UKLash Founder Launches Groa

Nima Pourian, founder of British beauty brand UKLash, has introduced Groa, a new brand created specifically for Gen Z and Gen Alpha.

Building on more than 20 years of lash growth expertise, Pourian set out to create a lash and brow line that reflects younger consumers’ appetite for affordability, authenticity, and science-led results.

UKLash, Groa’s parent brand, launched in 2019 with its now-bestselling Eyelash Serum and has since expanded into a full range spanning lash and brow treatments, skincare, tools, supplements, and haircare.

“My vision has always been simple: lash and brow serums for every age and every stage of life,” said Pourian. “Beauty should be safe, effective, and accessible to everyone. Now is the perfect moment to launch an entry-level beauty brand; Gen Alpha is beginning to influence trends and expects products that are both aspirational and affordable. With Groa, we’re meeting that demand without compromising on quality or performance, opening the door to a younger generation with products they can trust, backed by science and careful formulation.”

Groa launches with two products, the Lash Serum and the Brow Serum, both promising visibly fuller, healthier results in just six weeks. At £20 ($20), the serums arrive at a notably accessible price point within a category often defined by premium positioning.

Powered by peptides rather than prostaglandins, each formula is 99% naturally sourced, vegan, dermatologically and ophthalmologically tested, and compliant with both EU and FDA standards. Key ingredients include pea peptide, green tea extract, hyaluronic acid, and cica, which condition, strengthen, and support healthier lash and brow growth over time.

Groa is available now at groabeauty.com, shipping to both the UK and US. By the end of the year, the brand will be stocked in more than 570 retail stores across the UK, with a US retail launch to follow.