Who is P.Louise?

Paige Louise, founder of P.Louise, turned her passion for makeup into a thriving beauty empire. Initially studying to become a children's social worker, Paige dropped out of college to pursue makeup artistry. She gained industry experience working on the MAC beauty counter before launching a freelance career, where she developed a signature style heavily influenced by drag makeup.

In 2014, Paige secured a £20,000 loan from her grandma, to establish the P.Louise Makeup Academy salon in Prestwich. The initial opening brought limited turn-out, resulting in immediate financial strain that forced Paige to sell her car to cover rent and protect her grandma's financial backing.

To keep the business solvent, Paige began hosting live-streamed makeup classes. Offered at affordable rates, these sessions unexpectedly captured a global audience of thousands, establishing a dedicated online community.

Recognising a gap in the market after a favourite product was discontinued, Paige transitioned into product development in 2018 to create the P.Louise Rumour Base. The product served as a major turning point for the company when beauty creator NikkieTutorials rated it as the top eyeshadow base on the market and is now celebrated as the world's best eyeshadow primer.

The company experienced another massive surge in growth through TikTok Shop. Paige could not have foreseen the monumental scale of this success, which provided the essential capital to scale her vision as inventory cleared at an unprecedented pace, with every restock meeting immediate sell-out demand.

To support this rapid expansion, operations relocated from an 8,000-square-foot warehouse in Middleton to a 36,000-square-foot complex in Stockport, complete with an on-site store, a themed café attraction and entertainers along with interactive experiences.

P.Louise officially launched in Boots in May 2026, marking the viral brand's first-ever high street retail debut. The collection is available online and across 36 selected Boots stores nationwide, featuring over 200 lines and exclusive product collaborations.

Continuing her retail presence, she has since opened P.Louise City, her first and standalone two-floor retail store spanning 19,000 sqft at Trafford Palazzo in the Trafford Centre, continuing her goal of creating a fully immersive and inclusive space for self-expression.