In addition to protecting the eye and acting as sensors, the eyelashes They play an essential role in the image of any person. It is true that women are more concerned about this part of the look, but many men also look for products and treatments to lengthen and strengthen them. It is curious that precisely a man is behind the eyelash serum that is sweeping on social networks and one unit is sold every 20 seconds all over the world. We talk about uklashthe company that was born in 2018 with the launch of its eyelash serum and is behind Nima Pourian.
Born in Sweden, he tells us that he has no scientific training, but that he is surrounded by a group of scientists, biologists and chemists, with whom he developed his serum, which has become a global best-seller. «I have been working in the cosmetics sector for 15 years, and I decided to create my own company, surrounding myself with the best scientists, biologists and chemists. If you look at Swedish aesthetics, it’s very natural, and that environment that I grew up in, was essential in my idea of how we can enhance natural beauty. Furthermore, I have two sisters who have always been interested in cosmetics and their eyelashes. They have used extensions, false eyelashes, but that does not align with natural beauty. I wanted to create products that were effective really, to solve a problembut that they did it naturally. And thus the uklash serum was born.
Uklash eyelash serum.
When it comes to growing eyelashes there is an asset of recognized effectiveness: prostaglandins. Present in eye drops to treat glaucoma, it was discovered that they also made eyelashes grow. It is an ingredient that, however, is not exempt from controversy due to certain adverse effects (darkening of the color of the iris, irritation, redness…). Nima Pourian explains to us that the original uklash serum does contain this active ingredient in its formula. «We include prostaglandin analogues in its formula, in a low and safe dose, along with other ingredients such as peptides, natural extracts and vitamins. I have been researching prostaglandin analogues for 15 years and it is the most effective ingredient for eyelash growth. It’s a matter of how you use it, how much you use it, and the type of prostaglandin that has been used. There are good analogues and bad analogues, high-dose serums and low-dose serums. We have found the perfect amount, so that, if used correctly, it has no contraindications. It’s like him retinol…». The indicated use of the serum is only once a day. The results come soon, but when you stop using them, they disappear over time, which is why it is advisable to perform maintenance every 3 months.
For those who prefer other options, uklash has two other eyelash growth serums without prostaglandin analogues. «I have been between 6 and 8 years trying to produce something that is as good as prostaglandin analogues or as close as possible, and that brings us to the complex peptides. We still don’t get such good results, but it’s the closest thing I’ve been able to get so far,” Nima Pourian tells us.
Although he is aware that eyelash growth serums are products used more by women, the founder of uklash says that it is something cultural. «I have worked in India for many years, and men there do like to have longer eyelashes. Women are our main audience, but our products are developed for all people who want to strengthen their eyelashes. I am aware that one of our challenges is precisely to get closer to the male audience».
Present in more than 100 countries, the businessman assures that the uklash serum is the one with the most reviews in the world. «I think the key to our success is having produced a top quality product at an affordable price». In Spain its price is 39 euros.
Beyond eyelash products…
After the eyelash serum, uklash has started to develop other products for eyebrows, lips and even hair. In addition to looking for products that solve problems, the original idea of Nima Pourian, the firm has been developing complete routines, although always with the premise that they contain active ingredients that provide benefits. “We have a hair growth serumwhich reduces the dropand it has become our second best-selling product, but we realized that then customers used any supermarket shampoo. It is somewhat contradictory, that is why we are focused on creating routines, like the one we have just launched for hair care, with shampoo, conditioner and mask that not only clean, but have active ingredients that improve hair.
Among the challenges that Pourian poses are consumer training through clear and truthful communication, to confront the misinformation so common on social networks, and put an end to the ‘fast-beauty’the indiscriminate consumption of cheap beauty products. «You don’t have to buy expensive products, but they must be effective. If you buy a cheap eyelash serum you will not have results, that is a great challenge for me, to make the consumer understand that you have to buy good products.
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