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More than a decade after launching, viral beauty brand P.Louise is finally hitting the UK high street at Boots.
If you’ve spent any time scrolling through your FYP, you’re already well aware of the absolute chokehold P.Louise has on the beauty community. Founded in 2014 by professional makeup artist and social media force Paige Louise Williams, the brand has skyrocketed from an indie fave into a major industry powerhouse. Up until now, securing P.Louise’s iconic, hyper-pigmented products meant playing the online waiting game or battling it out during the brand’s record-breaking TikTok Shop Live sessions. But things are about to change.
On 29 May, P.Louise will enter 36 Boots stores across the UK and also debut online at boots.com.
What’s Dropping?
As you’d expect from a brand known for doing everything at full volume, P.Louise is launching at Boots with a massive lineup of over 200 products across cosmetics and skincare.
Yes, that means you can finally swatch the legendary Rumour Base, the Cheek of It Liquid Blush, and the Spoilt for Choice Cream Bronzer IRL before you buy. The launch also brings six Boots-only products into the mix, including the Bad B*tch Crystal Energy Lip Duo, The Brow Balm, and The Sky’s The Limit Drinking Cup.
Next Level Retail
Boots is completely throwing out the traditional launch playbook for this partnership. To ensure things remain on-brand, founder Paige Louise Williams and her team are personally training Boots Beauty Specialists on product details and application techniques — a brand-founder-led training first for the retail giant.
A selection of larger Boots stores will also feature fully immersive shop-in-shop concepts designed to mimic the famous P.Louise Empire experience. Think themed events, live beauty masterclasses, and interactive pick-n-mix product areas.
For the digital shoppers among us, boots.com is launching a specially designed page to browse the collection. And for beauty emergencies, Uber Eats will provide on-demand delivery from 31 stores, getting your haul to your doorstep in as little as 30 minutes.
Behind the Partnership
For founder Paige Louise Williams, choosing the right partner to bring her brand to life on the high street was deeply personal. “I’ve had many opportunities to go into retail before, and I’ve always turned them down,” she explained. “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.”
The launch also marks a major milestone for Boots, which has been transforming its beauty halls over the last year by adding nearly 60 new and trending names to its roster of over 500 brands.
“We are incredibly excited to be the exclusive high street partner to P.Louise and to welcome the brand into the Boots family,” said Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots. “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.”
How to Get Early Access
For those who can’t wait for launch day, an official waitlist opens on 15 May at boots.com. Signing up gives you exclusive early access to shop the range and puts you in the running to win a selection of prizes, including a chance to meet Paige Louise herself.
We’ll see you in the queue.
