What Are Lorena Gray's 'Bambi' Lash Care Essentials?…Eye on APE Serum

K-beauty brand epais is making inroads into the U.S. market with its eyelash serum, a strategy bolstered by product reviews from TikTok creators that have translated into significant sales growth. Global influencer Loren Gray, who commands a following of more than 52 million, has further amplified attention by featuring the brand’s EyeLash Essential Serum in her own eyelash care routine.

Epais operates as a high-performance hair solutions label under ADAPT, a K-beauty multi-brand enterprise led by CEO Park Jeong-ha. The company has recently secured a notable foothold in the U.S. market, leveraging its eyelash care products to expand its presence as an emerging growth category within the K-beauty sector.

A first-generation influencer active since the early days of TikTok, Loren Gray has cultivated a substantial following among the global Gen Z demographic, known for her appearance and content that evoke the aesthetic of a Barbie doll. In a recent video, she shared her experience of using false eyelashes for approximately 11 years, starting at age 13. She stated that she applies epais’s EyeLash Essential Serum every night to achieve what is colloquially known as “Bambi lashes,” a look characterized by long, voluminous lashes reminiscent of a deer. The product is a high-nutrient serum designed to nourish short, weak lashes and support healthy eyelash maintenance.

The video drew particular attention for its depiction of the visible changes in her lashes before and after using the product. Within 24 hours of its release, the clip surpassed 100,000 views, generating positive engagement from her global audience.

This is not the first time epais’s EyeLash Essential Serum has gained traction on TikTok. Previously, various creators shared their post-use experiences and review content, which helped raise product awareness and subsequently drove actual sales. One creator’s review video, for instance, accumulated 13 million views within just 12 hours of being uploaded. The following day, the product’s daily sales volume surged by approximately 15 times compared to the day of the video’s upload.

These commercial successes have also resulted in an elevated seller tier for epais on TikTok Shop. After achieving Tier 5 (Premier) status in July, the brand advanced to Tier 6 within three months, demonstrating its competitive sales strength on the platform.

According to Grand View Research, the U.S. eyelash serum market is projected to grow at a compound annual rate of 6.2% between 2025 and 2030. As consumer interest and spending on eyelash care expand, Aype is broadening its product competitiveness beyond traditional K-beauty skincare into the specialized eyelash care segment, with its EyeLash Essential Serum at the core of this strategy. The company also plans to sustain its growth trajectory in North America by participating in major year-end shopping promotions on key U.S. e-commerce platforms, including Amazon and TikTok Shop.

An Aype representative noted that it is significant for a K-beauty brand to gain attention in the eyelash market, a sector where global brands have historically held a strong position. The company stated it will continue to build consumer trust and expand its related product portfolio by leveraging its expertise and product competitiveness in the eyelash care field.