After Cardi B and Beyoncé, rapper Russ is the latest music star to enter the booming hair care business, unveiling Palermo. The “What They Want” hitmaker introduces a premium hair care brand inspired by his signature curls, Italian heritage, and years of personal hair care rituals.
The now-independent artist announced the launch on June 13 via Instagram with an eye-catching campaign featuring a custom shampoo-bottle photo booth and a series of playful headshots showcasing his long, curly hair. The reveal arrives as celebrity-founded beauty and personal care brands continue to gain momentum. He joins Cardi B’s Grow Good and Beyoncé’s Cécred.
“I JUST DROPPED MY OWN HAIRCARE BRAND!!!! PALERMO IS OUT NOW,” Russ wrote to his millions of followers, signaling a significant expansion beyond music and entertainment.
According to Palermo’s brand messaging, the line grew from Russ’ lifelong commitment to maintaining healthy curls. “Caring for my curly hair has been a daily ritual for me for as long as I can remember,” Russ said. “Palermo is my way of sharing with the world my own roots.”
The brand draws inspiration from Russ’ Italian background while emphasizing natural ingredients, transparency, and elevated hair care. Palermo positions itself as a luxury-focused line designed to help consumers care for textured and curly hair without compromising ingredient quality.
Rapper Russ Joins Cardi B & Beyoncé In The Hair Care Industry With New Brand, “Palermo”
Palermo marks Russ as the first male rapper with his own hair care brand in today’s music. It is the rapper’s first branded product outside of music. For Russ, the venture represents both a personal and professional milestone.
“This is one of the more nerve-racking but exciting moments of my career so far,” he wrote in a follow-up comment. “Took a lot of time money and energy and tonight I’m going to celebrate viciously with yall in NYC.”
Fan response was immediate. Many praised the authenticity of the concept, noting that Russ’ curls have long been part of his public image. Others celebrated the move as a natural extension of his brand.
With Palermo, Russ transforms a defining personal trademark into a consumer business, joining a new generation of artists turning cultural influence into beauty entrepreneurship.
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