UKLASH, a global leader in eyelash serum, announces a remarkable 55% year-over-year (2020-24) growth alongside a major retail expansion and innovative new product developments. Since its inception in 2019, the niche beauty brand has revolutionised the hair growth category, selling products globally every 10 seconds with over 5 million bottles of their hero product, UKLASH Eyelash Serum, sold to date.
Retail expansion
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 says of the expansion; “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.”
Initially focused on digital retail, UKLASH continues to partner with existing e-commerce platforms such as Beauty Bay, Sephora, and QVC. UKLASH is Beauty Bay’s #1 best-selling brand across their 10k+ SKU offering and the #1 best-selling brand in Sephora’s digital Lash & Brow treatment category.
Product portfolio and customer engagement
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, resulting in a waiting list of over 3,000 customers. 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.
UKLASH has over 80,000 five-star reviews and solid customer retention of 33%. The introduction of marketing efforts, such as the Super Natural Beauty Club earlier this year, has further engaged customers, increasing email sign-ups by 48% and providing a VIP shopping experience to the UKLASH community.
Community and social media presence
With over 157,000 Instagram followers, user-generated content (UGC) is at the heart of UKLASH’s social media and brand strategy. The community plays a vital role in driving new product development (NPD) and brand updates, reflecting their feedback and preferences in each innovation.
Expert endorsement
Strengthening its market position, UKLASH has enlisted celebrity trichologist Hannah Gaboardi, highlighting the brand’s commitment to quality and expertise in the hair growth category.
Future plans
A rebranding initiative led by new CMO Clare Tyrer, formerly of Missoma, is set to continue to elevate the brand’s aesthetic. In addition, UKLASH plans to broaden its eyelash and eyebrow serum offerings to cater to a wider range of consumers, and introduce new products under the UKHAIR sub-brand, as well as launching into a new category, catering to the growing needs of its community in over 118 countries.
