It’s just a rumor for now, but music creative Cardi B is said to be launching a new beauty brand called Kulture Wave Beauty or KKB, a name that honors her first-born daughter, Kulture Kiari Cephus. As of now, there isn’t any detail on either timing or what products would be included in the line. The news was reported by Trendmood, a beauty-centered Twitter feed known for providing information on brand and product launches ahead of official announcements.
Reaction to the news has been underwhelming with many pushing back not on Cardi (real name Belcalis Marlenis Almánzar Cephus) herself but the idea of another celebrity beauty line. The complaints reflect growing disgruntlement with product lines rooted in fame rather than effectiveness.
The success of celebrity beauty lines has been a mixed bag. While Fenty Beauty has been a breakout success as has Rare Beauty by Selena Gomez and Rhode by Hailey Bieber, other celebrity launches have struggled to generate buzz beyond their initial launch. In the case of Ariana Grande‘s R.e.m. Beauty, Forma Brands, the company responsible for producing her brand, recently declared bankruptcy.
One advantage Cardi can claims is that she boasts a significant Instagram following of 154 million very engaged fans. As well, she’s known for being legitimitally passionate about beauty whether makeup, hair or nails. And while she hasn’t released in an album since 2018, her fans don’t seem to mind and take delight in her sassy takes as well as her always on-point red carpet looks.