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Rooted in the philosophy of embracing what’s already there, Groa empowers consumers to claim their confidence and discover beauty that’s 100% their own.
August 25, 2025
By: Lianna Albrizio
Associate Editor
UK-based lash and brown serum brand UKLash is expanding its portfolio to reach the next generation of brow groomers.
Nima Pourian, founder of the UK’s top-selling lash and brow serum brand, UKLash, has introduced Groa, a new sub-brand designed to meet the needs of Gen Z and Gen Alpha. The brand is debuting with high-performance lash and brow serums that are prostaglandin-free and peptide-powered at an accessible price point.
Groa is the first lash and brow serum brand created specifically for a younger audience, combining 20 years of lash growth innovation with accessible, science-backed formulas. Rooted in the philosophy of embracing what’s already there, the brand empowers consumers to claim their confidence and discover beauty that’s 100% their own. The initial product lineup includes the Lash Enhancing Serum and Brow Enhancing Serum – both delivering visible results in six weeks, based on a consumer study with 50 participants. The serums are 99% naturally sourced, dermatologically and ophthalmologically tested and EU- and FDA-approved. Additionally, they are enriched with pea peptide, green tea extract, hyaluronic acid and cica to strengthen, condition and support healthier growth.
“My vision has always been simple: lash and brow serums for every age and every stage of life,” said Nima Pourian, founder of UKLash and Groa. “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.”
The brand is launching in the US and UK on groabeauty.com. By year’s end, Groa will be in over 570 retail doors across UK, Southern Europe and Ireland, with further US expansion to follow.
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