Thousands of beauty fans flocked to the grand opening of P.Louise City, the all-pink megastore at Trafford Palazzo, on Sunday, July 5, 2026. The event, described as the 'Disneyland of Beauty', featured dancers, confetti, and a personal appearance by founder Paige Louise Williams, who built the multi-million-pound brand from scratch.
From Council Estate to Beauty Empire
Paige Louise Williams, 31, grew up on a council estate in Droylsden with five brothers. Her driving motivation was to ensure her mother never faced financial struggles again. After leaving college where she trained to become a children's social worker, she took a job as a MAC makeup artist at Selfridges. Her glam style quickly gained popularity, and she began freelancing before opening her own salon in Prestwich with a £20,000 loan from her grandmother, who was working as a cleaner at the time.
The salon, P.Louise Makeup Academy, launched in 2014 on Bury New Road. Early struggles forced Paige to sell her car to cover payments. She pivoted to offering makeup courses, which attracted students from around the world. The turning point came in 2018 when she created Rumour Base, a white eyeshadow primer inspired by a discontinued product. It sold out instantly and continues to sell one unit per minute, becoming a cult favourite endorsed by YouTuber NikkieTutorials.
Explosive Growth and TikTok Success
The brand moved from an 8,000 sq ft warehouse in Middleton to a 36,000 sq ft facility in Stockport, which now houses a retail store, a cafe, and soon 90 new offices for 200 staff. P.Louise's success skyrocketed on TikTok; on July 31, 2024, the brand broke the UK record for the most revenue generated on TikTok Shop, earning £1.5 million in 12 hours. It sells over 250,000 products monthly on the platform.
“Because of TikTok, and the speed of light in which we were getting views, we were getting that visibility,” Paige said. “Without the decision to go to TikTok, I wouldn’t be in the empire. It changed my entire career.”
Financial Milestones and Recognition
P.Louise turned over £35 million in 2023, £65 million in 2024, and is projected to reach £100 million in 2025. Paige was named to The Sunday Times Beauty Rich List, alongside entrepreneurs like Sanjay Vadera (£240 million) and Refy founders Jenna Meek and Jess Hunt (£52 million and £46 million).
Despite her success, Paige remains grounded: “I work 14-hour days and haven’t been on holiday in seven years. I have the fear of my mum ending back where she’s vulnerable. As quick as you can climb up is as quick as you can fall down. For me, it’s all about building a community that will be here for generations to come.”
The New Trafford Megastore
P.Louise City at Trafford Palazzo features an all-pink interior with beauty activations, a makeup studio, a dance studio, and a theatre space. The opening included comprehensive security and crowd management measures due to high demand. Paige shared updates of the build on social media, generating excitement among fans.
