P.Louise

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.