The rapidly growing beauty brand brings its high-performance, low-maintenance approach to Target with its bestselling lash and brow enhancers, making proven, easy-to-use beauty more accessible than ever for the next generation.

NEW YORK, Sept. 3, 2026 /PRNewswire/ — As a new generation of beauty consumers looks for visible results without complicated routines, groa is bringing its high-performance, low-maintenance approach to the U.S.

As part of Target Beauty Studio’s curated assortment of prestige, emerging and global beauty brands, Target guests will now be able to shop groa’s bestselling Lash Enhancing Serum and Brow Enhancing Serum, alongside its newest innovation, the Lash Curler, in more than 600 stores nationwide and on Target.com starting September 10.

The expansion marks a major milestone for groa as it continues to grow its U.S. presence. Built around proven performance and simple routines, groa’s prostaglandin-free, peptide-powered formulas are designed to visibly improve the appearance of natural lashes and brows over time.

“Gen Z and Gen Alpha have high expectations of beauty, but they don’t believe great results should require complicated routines or high-maintenance habits. That’s exactly where groa comes in. Our launch at Target Beauty Studio brings our high-performance, low-maintenance approach to even more consumers, with science-backed formulas that work hard, fit easily into real routines and remain accessible. Target is the perfect partner to help us show a new generation that you shouldn’t have to do more to get more,” said Sophia Taylor, Senior Director of Brand Marketing at groa.

Target shoppers will discover:

• Lash Enhancing Serum ($27) – A prostaglandin-free, peptide-powered formula designed to promote the appearance of visibly longer, fuller, healthier-looking lashes in as little as six weeks.
• Brow Enhancing Serum ($27) – A prostaglandin-free, peptide-powered formula that helps support the appearance of fuller, healthier-looking brows in as little as six weeks.
• Lash Curler ($12) – Designed to effortlessly lift and curl natural lashes for an instant lash-lift look and the perfect complement to groa’s lash-enhancing routine.

Both serums are formulated with 99% naturally sourced ingredients and are dermatologically and ophthalmologist tested and approved.

“Over the past 12 months, we’ve successfully launched groa with a number of leading international retail partners, with strong consumer demand confirming the brand’s unique position within the lash and brow growth category. Target Beauty Studio represents an exciting next chapter for us. We know our groa customer demographic is already shopping there – valuing innovative and high-quality, but affordable brands. This cements Target as the perfect partner for groa to reach even more global consumers,” said Hayley Wells, Sales Director at groa.

About Target Beauty Studio
Target Beauty Studio is a prestige beauty destination that brings together an expertly curated assortment of 90 prestige, emerging and global beauty brands and more than 1,600 products across skincare, makeup, haircare, fragrance, bath and body, and nails. The experience will feature specialty-level presentation, dedicated Beauty Advisors, Target Circle offers and rotating product spotlights both in-store and online.

The groa Lash Enhancing Serum, Brow Enhancing Serum and Lash Curler will be available September 10 in 611 Target Beauty Studio locations across the U.S. and on Target.com.

About groa
groa is a high-performance beauty brand without the high-maintenance energy, created for a generation that cares about beauty but doesn’t believe more effort means better results. Launched in 2025, groa builds on over 20 years of lash growth innovation to create science-backed, prostaglandin-free, peptide-powered formulas at an accessible price point.

With distribution spanning online and more than 1,450 retail doors across the U.S., UK, Southern Europe and Ireland, groa is building a new approach to beauty: high standards, low maintenance and no unnecessary beauty homework. For more information, visit www.groabeauty.com.

Contact: Beach House PR
uklash@beachhousepr.com

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SOURCE groa Beauty