UKLASH launches Lash Lift Gel with Selfridges pop-up

UKLASH is to open a pop-up at Selfridges Oxford Street from 28 September to 4 October to support the launch of its new Lash Lift Gel.

The activation will give visitors the chance to explore UKLASH’s Lash Wardrobe and receive complimentary lash applications from professional make-up artists, who will demonstrate the brand’s products and offer guidance on creating different lash looks.

The pop-up will also feature a Spin to Win activation, with prizes including a £200 Selfridges voucher, complimentary brow shaping and coffee, while customers spending at selected thresholds will receive gifts with purchase.

Lash Lift Gel launched in late August and is designed to lift, define and hold natural lashes. The tinted gel can be worn alone for a more natural look or layered underneath mascara as a primer.

Sophia Taylor, Senior Brand Marketing Director at UKLASH, said the Selfridges customer was a strong fit for the brand as it expands beyond its serum heritage.

“As we build on our serum heritage, expand our lash assortment, and offer a more complete lash wardrobe, the pop-up gives us the opportunity to introduce that broader story to new audiences, while giving our existing community another way to connect with us in person,” she said.

Taylor added that education would be an important part of the activation, allowing customers to see the product on their own lashes and understand how it can be used as part of their routine.

The Selfridges pop-up follows UKLASH’s ‘Self-Growth Studio’ in Shoreditch in January, which combined beauty services and expert consultations with wellness sessions. Taylor said at the time that 2026 would be a year focused on “offline experiences and deeper connections” with the brand’s audience.

Alongside the Selfridges activation, UKLASH’s younger sister brand gróa is taking its university tour across the UK. The tour will visit Queen Mary University in London on 24 September, Nottingham Trent University on 28 September, Leeds Beckett University on 30 September and New Cathedral Street in Manchester on 1 October.

Gróa was launched by UKLASH founder Nima Pourian in 2025 as a lash and brow growth brand aimed at Gen Z and Gen Alpha. It launched with two peptide-powered, prostaglandin-free serums and has since expanded its UK retail presence through Boots.