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Nima Pourian, founder of category-leading lash and brown serum brand UKLASH has announced his latest business venture with the launch of gróa, a lash and brow brand aimed at the gen Z and gen Alpha markets. 

gróa is built on over 20 years of lash growth innovation and boasts a range of high performance, prostaglandin-free, peptide-powered formulas at an affordable price point to help meet the needs of the younger generation, without compromising on results.  

The launch lineup includes the gróa Lash Enhancing Serum and Brow Enhancing Serum for visibly longer, fuller and healthier lashes and brows in just 6 weeks.  

The formulas are dermatologically and ophthalmologist tested and contain pea peptide, green tea extract, hyaluronic acid and cica to help support lash and brow strength and resiliency, as well as help them appear soft, smooth and healthy.  

gróa's collection of lash and brow serums are set to make their retail debut across 327 Boots stores in September and will be featured on prominent window displays in key stores.  

Nima Pourian says: “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, no matter their life stage or budget.  

“With gróa, we’re opening the door to a younger generation with products they can trust – backed by science and careful formulation,” comments Pourian.  

gróa is now available to purchase online at groabeauty.com and Boots.com, and will be available at selected Boots stores from the 29th September 2025.