In Pictures: P.Louise opens debut store in Manchester
P.Louise, the cosmetics brand founded by make-up artist and social media creator Paige Williams, has opened P.Louise City, a 19,000 sq ft permanent flagship store at Trafford Palazzo in Manchester.
The two-floor site, which the brand describes as a world-first immersive beauty concept, marks P.Louise’s first wholly owned retail space and the next stage in its physical expansion following its launch in Boots stores earlier this year.
Designed as a blend of shopping, entertainment, education and community, the concept positions the store as a destination, offering immersive environments and regularly evolving experiences for beauty consumers and content creators.
The space includes a juice bar, a salon, dedicated make-up education zones, content creation studios, a dance floor, and bookable product-making experiences located on an upper level known as The Upper Deck.
Products span colour cosmetics, skincare, bodycare and haircare, organised across immersive themed zones.
Originally scheduled to open last autumn, the flagship launch was delayed, with the brand confirming 5 July as its official opening date.
It follows P.Louise’s high street debut through Boots in May, which introduced the brand to 36 stores nationwide and Boots.com, offering more than 200 products and six exclusive partnerships. The roll-out included shop-in-shop installations, themed storefronts, branded vehicle activations and training for Boots beauty advisors.
"We have had opportunities to go into retail before but I have always said we'd only do it if we could do it our way," said Paige Williams, founder and CEO of P.Louise.
"Launching in Boots was a huge milestone for us because it brought P.Louise to the high street for the very first time, but P.Louise City takes that experience to another level. This isn't just a store, it is our world brought to life."
Founded in 2014, P.Louise has expanded its audience through social commerce and describes itself as TikTok Shop’s leading seller. In August 2025, the brand reported generating more than $2.7 million in sales during a 14-hour TikTok Shop Live event, averaging around £143,000 per hour and processing over 31,000 orders.
The expansion into large-format retail gives P.Louise three distinct offline channels: nationwide distribution through Boots, a flagship destination that blends retail with content and community experiences, and the P.Louise Empire headquarters in Stockport, Manchester, which functions as an experiential space for training, content creation and immersive brand events.
