P.Louise
Budget“Show up and glow up, babe.”
By Viktoria @vioda.makeup · Published · Updated
P.Louise is a budget makeup brand from the United Kingdom, founded in 2018 by Paige Louise Williams. It's best known for its Rumour Eye Base (eyeshadow primer), TikTok Shop record-breaking sales and High-pigment eyeshadow palettes.
P.Louise was founded by Paige Louise Williams, who started a Manchester-based makeup academy in 2014 at age 21 before launching the cosmetics line in 2018. Williams grew up on a council estate in Manchester with no qualifications and no business plan, and built the company around a single hero product: the Rumour Eye Base, a £10 eye primer she created when the one she relied on daily was discontinued — the formula NikkieTutorials later dubbed the world's best eyeshadow primer.
The brand has since become one of the UK's most TikTok-native beauty businesses, with nearly three million followers and a 40,000-square-foot Barbie-pink HQ and warehouse in Stockport. P.Louise made global headlines after pulling in £1.5 million in 12 hours through a single TikTok Shop Live — selling two products every second — and the line now spans high-pigment eyeshadow palettes, liquid lips, blushes, and complexion products at sub-£30 price points. The brand sits at the centre of the UK Insta-glam aesthetic and runs its own beauty academy, training thousands of MUAs each year.
Popular Products
What P.Louise is bought for. The ones we've found dupes for link through to the comparison.
- Rumour Eye Base
- Eyeshadow Palettes
- Liquid Lipsticks
- Lip Liners
Known For
Brand Philosophy
Affordable, ultra-pigmented makeup built for UK glam — driven by a TikTok-first marketing engine and a working makeup academy.
FAQ
P.Louise Official Channels
Where to buy, and how to reach P.Louise customer service directly.
- Website
- plouise.co.uk
- Customer service
- [email protected]
- Phone
- 0161 653 2658
- Contact form
- Open form
- Headquarters
- Wigan, Lancashire, United Kingdom
- Sold at
- Brand.comCult Beauty