P.Louise, the beauty brand founded by professional make-up artist Paige Louise Williams, is launching at Boots to bring the range to the high street for the very first time. Founded in 2014, P.Louise is known for its bold colour, viral icons and TikTok Shop Live sessions. From 29 May, brand fans will be able to shop the range in 36 Boots stores across the UK and on the retailer’s website.
Paige Louise, Founder of P.Louise, comments: “I’ve had many opportunities to go into retail before, and I’ve always turned them down. For me, it was never about putting products on a shelf but about what we could create for our community when they walked through the door. Together with Boots we’ve been able to build something that feels nothing like traditional retail – with masterclasses and immersive shop-in-shop spaces. Everything I’ve built has been for this community – they showed up for me from nothing, and I’ve always promised I’d find bigger and better ways to show up for them.”
Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, comments: “We are incredibly excited to be the exclusive high street partner to P.Louise and to welcome the brand into the Boots family. This is a brand that truly understand the modern beauty consumer, utilising the power of platforms such as TikTok to create genuine excitement and demand. Its launch reinforces Boots as the ultimate destination for the most sought-after and trending beauty brands.
“Introducing such a dynamic, social-first brand has really encouraged us to take a new and innovative approach to our launch plans. We’ve really pushed the boundaries and introduced some first-evers, from the Covent Garden store being turned into a pink castle on launch day to a branded sparkly articulated lorry transporting the range across the UK, P.Louise pink is taking over Boots!”
Share