Nima Pourian, founder of UKLASH, has announced the launch of his latest venture, gróa. Positioned as the first lash and brow serum brand designed specifically for Gen Zalpha consumers, the launch represents a strategic step for Pourian in covering both entry-level and premium price points within the growing lash and brow category.
The brand debuted online on 24 August, with an in-store rollout at Boots following on 29 September. Two products will lead the launch: a lash serum and a brow serum, each priced at £20. Both formulations are prostaglandin-free, peptide-powered and 99% naturally sourced, with clinical trials claiming visible results in lash length and brow fullness within six weeks.
Distribution plans for 2025 include listings in 327 Boots stores across the UK, alongside international expansion. By the end of the year, gróa is expected to be stocked in over 570 retail doors, including 150 Primor stores in Southern Europe and more than 100 outlets in Ireland.
The launch marks a further evolution of Pourian’s portfolio, bringing over 20 years of lash growth expertise to a new demographic of consumers.
