P.Louise is launching into Boots stores nationwide, marking the first time the beauty brand has entered physical retail on the UK high street.
Founded by professional make-up artist and social media personality Paige Louise Williams in 2014, P.Louise has grown rapidly through its strong online following, viral products and record-breaking TikTok Shop Live sessions. From 29 May, customers will be able to shop the range in 36 Boots stores across the UK, as well as online via boots.com.
The partnership will introduce a number of launch initiatives described as firsts for Boots. Paige Williams and the P.Louise team will personally train Boots Beauty Specialists on the brand, product range and application techniques ahead of launch.
The retailer said the training programme is designed to support customer experience in store by equipping beauty advisors with detailed product knowledge and practical expertise.
Customers visiting Boots stores will also be able to experience dedicated P.Louise displays featuring testing, swatching and interactive product experiences. Selected larger format stores will include immersive ‘shop in shop’ spaces designed to recreate elements of the P.Louise Empire experience, alongside themed events, beauty masterclasses and pick-and-mix product areas.
The product range will comprise more than 200 cosmetics and skincare lines, including Rumour Base, Cheek of It Liquid Blush and Spoilt for Choice Cream Bronzer. Boots will also stock six retailer-exclusive products created specifically for the partnership, including the P.Louise x Boots Bad B*tch Crystal Energy Lip Duo – Blue Raspberry & White Chocolate, P.Louise x Boots the Brow Balm and P.Louise x Boots the Sky’s The Limit Drinking Cup.
Boots has also created a dedicated digital landing page for the launch, featuring tailored navigation, brand content and direct product links. Customers will additionally be able to access the range through Uber Eats on-demand delivery from 31 stores, with delivery available in as little as 30 minutes.
“I’ve had many opportunities to go into retail before, and I’ve always turned them down. For me, it was never about putting products on a shelf but about what we could create for our community when they walked through the door. Together with Boots we’ve been able to build something that feels nothing like traditional retail – with masterclasses and immersive shop-in-shop spaces. Everything I’ve built has been for this community – they showed up for me from nothing, and I’ve always promised I’d find bigger and better ways to show up for them.”
Paige Louise, Founder, P.Louise
“We are incredibly excited to be the exclusive high street partner to P.Louise and to welcome the brand into the Boots family. This is a brand that truly understand the modern beauty consumer, utilising the power of platforms such as TikTok to create genuine excitement and demand. Its launch reinforces Boots as the ultimate destination for the most sought-after and trending beauty brands.
“Introducing such a dynamic, social-first brand has really encouraged us to take a new and innovative approach to our launch plans. We’ve really pushed the boundaries and introduced some first-evers, from the Covent Garden store being turned into a pink castle on launch day to a branded sparkly articulated lorry transporting the range across the UK, P.Louise pink is taking over Boots!”
Alice Rafferty, Director of Luxury Beauty and Cosmetics, Boots
Customers can join a waitlist from 15 May for early access to the launch and the opportunity to win a series of prizes, including the chance to meet Paige Williams.
The launch forms part of Boots’ wider beauty expansion strategy, with the retailer now offering more than 500 beauty brands across stores and online, including almost 60 new brands introduced over the past year.
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