It will mark the first time brand has ever been available on the high street.
16:28, 15 May 2026Updated 17:23, 15 May 2026
This article contains affiliate links, we will receive a commission on any sales we generate from it. Learn more
A viral beauty brand is bringing its high street debut to 4 Scottish Boots stores (Image: Boots )
Scottish beauty lovers will be excited by a new launch at Boots. The cosmetics giant has become the first retailer to bring a viral brand to the high street for the first time.
For some, the name P. Louise will need no introduction. Founded in 2019 by professional make-up artist and social sensation Paige Louise Williams, it has become famed for its bold colours and TikTok Shop Live sessions that have broken records.
It is now considered to be one of the most successful beauty brands in the UK. Starting from May 29, it will make its high street debut by launching at 36 Boots stores across the UK, with four being in Scotland.
This will include three in the Glasgow area – Silverburn, Glasgow Fort and Braehead. Edinburgh is also on the list, with the brand set to arrive in the capital city’s Gyle shopping centre.
The P.Louise x Boots partnership will include an innovative launch plan that will provide a series of ‘firsts’ for the health and beauty stalwart. Since it is expected to be incredibly popular, excited beauty buffs can join the waiting list to avoid missing out any exciting upcoming news.
There will also be a few Boots exclusive products (Image: Boots)
At each Scottish store, Boots beauty specialists will be receiving brand-led customer advisor training by Paige Louise herself and the P-Louise team, a first ever for Boots. There will also be a branded articulated lorry and a pink castle store front.
Set to offer a “fully immersive” shop-in-shop concept, the launch will provide fans of the brand the chance to touch, test, swatch and play at the specially designed displays. These have been designed to offer themed events, beauty masterclasses and pick ‘n’ mix product areas.
There will also be an extensive range made up of over 200 lines of cosmetics and skincare. There will also be the chance to shop some of the brand’s cult products, such as Rumour Base, Cheek of It Liquid Blush and Spoilt for Choice Cream Bronzer.
Adding to the excitement, the launch will see some Boots exclusive P. Louise products created, so you won’t find them anywhere else. This will include a crystal energy lip duo, brow balm and a limit drinking cup.
The brand will also be launching online with a dedicated landing page. This will offer newly created page navigation, brand inspiration and product links, while also providing the opportunity to shop the full range through Uber Eats, with products delivers in as little as 30 minutes.
Excited beauty fans can sign up to the waiting list to avoid missing out (Image: Boots )
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.
The launch will bring a collection of 200 product lines (Image: Boots )
“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!”
It’s not the only beauty brand that Boots has recently brought to the high street for the first time. Earlier this week, we reported that the health and beauty giant had become the first UK retailer to stock the Korean perfume brand Keyth.
Now available online and in-store, there are eight scents to choose, all of which have been designed to “unlock sensory experiences”. Priced from £32, these affordable scents also come with a few Boots exclusive bottles you won’t find anywhere else.
Eager beauty enthusiasts who don’t want to miss any upcoming news can now sign up to the P. Louise x Boots waiting list on the Boots website. This will provide exclusive early access and the chance to win a selection of prizes, including the opportunity to meet Paige herself.