Beauty Launches

New Groa Lash & Brow Brand for Gen Z and Gen Alpha

UKLash expands its portfolio to reach the new generation with affordable and safe serums.

August 27, 2025

By: Rachel Klemovitch

Assistant Editor

Nima Pourian, founder of UKLash, launched 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, peptide-powered, and priced at $20.

Pourian said,

“My vision has always been simple: lash and brow serums for every age and every stage of life. 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.”

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 products delivered visible results in six weeks, based on a consumer study with 50 participants. The serums are also 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.

The brand is launching in the U.S. and the UK DTC online. By the end of the year, Groa will be in over 570 retail doors across the UK, Southern Europe, and Ireland, with further U.S. expansion to soon follow.