Editors' Top Reads: News from P.Louise, Holland & Barrett, Caroline Hirons and more...

Here are some of this week’s news and features highlights handpicked by TheIndustry.beauty team.

P.Louise breaks own record as it sells $2.7 million in 14 hours on TikTok Shop

Paige Williams established P.Louise in 2014 with a £20,000 loan from her Nan. Last weekend it generated $2.7 million (£2 million) in sales during a 14-hour live event, just on TikTok.

If ever we needed proof of how social media has powered the boom in beauty, then here it is. It is an extraordinary feat but it's far from the brand's first rodeo. In fact, it now holds both the first and second place TikTok Live records across the UK and EU.

What I like about this story is how social media has not just driven demand for beauty but how it has provided a springboard to success for entrepreneurs in our industry. By employing channels such as TikTok, brand founders can build huge businesses without relying on the legacy retail channels that can be hard to conquer. And, in the case of P.Louise, it can build a profile and a critical mass of sales to enable a move into physical retail; the brand has a store in Manchester due to open this autumn.

This is really inspiring stuff.

Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.

The beauty advent calendars of 2025

Beauty advent calendars are once again proving to be more than just a consumer indulgence - they're a powerful driver of revenue, brand engagement, and retail footfall.

For 2025, the category returns bigger, bolder, and more curated than ever, with brands and retailers investing in premium packaging, exclusive edits, and enhanced value to stand out in a competitive market.

In this evolving round-up, we spotlight the calendars poised to capture consumer attention as we approach the all-important golden quarter. There's some good'ns!

Sophie Smith, News Editor & Senior Writer. 

TheIndustry.beauty Awards Winners' Interview: Caroline Hirons, founder, Skin Rocks

Caroline Hirons won the Hall of Fame accolade at TheIndustry.beauty Awards in July, in recognition of her vast contribution to our market in supporting brands, educating consumers, innovating with her own brand, Skin Rocks, and helping create more entrepreneurs with her Skin Rocks Pro service.

There are many other achievements I could add to that list, such as spreading joy, bringing the vibe, looking fabulous at all times... but what I appreciate most is her honesty and integrity. And in this interview, Hirons speaks candidly about her career and the trials and tribulations of establishing a brand, her aversion to trends and what does and doesn't motivate her.

I never get bored of Caroline and I know many feel the same, so you can get your latest Hirons fix here.

Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.

Holland & Barrett unveils beauty category overhaul with major store revamp

As competition in the British beauty industry heats up, Holland & Barrett has announced a "major transformation" to its beauty category in a bid to capture a larger share of the market.

At the heart of this strategy is a reimagined definition of beauty, driven by a holistic "inside-out" approach that prioritises both efficacy and wellness.

The new evolution has been piloted in a six-store trial, which has already shown "strong" results. From June to August, beauty sales at the trial locations saw an average 7% increase in revenue compared to other stores, indicating the potential effectiveness of the refined approach to beauty. Read more about the in-store overhaul and new beauty strategy here.

Sophie Smith, News Editor & Senior Writer.