After 15 years of using the same lash serum, one longtime fan is making it official. Grande Cosmetics, America’s #1 Lash and Brow Serum Brand, has named actress and beauty enthusiast Lucy Hale its first-ever Brand Ambassador. The partnership kicks off with “Little Rituals, Big Impact,” a campaign built on the belief that beauty comes from enhancing what’s already yours.
The Serum Behind it All
Since Alicia Grande founded the brand in 2008, Grande Cosmetics has built its reputation on enhancing rather than changing natural features. That philosophy is backed by GrandeLASH-MD, the brand’s hero lash serum, which has sold more than 15 million bottles and is supported by extensive third-party research. The results-driven approach has earned the brand over 150 beauty awards and a lineup that now spans the lash, brow, hair, and lip categories.
A Partnership 15 Years in the Making
Best known as Aria Montgomery on hit ABC series, Pretty Little Liars, Hale has long been a beauty enthusiast who is thoughtful about the products and routines she uses. She has also built a highly engaged social community that trusts her recommendations. The tie-in grew out of her existing relationship with GrandeLASH-MD, which she has been using organically for 15 years.
“What makes this partnership so special is that Lucy’s relationship with Grande Cosmetics began long before we ever partnered together,” said Alicia Grande, Founder and CVO of Grande Cosmetics. “These were products she was already using, loving, and trusting, which was important for us when choosing our first brand ambassador because Grande is all about showcasing real people with real results, and this routine is a genuine part of her life. For me, that authenticity is what makes ‘Little Rituals, Big Impact’ so meaningful. It reflects the belief that beauty doesn’t have to be complicated to be impactful; sometimes, the small rituals we make time for every day can be the ones that make us feel most like ourselves.”
Why GrandeLASH-MD is Hale’s Go-To
Hale’s lashes work overtime. Between filming, mascara, false lashes, and taking makeup on and off all day, they get put through a lot, and a lash serum is the one step in her routine that’s about upkeep rather than transformation. It’s also the whole idea behind the campaign: small, consistent habits that help you feel like yourself, without chasing a “perfect” look.
“I love products like GrandeLASH-MD because they’re such an easy little ritual that makes me feel good without feeling like I’m trying to change anything about myself,” Hale shares. “The older I get, the more I’m just like… this is me. I want to take care of what I have and enhance it, not chase some impossible idea of perfection. And honestly, my lashes go THROUGH it. Between filming, mascara, false lashes, taking makeup on and off all day… they’ve seen some things. GrandeLASH-MD has become one of those things I can consistently do to help keep them looking and feeling healthy and strong. For me, beauty now is really about feeling good in my own skin and working with what I already have. A little enhancement? Absolutely. Becoming a completely different person? Not the goal. I’m learning that taking care of yourself can be really simple — it’s just about doing the things that make you feel good in your own skin.”
Full glam, lashes-on, all-out beauty will always have a place here. But if the ritual you actually keep up with is a quick daily step, Hale’s take is that a little consistency goes a long way. Shop the GrandeLASH-MD on grandecosmetics.com and in-store at Sephora, then tag @readthetease on Instagram and TikTok with your results.
