What UKLASH does

UKLASH is a UK-based, direct-to-consumer beauty company founded in 2018 by Nima Pourian and owned by Hearst Corporation. The company specialises in peptide-based lash, brow, and hair growth serums, anchored by its flagship Lash Growth Serum, which launched the brand and is claimed to sell at a peak rate of one unit every 10 seconds with 53,000+ accumulated reviews. The company has served 3 million+ customers since inception and ships to 150+ countries from warehouses in the UK, Europe, and the USA. Headcount sits in the 11–50 band, and the company operates its formulation through a dedicated lab in Spain with 20+ years of hair-growth research backing.

UKLASH's core product technology is peptide chemistry rather than any software or AI platform. The Lash Growth Serum and UKBROW Eyebrow Growth Serum centre on Myristoyl Pentapeptide-17, Vitamin B5 (Panthenol), Biotin Peptide, and Green Tea Extract. The Complex Peptide Lash Serum uses a six-peptide formulation targeting users who want to avoid prostaglandin analogues, and the Sensitive variant is positioned for sensitive-skin consumers with anti-inflammatory ingredients. Adjacent SKUs include three mascara formats (Volume Boost, Lengthening, Tubing), brow sculpt and pencil, micellar water, Hydra-Gel eye patches, a Vitamin C + HA eye serum, plumping lip glosses, hair vitamins (gummies), bond-building hair repair masks, a growth shampoo and conditioner set, and pre-configured bundles (10–20% off).

The business model is multi-channel and primarily DTC e-commerce on uklash.com. Revenue streams include subscriptions (20% off first order, 15% off ongoing; flexible delivery cadence and VIP perks including giveaways, samples, and priority support), one-time purchases with tiered pricing (£12–£43 across serums, mascaras, supplements), and bundle / kit sales driving AOV. The company also runs a wholesale program (wholesale.uklash.com) and, in August 2025, expanded into physical retail via the Groa sub-brand in 570+ UK stores with a US rollout planned. Sub-brand portfolio is now three: core UKLASH (premium, £20–£43 SKUs), Groa (Gen Z / Gen Alpha entry-level at £20), and UKHAIR (Middle East–launched hair care line). Marketing is concentrated on the brand's own website, editorial endorsements (Vogue, Harper's Bazaar, Cosmopolitan, Elle, Glamour, WhoWhatWear, Refinery29), influencer partnerships on Instagram and TikTok, content marketing via an extensive beauty blog, and promotional events (Black Friday up to 50% off).

Name

UKLASH

Legal name

UKLASH

Website

https://uklash.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

UKLASH is a UK-based, direct-to-consumer beauty brand selling peptide-based lash, brow, and hair growth serums. Serving 3 million+ consumers globally through subscriptions and one-time purchases, the Hearst-owned brand ships from UK, Europe, and USA warehouses to 150+ countries.

Ownership category

akta.pro rank

Product category

Beauty & Personal Care / Cosmetic Growth Serums

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eye & Lip Skincare (CRABAAAC)

Keywords

• Lash growth serums
• Brow enhancement products
• Hair growth serums
• Peptide beauty formulations
• Direct-to-consumer cosmetics

Headquarters

HQ city

Chester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Subscription Revenue: Recurring subscription model offering 20% off first order and 15% off ongoing with flexible delivery frequencies (monthly, bi-monthly, quarterly, up to every 6 months). Subscription includes VIP perks such as giveaways, samples of upcoming launches, and priority customer support.
2. One-Time Product Sales: Single product purchases through direct-to-consumer e-commerce with tiered pricing and bundle discounts. Products include lash serums, brow serums, hair care, mascaras, and accessories.
3. Bundle and Kit Sales: Pre-configured product bundles offering 10-20% savings vs. individual purchases, driving higher average order value and product discovery.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

UKLASH develops, manufactures, and sells peptide-based cosmetic serums and complementary beauty products focused on lash, brow, and hair growth. Its flagship Lash Growth Serum is paired with an Eyebrow Growth Serum and a portfolio of specialized variants (Complex Peptide, Sensitive), hair care items (UKHAIR sub-brand), mascaras, brow tools, and supplements, sold direct-to-consumer worldwide through uklash.com with a recurring subscription program.

Product overview

UKLASH is a UK-based direct-to-consumer beauty brand launched in 2018, specializing in eyelash, eyebrow, and hair growth serums and complementary beauty products. The company operates a portfolio model centered on its core Lash Growth Serum (flagship product), supplemented by the Eyebrow Growth Serum and multiple specialized variants including Complex Peptide (prostaglandin-free) and Sensitive formulations. The brand has expanded into hair care via the UKHAIR sub-brand (serums, supplements, shampoos, masks) and skincare (eye serums, patches, lip care). Supporting products include mascaras (Volume Boost, Lengthening, Tubing), brow products (gel, pencil, pomade), tools (lash curler, separator, guard), and various bundled kits. The brand's subscription service offers 20% off first orders and 15% ongoing discounts. UKLASH ships worldwide from warehouses in UK, Europe, and USA.

