The partnership debuts with 'Little Rituals, Big Impact,' a campaign rooted in a shared belief in enhancing what's already yours

Grande Cosmetics, America’s #1 Lash and Brow Serum Brand, today announced actress and beauty enthusiast Lucy Hale as its first-ever Brand Ambassador. The partnership debuts with ‘Little Rituals, Big Impact,' a campaign celebrating the belief that beauty comes from enhancing what’s already yours.

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Best known for her role as Aria Montgomery in Pretty Little Liars, Hale has also established herself as a genuine beauty enthusiast who is thoughtful about the products and routines she uses, and has built a highly engaged social media community that trusts her recommendations. The partnership grew from Hale’s existing relationship with GrandeLASH-MD, which she has been using organically for 15 years.

Since Alicia Grande founded the brand nearly two decades ago, Grande Cosmetics has built its reputation around enhancing, rather than changing, natural features — a philosophy that continues to shape the brand today. That ethos is backed by the proven track record of GrandeLASH-MD, the brand’s hero lash serum, with more than 15 million bottles sold and one GrandeLASH-MD sold every 15 seconds. The formula is also supported by extensive third-party research, reinforcing Grande Cosmetics’ longstanding commitment to efficacy-driven, results-focused beauty.

“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.”

“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,” said Lucy Hale. “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.”

As part of the partnership, Hale will be featured alongside the brand’s hero offerings, GrandeLASH-MD and GrandeBROW. The campaign launches September 28 with a national TV commercial and a 360° rollout across digital, social, out-of-home, and in-store at Sephora, continuing through the holiday season and into early 2027.

For more information, visit GrandeCosmetics.com.

About Grande Cosmetics

Founded in 2008 by Alicia Grande, Grande Cosmetics was established with the vision that everyone should feel empowered and comfortable in their own skin every day. The brand is committed to creating innovative, performance-driven cosmetics that work for visible results and has won over 150 sought-after beauty awards since its inception. Best known for cult favorite GrandeLASH-MD Lash Enhancing Serum, Grande Cosmetics offers a range of powerful beauty products that enhance one’s natural beauty - spanning the lash, brow, hair, and lip categories.

The brand’s efficacious formulas deliver both instant results and long-term benefits, backed by extensive professional 3rd party research studies. As the #1 Lash & Brow Serum Brand in America, customers aren’t just purchasing an aspiration – every product delivers what it promises.

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