The Interview: P.Louise's founder on rewriting the rules of beauty retail and revealing its first flagship

Few beauty brands have disrupted the market, and the internet, quite like P.Louise. What began in founder Paige Williams’ bedroom has exploded into a global, multi-category beauty brand with a cult-like following and record-breaking sales. From pioneering viral launches on TikTok Shop to redefining what direct-to-consumer beauty can look like in the UK, P.Louise is rewriting the rules of modern beauty retail.

At the centre of this meteoric rise is Williams herself, who remains deeply connected to her brand and its community. Under her leadership, P.Louise has become known for its maximalist branding, high-performance products, immersive experiences and a fiercely loyal customer base that shows up in the millions.

As the brand gears up for a milestone year, with its largest-ever Pinkmas activation, the expansion of its skincare line and the upcoming launch of a flagship retail experience,  Williams sat down with TheIndustry.beauty to share the story behind the brand’s rise, the strategy fuelling its growth and why she’s only just getting started.

Take us back to the beginning - what was the spark that led to the creation of P.Louise? Did you always see it becoming more than just an academy?

Honestly, P.Louise started with a passion and a dream. Looking back at how far we’ve come is something that I’ll always be proud of. I have always absolutely loved makeup, but I kept finding gaps in the market. Products that underperformed, prices that were out of reach and essentials that just didn’t exist. When my go-to eye base got discontinued, I knew I had two choices: wait for someone else to create one or do it myself. So I did, and that’s when the P.Louise Base was born.

I never saw P.Louise as just a makeup academy, from day one I knew it had the potential to be something huge, a full-blown beauty movement. The academy was just the beginning!

P.Louise started in your bedroom and has grown into a global beauty powerhouse. Why do you think your brand resonates so deeply with customers?

I think it is because we have always stayed true to who we are and never watered ourselves down. From our bold packaging to how we speak to our community, it has always been about showing up authentically. We never tried to fit in, we created our own lane and our customers felt that. P.Louise is more than a makeup brand, it’s like one big family and we’re all on this journey together. I’m trying to prove that no matter your background, you can achieve anything!

Speaking of which, you’ve built a fiercely loyal community. Who is the P.Louise customer and how do you use social media to connect with them?

Our community is everything - they are the heart of P.Louise. They’re beauty-obsessed babes who live for high-performing products, fun packaging but most importantly, they’re here for the experience. They truly believe in my vision and go hard for the brand. They’ve grown with me and I’ll never stop showing up for them.

As a social first brand, we thrive on moving at pace. Our Instagram Broadcast Channel allows us to share breaking brand news and keep our amazing community updated daily. We also work with thousands of creators around the world through our affiliate network, giving them the tools to grow with us. That’s a major focus for us in 2025 - creating opportunities and growing the community even bigger.

In the UK, P.Louise is sold exclusively direct-to-consumer. Why did you choose to sell DTC, and are third-party retailers on the horizon? 

Selling DTC gives us full control.  We own the experience from the first scroll to the final unboxing. That is everything to me. We’re not just selling products at P.Louise, we are creating moments. That includes the brand experiences we create, like our open HQ events - Pinkmas 2024 sold out within 24 hours. These connections are priceless and keep us close to our community. While D2C has been an incredibly successful channel for us, that said, we have had some exciting conversations around retail, and we are always evolving, so never say never!

What challenges come with selling such tactile products, like makeup and skincare, online?

Makeup and skincare are hands-on products, so building trust online took time, but we showed up, delivered, and our community knows we don’t play when it comes to quality.

Was there a moment which made you think ‘We’ve made it’?

I’m not sure I’ll ever feel like I’ve ‘made it’, I’m always thinking about the next level, but being named in the Sunday Times Beauty Rich List hit different. Coming from Droylsden in Manchester, that kind of recognition felt surreal.

One of the biggest milestones for me personally was being able to retire my mum. That was always my dream from the very beginning. I wanted to take care of her so she’d never have to work or worry about money again. Being able to make that happen meant the world to me; that was the real ‘we’ve made it’ moment for me.

Last year, P.Louise made headlines with a record-breaking £1.5 million in 12 hours on TikTok Shop Live. How did that event come together, and did those numbers take you by surprise?

It was insane. We poured everything into that moment, but even we didn’t expect it to take off the way it did. TikTok has been a game-changer for us, giving us a direct line to our audience and they showed up big time. That number was more than just a sales stat, it was a reflection of the community we’ve built and how much they believe in what we do.

