UKLASH: Where Science Meets Beauty

Nima Pourian delivers longer lashes with confidence

When Nima Pourian launched UKLASH, the odds were stacked against him. The beauty industry is notoriously saturated, especially in the lash and brow category, where products often overpromise and underdeliver. Yet within a few short years, his science-led lash serum rose from a niche newcomer to a global bestseller. Today, UKLASH is stocked everywhere, from Boots to Amazon, and has garnered more than 80,000 five-star reviews, cultivating a loyal customer base that keeps coming back.

For Pourian, the story of UKLASH is not about hype but about results. “It may look like an overnight success, but it is the result of years of formulation expertise,” he explained. That dedication to science is paying off. Over 70 per cent of customers reorder within six months, and clinical trials have shown that 97 per cent of users experience visibly longer lashes within just 12 weeks. Trends fade quickly in beauty, but real results last, and that has become the brand’s foundation.

Science First, Always
UKLASH is not the first brand to promise fuller lashes, but its formulas have consistently set it apart. Pourian attributed this to deep formulation expertise and uncompromising standards. With more than a decade of experience in lash serum development, the team has refined ingredient sourcing and delivery methods to a science.

“Our peptide complexes stimulate keratin production, biotin and panthenol nourish follicles, and hyaluronic acid locks in hydration,” Pourian said. “But it is not just about what you use, it is about how you use it. We employ encapsulation technology so that active ingredients stay potent and gentle from the first drop to the last.”

One of the brand’s biggest breakthroughs was due to the creation of the Complex Peptide Lash Serum, the first to combine six peptides in a single formula. “Getting those molecules to work synergistically was incredibly complex,” he recalled. The result was a three-product portfolio: the original prostaglandin-based serum for fast results, the Complex Peptide serum for long-term use, and a Sensitive version for delicate eyes. For Pourian, that kind of innovation only happens when a company invests in what matters. “Formulation, always,” he said. “Packaging and marketing might secure the first purchase, but results-driven formulas earn loyalty.”

Listening to Customers
If science is the foundation of UKLASH, listening to customers is the layer that keeps the brand growing. The Complex Peptide and Sensitive Lash Serums were both developed in response to direct feedback from people asking for prostaglandin-free or gentler options. “We listened, and we built solutions,” Pourian said.

The emotional feedback has been just as powerful. Pourian remembered the messages from people who had lost lashes due to chemotherapy, alopecia, or trichotillomania. “Hearing that UKLASH helped them regain not just lash growth, but confidence was beyond anything I imagined when we started,” he said.

That ability to deliver results without gimmicks has also defined the brand’s global expansion. In the UAE, for instance, UKLASH entered through retailers like Boots, BinSina, and Namshi after research revealed that more than 60 per cent of shoppers in the region prefer to try products in-store before buying online. “Customers here value high-performance premium products that are still accessible,” Pourian said. The company is now moving towards direct partnerships with retailers to create richer in-store experiences and more education-led launches tailored to cultural moments such as Ramadan.

Looking Ahead
Despite its rapid growth, UKLASH is not rushing into every beauty category. Instead, Pourian sees enormous potential in hair and scalp care. “It is an area we have already begun developing, and with rising demand for science-backed solutions, now is the right time to expand further,” he said. His own routine reflects this focus: “The product I never skip is our Hair Growth Serum. At my age, hair thinning is a concern, and this product has genuinely helped reduce shedding and strengthen my hair. It is a testament to how much I believe in what we create.”

Education is another priority. Pourian explained that many customers make the mistake of over-applying serums, thinking it will speed up growth. Consistency matters more than quantity. “One thin swipe on clean, dry skin is all you need,” he said. “Daily use for 12 weeks aligns with the lash growth cycle, and after that, every other day is enough.”

That honesty also extends to dispelling beauty myths. “There is no scientific evidence that oils like castor or coconut stimulate lash or hair growth,” he said. “In fact, heavy oils can block follicles. UKLASH is built on clinically tested actives that work in sync with the body’s natural growth cycle.”

For Pourian, the turning point came when Boots rolled out UKLASH across 1,400 stores and sold out within days. “That was when I realised we were not just a direct-to-consumer success story. We were becoming a household name in beauty retail.”

It was a milestone that captured the essence of the journey: a brand born from science, shaped by customer needs, and committed to results above everything else. And while UKLASH is still expanding, Pourian remains certain about what will carry it forward. “Trends will come and go,” he said. “But science, results, and listening to our customers, that is what lasts.”