P.Louise City Confirms July Opening Date At Trafford Palazzo
After months of anticipation, P.Louise has confirmed that P.Louise City will open at Trafford Palazzo on Sunday 5 July, bringing its online beauty community into a 19,000 sq ft immersive retail destination.
P.Louise City will open at Trafford Palazzo in Manchester on Sunday 5 July, confirming the long-awaited launch date for the brand’s 19,000 sq ft immersive beauty destination.
The confirmed date follows sustained interest from the brand’s online community and marks the next stage in a project first announced last year. P.Louise City will span two floors at Trafford Palazzo and has been designed as a permanent destination for beauty consumers, content creators and visitors seeking an experience-led retail environment.
Founded by Paige Williams, P.Louise began as a make-up academy before expanding into cosmetics. The brand has since grown into a multimillion-pound beauty business, building its profile through bold product launches, educational content and a community-led sales approach. Its own brand materials describe the business as centred on inclusivity, empowerment and creativity.
That online momentum has become central to the brand’s retail strategy. P.Louise has built a significant following through social content, viral launches and live shopping, with previous TikTok Shop activity generating more than £1.5m in 12 hours in 2024. The brand later surpassed its own TikTok Live record with a 14-hour Christmas Collection pre-launch in 2025, generating more than £2m in sales.
P.Louise City brings that online movement into a permanent physical destination, translating the brand’s content-led approach into an immersive retail environment designed around shopping, education, entertainment and community.
More than a conventional store, P.Louise City will combine shopping with immersive environments, content creation opportunities, education spaces and community-focused moments. The concept is intended to challenge expectations of traditional beauty retail by placing entertainment, participation and customer engagement alongside product discovery.
“We have had opportunities to go into retail before but I have always said we’d only do it if we could do it our way,” “Launching in Boots was a huge milestone for us because it brought P.Louise to the high street for the very first time, but P.Louise City takes that experience to another level. This isn’t just a store, it is our world brought to life. Everything we do is about creating memorable moments for our community and giving them bigger and better ways to connect with the brand they love, and that’s exactly what P.Louise City is all about.”
Paige Williams, founder and CEO of P.Louise
Earlier this month, P.Louise partnered with Boots on a series of in-store and national activations, including pink castle store fronts, immersive shop-in-shop experiences, giant experiential displays, branded lorry takeovers and nationwide tannoy announcements. P.Louise City builds on that retail theatre through a dedicated permanent space.
“The opening of P.Louise’s first permanent flagship store at Trafford Palazzo marks a significant milestone for the brand and a proud moment for our team. The bold and immersive retail concept set to launch at P. Louise’s city store aligns seamlessly with the core vision of Trafford Palazzo – to deliver an extraordinary blend of experiential shopping and entertainment at TraffordCity, the UK’s foremost retail and leisure destination.”
A major event is planned to mark the opening on Sunday 5 July, with fans able to sign up to the P.Louise City waitlist for previews, behind-the-scenes content, early access to product drops and further launch updates.
The confirmed opening date places P.Louise City within a wider shift in beauty retail, where community, entertainment, education and content creation are increasingly being built into physical store design across destinations such as TraffordCity, as brands look to create more distinctive reasons for customers to visit.
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