How do you balance vitality and stable sales growth?

At P.Louise we live for the big moments - the exciting campaigns, viral moments and the sell-out launches. But behind the scenes, we’ve built a really solid foundation. Our hero products are strong, and they keep the wheels turning while we experiment and innovate.

I stay close to my community. I am on socials every day, raw and honest, sharing the highs and lows - I think it's what sets us apart. If something goes wrong, we own it, we fix it and we keep moving. That kind of transparency is rare in beauty and it’s what keeps the trust strong and builds brand loyalty.

You reportedly sell over 250,000 products every month. How do you manage the scale of production while maintaining quality and brand identity?

It’s a massive operation now, but quality and creativity will always come first - that’s a non-negotiable. I am still really hands-on, especially when it comes to product development, and I have an amazing team who live and breathe the brand. They share the vision and obsess over the details, just like I do.

Every single launch has to hit: the packaging, price point, the performance, it all has to feel special and accessible. We don’t do filler products at P.Louise. Everything we release has to make people feel something, that’s how we’ve kept the magic while scaling at speed.

How has your role evolved as the business has scaled?

Even though the brand has grown massively, my role hasn’t really changed - I’m still just as involved in product development and packaging design as I was at the very start. It’s still just me and one other person working on that side of things and I am across every single detail from concept to sign-off! That is a non-negotiable for me.

I am also still really close to the social team - that is what keeps the brand so strong and authentic. I have an incredibly talented team by my side who help bring the vision to life. That support means I can stay focused on scaling the brand, dreaming even bigger and continuing to give our community what they deserve - whether that’s product improvements, brand-new innovations or unforgettable experiences like Pinkmas.

P.Louise has almost become synonymous with Christmas, especially after last year’s advent calendar. Talk about vitality! You’ve just launched 2025’s Christmas campaign, ‘Pinkmas’. Can you give us any clues as to what we can expect this year?

Pinkmas is back and it’s bigger and better than ever, seven times bigger! We’ve completely levelled up to a brand new venue taking over Trafford Centre in Manchester and will be transforming it into the ultimate pink winter wonderland.

Guided by the P.Louise elves, we’ll be taking you on a journey through the Pinkmas Forest and Festive Factory, featuring three immersive zones: Mrs. Claus’ Kitchen, The Pink Workshop and the Post Me Pretty Room. It’s not just a Christmas event, it’s a core memory waiting to happen. We’re going all out, as always.

This week, you launched the 'Breakfast Club Collection’. Can you tell us about the formulas and what customers can expect?

I can’t wait for everyone to try the collection! Inspired by your favourite morning treats, the collection is fun, nostalgic and packed with performance. Think syrupy scents, buttery textures and packaging that looks like it’s straight out of a cereal ad!

But it’s not all about the aesthetic - the formulas in this collection are seriously innovative. We’ve pushed ourselves to create products that still feel playful in true P.Louise style, but deliver serious results.

The Daily Dusting cleanser is a game-changer: a powder-to-foam rice cleanser that cleanses, exfoliates, hydrates and brightens in one simple step. Dose of Dreams is another standout - it’s a capsule cream that melts into the skin in seconds for a glassy glow, and it can also double up as an overnight mask for a hit of intense hydration.

Then there’s Slay the Clay, our clay mask stick, designed for targeted treatment with zero mess and maximum results. It comes in a twist-up solid format, making it perfectly portable and easy to use. The Butter Me Up Lipstick Palette is also set to be a favourite. Designed with artistry in mind, it’s perfect for both personal and pro use, featuring super creamy, ultra-wearable shades in the dreamiest compact.

Overall, it’s giving fun, fresh, high-performance, and ultra-innovative. You’re going to be spoilt for choice!

@plmakeupacademy Breakfast Club drops on the 24th of June, it will be a collection to remember.😍🥣 #plouise #loveisland ♬ original sound - PLOUISE

What does the future hold for P.Louise? Can we expect any retail stores, international growth, new categories, collaborations?

This is just the beginning! P.Louise has never been about playing it safe, we’re here to shake things up and that’s exactly what we’re going to keep doing. We’re pushing boundaries with new product innovations, creating even more immersive brand experiences and stepping into global markets in a big way.

This year marks some of our biggest milestones yet: the launch of P.Louise City, our first-ever flagship experience beyond the empire (location dropping soon!), the return of our iconic Pinkmas event and diving further into categories that will shake the beauty space even more with our continued expansion of our skincare collection in the dreamy Breakfast Club launch. Watch this space.