Exclusive: UKLASH founder targets Gen Zalpha with new beauty brand gróa

By Lollie Hancock | Published: 22-Aug-2025
Skin Care Retail

Following the success of UKLASH, founder Nima Pourian is bringing new Gen Zalpha focused lash and brow serum brand gróa to the market to expand the company’s reach

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UKLASH is expanding its hold on the lash and brow market with the launch of gróa – a new beauty brand  targeted at Gen Z and Gen Alpha.

Launching 24 August, gróa debuts with two peptide-powered, prostaglandin-free lash and brow serums, priced at £20 each.  

The brand is designed to be “affordable without compromising efficacy”, and has been clinically tested, ophthalmologist- approved and formulated with 99% naturally sourced ingredients.

“Gen Z and Gen Alpha are not only highly engaged in beauty, but they are also reshaping expectations,

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