Lash and brow care brand gróa Beauty is taking its UK campus tour to the US.
The brand, created by UKLASH founder Nima Pourian, will visitcollege campuses to build brand awareness and encourage product trials among Gen Z.
The brand’s ‘gróa-cade’ pop-up will arrive at the University of Houston on 20 October, combining interactive sampling, photo moments and dorm deliveries.
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As a beauty brand focused on Gen Z, gróa is using its campus tour to grow its US audience, connecting with students where they study, live and socialise.
The tour aims to build awareness and support the brand’s broader US expansion through hands-on product discovery and experiences students can share with friends and followers.
The arcade-inspired pop-up will bring gróa’s lash and brow serums to campus through the gróa Grabber, where students can try their luck at a branded claw machine to win products, merch and treats.
A Hall of Mirrors, meanwhile, is a beauty-inspired take on the classic arcade attraction, with curved mirrors and product displays for photo moments.
Plus, select students will receive gróa products and beauty accessories delivered straight to their dorms through its Dorm Drops.
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