beauty. Co-founder and co-CEO Michael Mente said on the company's November 3 earnings call that Grow-Good's net sales nearly doubled from the prior quarter, placing it among the group's ten best-selling brands. Revolve did not disclose the brand's revenue.

Mente said repeat purchases among existing customers rose meaningfully over the past three months, a signal that shoppers are coming back after the initial burst of interest around the launch.

The brand is also drawing buyers from outside Revolve's core fashion audience. Co-founder and co-CEO Mike Karanikolas said the Grow-Good customer has a different profile from the typical Revolve shopper, adding that the company is still in the early stages of understanding how those customers behave.

The trade-off is visible in the basket. Lower-priced Grow-Good products are reducing average order value even as they bring in new shoppers and add profit. Revolve did not say how those customers differ demographically or whether they are also buying apparel.

The distinction matters as Revolve builds out beauty alongside its clothing business. Grow-Good offers the group a route to shoppers who might not otherwise have bought from it, and the repeat-purchase data suggests that audience is sticking around.