The P.Louise City superstore at Trafford Palazzo in Manchester opens to the public on Sunday, July 5, at 12 noon. Founder Paige Louise Williams, 33, from Droylsden, has transformed a £2m budget into a £6.2m all-pink fantasy world, which she calls the "Willy Wonka of the beauty world."
A Feast for the Senses
Visitors enter through pink and gold doors into a wild fantasy world. The Candy Crew greets shoppers with squeals of "Welcome to the most gorgeous, most pinkest place in the world!" The journey begins at the Juicy News welcome desk, guiding guests through a pink city with boutiques dedicated to different beauty genres. Staff call customers "babes" and "gorgeous" as they help locate products across the huge downstairs marketplace.
Interactive Stations and Exclusives
One of the most popular areas is the make-your-own lip oil station, where customers can pour gel into a princessy bottle and add charms onto a gold chain for £20. For the opening, name engraving on plate charms will be available. The store also features a hair salon where shoppers can book a blow-dry and purchase P.Louise haircare, a P.Louise supermarket with best-selling items like viral "Bad B*tch" lip oils and tearproof mascara, and a pink "petrol station" where customers can pour their own foaming cleanser via a giant fuel-style nozzle. Visitors can pose for a selfie to get a P.Louise driving licence created while they wait.
VIP Area and Experiences
Upstairs, the VIP area is for pre-booked experiences, including the P.Louise Florist where customers can make their own scent, private dining and party rooms, and a cinema where make-up masterclasses are screened. A milkshake and coffee bar with giant teacups will open downstairs at the weekend.
From Start-Up to Empire
Paige started her career on make-up counters and built her brand from scratch after her nan loaned her £20,000 to set up a make-up academy in Prestwich. She invented a viral eyeshadow base, and the P.Louise brand grew. The Trafford Palazzo store was originally scheduled to open in October 2025, but delays pushed it to July 2025. Paige said, "The place is way over budget and that's why it's been so delayed because I won't cut corners on anything we do. If we don't disrupt, it isn't worth it."
In-Store Dermatologist and Community Focus
For the first time, P.Louise will have a dedicated dermatologist in-store at the "P.Louise Medic" boutique on the ground floor to educate customers on age-appropriate skincare. Paige emphasized, "I love being the underdog, but now people are starting to listen about how important it is to give experiences to the beauty community. We don't use community lightly when we say it."
Opening Day Details
The grand opening ceremony begins at 12 noon on Sunday, July 5, with Paige herself meeting fans. The first 250 people in the queue who spend £20 in store will receive an exclusive free "PR box." Special entertainment, drinks, and treats will be provided for those queuing from 10am. No tickets are needed, and the queue officially starts at 6am at Trafford Palazzo. Extra security measures will be in place. Shoppers are warned that roads and car parks may be busy. The store will be open from 12 noon to 6pm on Sunday and daily thereafter.
Future Expansion
Paige and her team have teased plans for additional units at Trafford Palazzo to expand P.Louise further. She said, "To me it's like a Polly Pocket world, I always say I'm a small girl in a big world and we're still such a small fish in the midst of all these big heritage brands. But there's much more to come."
