Paige Williams, founder of cosmetics brand P.Louise, has confirmed continued support for Cash for Kids this festive season, marking the third consecutive year of partnership. The announcement follows reports of significant donation shortages at the charity’s Manchester distribution hub, affecting thousands of children across Greater Manchester.
In response to the news that volunteers had been sent home due to a lack of gifts, Williams acted by pledging both product and financial donations. Throughout December, P.Louise is donating £1 from every full-price order to the charity, raising £70,000 to date. Additional support has included donations of children’s pyjamas and Advent Calendars.
This year’s donation follows previous contributions of £40,000 in 2024 and £20,000 in 2023, reflecting ongoing support from the business. Williams also undertook personal shopping for further gifts to ensure that all age groups were accounted for in the charity’s seasonal gift programme.
Williams said: Supporting Cash for Kids has always been close to my heart. I grew up watching my mum struggle but there was always something waiting for us on Christmas morning. When I saw how many children may wake up with nothing this year, I knew I couldn’t stand back. Giving back has always been huge for me with P.Louise, even when I’ve chosen to do it quietly! However, with the sense of urgency this time, I knew I had to speak up and use my platform.
The campaign has gained momentum online, with supporters sharing the message and commending the initiative. Williams added: Our community has always shown up for P.Louise, and now I’m asking us to show up for these kids. Every full-price order, every gift donated, every act of kindness makes a difference. Together, I know our community can fill those shelves and create memorable moments for these children this Christmas.
Cash for Kids’ Mission Christmas campaign provides gifts to disadvantaged children across the UK each December. With demand reaching record levels this year, the charity is calling on individuals and businesses to contribute where possible.
Williams has encouraged both product purchases and direct donations, noting that contributions of all sizes are welcome, from unused toys to new items bought specifically to donate. The ongoing initiative seeks to engage the broader community at a time when demand for support services continues to rise.
