Grow-Good
2026
Brand Strategy
Naming
Visual Identity
Packaging
Art Direction
Web Design
Motion Design
Grow-Good is inspired by hair culture in The Bronx, beauty supply stores, Dominican salons, bodegas and corner groceries—these spaces, and the signage, products, and colors within them inspired every part of our brand world.
Cardi’s voice, visualized.
Stock that feels special.
By selecting stock packaging from unexpected categories we kept Grow-Good affordable without losing its character. The family includes a margarine tub, dish soap nozzle, and mayonnaise squeeze cap.
From copy, to photography, to packaging, Grow-Good was built to celebrate Cardi’s hair journey growing up in The Bronx—and the fans felt that immediately.
To prepare for launch we designed the Grow-Good site to show off and flex the brand’s visual system within conversion-optimized UI/UX flows.
A smart, simple story.
To launch the brand we created an anthemic trailer film where Cardi tells the Grow-Good story in :45 seconds. The film played for crowds before her sold-out national tour.
Inspired by halal carts and taco trucks, we concepted a beauty bus that could tour the country with Cardi to engage fans in every neighborhood. Our friends at MKG brought it to life.
Pre-Sale sold out in 10 minutes. The Launch Collection sold out in 35 minutes. The current waitlist is worth over $40M. Bully is extending and expanding the design system across new products and accessories for the coming year of launches. Most importantly, the products work and Cardi’s officially a hair mogul.
Managing Director
Lev Ratnofsky
Creative Director
Yuliana Troubetskaia
Strategy Advisor
Dominique Baira
Graphic Design
Support
Sophie Brotman
Anna Sing
Art Direction
Support
Julianna Le
Naming Partners
Belcalis Almanzar
Patientce Foster
Photographers
Charlie Denis
Jon Brown
Brett Rogers
Cinematographers
Bobby Pavlovsky
Mark Sommerfeld
Set Design
Daniel Horowitz
Ronnie Burress
Makenzie Hart
Crash Richard
Amanda Bantug
Styling
Kollin Carter
Juan Ortiz
Cynthia Casian
Jessica Saltikov
Prop Styling
Krystal Collier
Nemanya Sekiz
Hair
Tokyo Stylez
Ar'Tavia Harris
Dindi Hojah
Makeup
Erika La'Pearl
Noelle Malkasian
Erica Perez
Nails
Coca Michelle
Ginger Lopez
VFX
Masha Batsii
Antoine Contat
Post House
NEWKID
Editor
Alexis Biziere
Colorist
Jean Ousmane
Kushtrim Kunushevci
Sound Mix
Juste Bruyat
BTS Video
Ryan Chann
Josh Hill
Blake Emmerson
Kathy Pham
Production
Aimee Sorek
Ani Caballero
Evan Duran
Austin Magin
Krysta Ohle
Marcelino Sorza
Santiago Munoz