UKLASH sees sales rocket 55% and sets sights on expansion

UKLASH, the hairgrowth brand renowned for its effective yet affordable eyelash serum, has announced a 55% growth from 2020 to 2024.

The brand, which was founded by Nima Pourian in 2019, has revitalised the hair growth category, selling products globally every 10 seconds. To date, it has sold over 5 million tubes of its hero product – the UKLASH Eyelash Serum.

Initially focused on digital retail, UKLASH continues to partner with existing e-commerce platforms such as Beauty Bay, Sephora and QVC.

Asf for brick-and-mortar retail, following a successful launch with Boots last year, UKLASH is now partnering with Selfridges, H Beauty, Sephora and Fenwick starting June 2024.

Founder Nima Pourian said: “We are strategically leveraging selected retail partnerships to drive growth and connect with a broader customer base. Consumer preferences have shifted back towards brick-and-mortar stores, marked by increased foot traffic and a renewed enthusiasm for in-person shopping experiences post-COVID.

“Although we've experienced interest from various retailers since our launch, we intentionally delayed this expansion. Now, as we enter our next phase of growth, we are fully prepared. It's incredibly rewarding to see our niche brand successfully appeal to both mass and premium retailers, underscoring the strength and appeal of UKLASH.”

Starting with a single product, the UKLASH Eyelash Serum, the brand's portfolio has expanded to include lash and brow growth products, skin care, accessories, and the new UKHAIR line. The re-launch of the Hair Growth Serum in May 2024, featuring enhanced ingredients and a new applicator, sold out within 4 days.

July sees a new category launch with the launch of UKLIPS - products designed to enhance the size and appearance of lips whilst delivering high gloss shine and nourishment.

Looking ahead, a rebranding initiative led by new CMO Clare Tyrer, formerly of Missoma, is set to continue to elevate the brand’s aesthetic.