Differentiator

Problem solved

Functional benefit

Brands

• UKHAIR: Hair care product line launched in August 2025, including hair growth serums, shampoos, conditioners, repair masks, vitamins, and styling tools. Products are formulated without parabens or sulfates and marketed as vegan and cruelty-free.
• Groa

Products and services

• Lash Growth Serum UKLASH's flagship eyelash growth serum designed for ultimate lash length and faster growth, using clinically proven ingredients and targeted at individual beauty consumers seeking non-invasive lash enhancement.
• Eyebrow Growth Serum (UKBROW) High-performance eyebrow serum formulated with Myristoyl Pentapeptide-17, Vitamin B5 (Panthenol) and Green Tea extract to stimulate natural brow hair growth and fullness.
• Complex Peptide Lash Growth Serum Prostaglandin-free lash serum combining six peptides to grow longer, fuller and thicker-looking lashes, aimed at consumers seeking peptide-based growth without prostaglandin analogues.
• Sensitive Lash Growth Serum Gentle lash serum formulated without prostaglandin analogues for sensitive skin and eyes, using anti-inflammatory ingredients to nourish, lengthen and strengthen lashes over 6–12 weeks.
• Hair Growth Serum (UKHAIR) UKHAIR-branded hair growth serum formulated for longer, fuller and healthier-looking hair, aimed at consumers experiencing thinning or seeking routine hair density support.
• Advanced Hair Supplements Oral hair supplements with biotin and hair-nourishing ingredients designed to support stronger, longer and healthier-looking hair as part of the UKHAIR routine.
• Hair Vitamins (OMG Hair Vitamin Gummies) Gummy hair vitamins for stronger, longer and healthier hair, available in 30-day and 90-day supply options.
• Volume Boost Mascara Volumizing mascara with a curved brush designed to deliver a fuller and bolder lash look as part of UKLASH's lash cosmetics range.
• Lengthening Mascara Lengthening mascara with a silicone wand designed to define and extend lashes, complementing UKLASH's lash serums.
• Tubing Mascara Tubing mascara that wraps each lash in tube-like fibers for longer-looking, smudge-resistant lashes, available in black and mocha shades.
• Brow Gel Sculpt Brow setting gel for shaping, sculpting and holding brows in place; vegan-friendly and cruelty-free.
• Brow Pencil Precision brow pencil for filling targeted sparse areas and creating defined, darker brows.
• Micellar Water Lash & Brow Wash Gentle micellar water designed for cleansing lashes, brows and the surrounding skin without stripping.
• Hydra-Gel Eye Patches Hydrogel under-eye patches sold in sets of 30 to rejuvenate and restore the under-eye area.
• Growth Shampoo and Conditioner Set UKHAIR shampoo and conditioner duo formulated to cleanse the scalp and stimulate stronger, longer and healthier hair.
• Hair Repair Mask Bond-building and repairing hair mask designed to restore damaged hair, available in full and mini sizes.
• Plumping Lip Gloss Lip-plumping gloss available in Rose and Clear variants for hydrated, fuller-looking lips.
• Vitamin C + HA Eye Serum Eye-area serum combining Vitamin C and Hyaluronic Acid to brighten and hydrate the under-eye area.
• Lash, Brow and Hair Bundles & Kits Pre-configured product bundles including lash + mascara, brow + lash, super serums and complete lash kits that combine multiple UKLASH products at a 10–20% discount versus individual purchase.

Quantifiable outcome

• 86% thicker and 84% fuller-looking brows in under 6 weeks
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• UKHAIR Middle East ExpansionstrategicGTM or Marketing Partner · 1 August 2025UKLASH launched UKHAIR hair care collection in UAE market as strategic diversification beyond core eyelash enhancement products. The seven-product collection includes Hair Growth Serum, shampoos, conditioners, repair masks, vitamins, and styling tools, marketed as vegan, cruelty-free, and free from parabens and sulfates.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Grande Cosmetics: Direct-to-consumer beauty brand best known for GrandeLASH-MD lash enhancing serum and GrandeBROW brow serum. Closely mirrors UKLASH on lash and brow serum positioning, celebrity/influencer-driven marketing, and broad DTC distribution.
• Babe Original: Beauty brand offering lash and brow enhancing serums plus brow lamination products, often sold through professional and retail channels. Comparable on product range (lashes, brows) and emphasis on growth/conditioning treatments.
• RevitaLash Cosmetics: Physician-developed lash, brow, and hair conditioning serums sold direct-to-consumer and through professional channels. Highly comparable to UKLASH on product category (lash/brow growth serums), peptide/prostaglandin-based formulations, and DTC subscription model.
• NeuLash: Lash and brow serum brand offering peptide-based growth formulations via DTC and department store channels. Comparable to UKLASH on core product positioning, ingredient philosophy, and target demographics.
• RapidLash: Beauty brand specializing in eyelash and eyebrow enhancing serums with similar peptide-based claims (e.g., Hexatein complex). Direct competitor in the lash/brow serum category with overlapping target consumers and retail channels.

Broad incumbents

• Drunk Elephant: Premium clean-beauty skincare brand, also owned by a large conglomerate (LVMH-adjacent Shiseido sale history). Comparable to UKLASH on clinically-positioned, ingredient-led DTC beauty positioning and broad retail/e-commerce distribution.
• The Ordinary (DECIEM): Science-focused, affordable skincare brand owned by Estée Lauder. Comparable to UKLASH on clinically-positioned, ingredient-led serums sold DTC with strong subscription/repeat dynamics, though broader in skincare categories.
• Maybelline (L'Oréal): Mass-market mascara and eye makeup leader under L'Oréal. Comparable to UKLASH on the lash category adjacency (mascaras including Lengthening and Tubing formats) and global mass-market beauty distribution, though operating at vastly larger scale and broader category scope.
• Rodan + Fields (Lash Boost): Multi-level marketing beauty company with Lash Boost as a flagship eyelash enhancing serum. Comparable on lash growth serum category leadership, though broader in skincare and distributed via consultant networks rather than pure DTC.

Emerging players

• Vegamour: Plant-based lash, brow, and hair growth serum brand with strong DTC presence and clean-beauty positioning. Comparable to UKLASH on growth serum category and vegan/cruelty-free messaging, though smaller in scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/officialuklash
• LinkedInlinkedin.com/company/uklash

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UKLASH