South Korea: K-Beauty Chosen by 52M TikTok Follower Lauren Gray: EYEPE Lash Serum Sparks Buzz

Global influencer Loren Gray has drawn significant attention from international consumers by featuring the lash care products of K-beauty brand epais. With a TikTok following exceeding 52 million, Gray revealed the epais Eye Lash Essential Serum as a key component of her lash maintenance routine. The brand is leveraging its presence on TikTok to boost product awareness and expand its market position in the United States.

Epais is a high-performance hair solution brand operated by ADAPT, a K-beauty multi-brand company led by CEO Park Jung-ha. The company has recently achieved strong sales performance in the U.S. market, primarily driven by its lash care line. This success marks an expansion of the K-beauty sector from its traditional focus on skincare into more specialized beauty categories.

As a first-generation influencer active since the early days of TikTok, Gray has built a substantial following among the global Gen Z demographic. Her popularity is fueled by her distinctive appearance, which evokes Barbie dolls, and her diverse content portfolio.

In a recent video, Gray shared her experience using false eyelashes for approximately 11 years, starting at the age of 13. She detailed her daily maintenance methods for achieving long, voluminous lashes. Specifically, she stated that she uses the epais Eye Lash Essential Serum every night to achieve what is known as "Bambi lashes," a term referring to long, lush lashes reminiscent of a deer.

The EyeLash Essential Serum is a high-nutrient formulation designed to nourish short, weak lashes, supporting healthy lash care. In her video, Lauren Gray showcased the visible changes in her lashes before and after using the product, sharing her personal routine. The clip surpassed 100,000 views within 24 hours of its release, drawing significant attention from her global audience.

This is not the first time Ape’s EyeLash Essential Serum has gained traction on TikTok. Previously, a series of creators published usage reviews and content, steadily expanding brand and product awareness.

Notably, a product review video shared by one creator reached 13 million views just 12 hours after upload, spreading rapidly across the platform. This surge in interest translated directly into sales; the product’s daily revenue the day after the video was posted was approximately 15 times higher than the day of the upload.

The viral content and resulting sales performance on TikTok also contributed to an upgrade in the brand’s seller tier. Ape achieved Tier 5 (Premier) status on TikTok Shop in July and advanced to Tier 6 just three months later. Spontaneous review content from influencers and creators has driven consumer interest and purchase conversion, strengthening the brand’s sales foundation in the U.S. market.

The growth outlook for the U.S. lash care market provides a favorable backdrop for Ape’s business expansion. According to Grand View Research, the U.S. lash serum market is projected to grow at a compound annual growth rate of 6.2% from 2025 to 2030.

As consumer interest in lash care intensifies, Ape is focusing on the EyeLash Essential Serum to establish differentiated product competitiveness. The company aims to expand its position in the lash care sector, a market where global brands have traditionally held a strong presence.

To this end, Ape plans to participate in major year-end shopping season promotions on key U.S. e-commerce platforms, including Amazon and TikTok Shop. By expanding consumer touchpoints through online distribution channels, the company intends to convert product awareness into tangible sales results, sustaining its growth trajectory in the North American market.

An Ape representative stated, “It is significant that a K-beauty brand is gaining attention in the lash serum market, which has long been dominated by global brands.” The representative added, “We will continue to build consumer trust based on our expertise and product competitiveness in lash care, while steadily expanding our related product portfolio.”