P.Louise founder Paige has called it a “pinch me” moment as her make-up brand will head to Boots stores across the UK and Ireland later this month in an historic deal. We have the full list of 36 Boots stores stocking the brand.
P.Louise – the viral make-up brand – will launch in Boots stores nationwide as well as online in a historic deal for founder Paige Williams.(Image: Boots)
Viral make-up brand P.Louise is to launch at Boots stores across the UK and Ireland to bring the range to the high street for the very first time. The beauty brand was created in Manchester by professional make-up artist and social media sensation Paige Louise Williams, who has hailed the historic deal a “pinch me” moment in her meteoric rise.
The P.Louise range will head into 36 stores across UK and Ireland later this month, while also being available online at Boots. The full list can be viewed at the bottom of this article, and includes Manchester city centre, Liverpool, Birmingham, Belfast, Dublin and Sheffield stores.
After a meteoric rise since its inception in 2014, P.Louise is now widely recognised as one of the UK’s most successful beauty brands. It is known for its bold colours, viral icons and record-breaking TikTok Shop Live sessions.
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Founder Paige, 33, has become one of the region’s most successful entrepreneurs with her own beauty brand, which she has built into a £100 million empire having started it all off with a loan from her nan.
Growing up on a council estate in Droylsden, Paige was determined to build a brand rooted in resilience, and has now made P.Louise into a worldwide phenomenon. Previously, the only physical place to buy her collection was at the P.Louise Kingdom, her headquarters in Stockport, while works are underway for her first P.Louise City store at Trafford Palazzo set to open later this year.
But from May 29, brand fans will be able to shop a curated range in 36 Boots stores across the UK. The P.Louise x Boots partnership will see a series of first-evers for the retailer as part of an “exciting and innovative launch plan”.
It has been confirmed that Paige and the P.Louise team will be personally training the crew of Boots Beauty Specialists on the brand, in a first for Boots.
The training “demonstrates Paige’s dedication to customer experience and will see her share brand knowledge, product details and extensive application know-how with the team, ensuring they are brilliantly equipped to create memorable moments and provide expert advice to customers in store”, Boots bosses say.
P.Louise founder Paige Williams(Image: P.Louise)
The entrepreneur shared the news with videos on her social media accounts of the big pink Boots branded lorries, adding the message: “Biggest deal in Boots retail history pinch me”.
Paige said of the Boots announcement: “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.”
Some of the P.Louise products that will launch at Boots this month(Image: Boots)
In Boots stores, customers will be able to experience the brand “in real life” like never before. They can touch, test, swatch and play at the specially designed displays, while some of the largest Boots stores are becoming home to a fully immersive ‘shop in shop’ concept.
These areas – designed to bring the P.Louise Empire experience directly to the high street – will offer themed events, beauty masterclasses and pick n mix product areas, to help brand enthusiasts get closer than ever to the brand they love.
The extensive range is made up of over 200 lines spanning cosmetics and skincare, including hero products Rumour Base, Cheek of It Liquid Blush and Spoilt for Choice Cream Bronzer.
Additionally, Boots will be home to six exclusive lines that have been created especially for the retailer, including P.Louise x Boots Bad B*tch Crystal Energy Lip Duo – Blue Raspberry & White Chocolate, P.Louise x Boots the Brow Balm and P.Louise x Boots the Sky’s The Limit Drinking Cup.
The P.Louise “Bad B*tch Energy” sets that will launch in Boots(Image: Boots)
A specially branded page has been created on the Boots website for digital shoppers offering newly created page navigation, brand inspiration and product links. Customers can also shop the full range via on demand delivery through Uber Eats from 28 stores, meaning that brand fans can access their favourite products in as little as 30 minutes.
Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, added: “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 understands 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!”.
With the range launching at Boots on 29 May, customers don’t have long to wait to be able to shop the range on the high street. In the meantime, they can sign up to a waitlist at Boots online for exclusive early access and the chance to win a selection of prizes, including the opportunity to meet Paige herself.
Further details on launch events will be announced in the coming days.
Full list of Boots stores stocking P.Louise
Below are the UK and Ireland Boot stores confirmed to stock the new range from P.Louise from May 29. The range will also be available to order online on boots.com from that date.
Manchester Market Street – M1 1PL
Bristol Beauty only – BS1 3BF
Plymouth – PL1 1QH
Glasgow Braehead – G51 4BP
Glasgow Buchanan Galleries – G1 2GF
Derby – DE1 2AH
Covent Garden – WC2E 9NT
Meadowhall – S9 1EN
Milton Keynes – MK9 3AH
Belfast – BT1 5AD
Dundrum – IE
Bournemouth – BH8 9UB
Cambridge – CB2 3ND
Watford – WD17 2TR
Metro Centre – NE11 9YQ
Cork – T12 AN8C
Edinburgh St James – EH1 3AD
Nottingham – NG1 3QS
Leeds – LS1 5EY
Liffey Valley – IE
Dublin Swords – IE
Cribbs Causeway – BS34 5UP
Stratford – E20 1EH
Reading Oracle – RG1 2AH
Newcastle – NE1 7XE
Limerick – V94 A3H6
Edinburgh Gyle – EH12 9JR
Dudley Merry Hill – DY5 1QT
Fosse Park – LE19 1HJ
Liverpool Clayton – L1 1QR
Cardiff – CF10 2RG
Brighton – BN1 2NE
Stockton on Tees – TS17 7BW
Glasgow Fort – G34 9DL
Birmingham – B4 7TA
Tamworth – B78 3HB