Key Takeaways:
Paige Louise Williams’ P.Louise brand has never behaved like a traditional beauty business, and that’s exactly why it now sits at the top of the beauty league. In September 2025, the entirely self-funded company—which will famously “never be controlled by men in suits”—was named the #1 overall brand on TikTok Shop, holding the title of number one in skincare and #1 in cosmetics, solidifying Williams’ empire as one of the most forceful players in modern social commerce.
Council Estate Child Turned Cosmetics Champion
Raised on a council estate (public housing) in Droylsden, UK, Williams’ vision for P.Louise stemmed from all the things she didn’t have growing up, wanting to give herself and her family the luxuries and memories they missed out on. Today, Williams is one of only 81 women in the UK to have earned over £50 million ($67 million) in revenue, with an estimated net worth of £100 million ($134 million).
P.Louise began in 2014 as a small beauty salon in Prestwich, UK, funded by a £20,000 ($27,000) loan from Williams’ grandmother. Around the same time, the young entrepreneur began sharing her makeup artistry online, leading to sold-out makeup courses and her first live-taught tutorial, which earned over £100,000 ($134,000).
By 2018, P.Louise expanded into cosmetic sales. The business’s debut product, Rumour Base, an eyeshadow primer created after the discontinuation of a MAC product Williams loved, quickly went viral, snapped up and praised by beauty influencers including NikkieTutorials.
Now, the brand is a cemented cultural powerhouse with 3.2 million followers on TikTok, having sold 6.9 million products, driven by storytelling and a loyal customer base that goes beyond shopping, positioning itself as an active participant in the brand's evolution and growth.
The Community Growth Engine
For Williams, the scale of achievement is inseparable from the people behind it. She cites her team (made almost entirely of friends and family) as the driving force behind her wins and the unmatched support from her community.
At the center of P.Louise’s momentum is a hyperengaged, social-native audience that doesn’t just consume beauty; they participate in it. Predominantly Gen Z and younger millennials, the brand resonates with consumers who value relatability and emotional transparency over corporate distance and transactional beauty. Many see reflections of their own ambitions in Williams’ story, aligning with a brand that champions access, self-belief, and unapologetic confidence.
“The consumers are the heart of the brand,” Williams told BeautyMatter. “They’re beauty-obsessed and invested in the experience as much as the products. They believe in my vision, they go hard for the brand, and have grown alongside me.”
This sense of shared ownership has become a defining feature of P.Louise’s success story alongside best-selling products like the Bad Bitch Energy Lip Duo and budget-friendly Mystery Boxes that generate endless buzz, excitement, and high sales.
In the summer of 2024, P.Louise broke records for the highest amount of revenue generated on TikTok Shop by a UK brand, earning over £1.5 million ($2 million) in just 12 hours. The earnings were a result of the brand's “TikTok Live Festival” featuring Williams and her team, which sold two products every second, raising follower count by a further 29,000. “Seeing familiar faces on the team, including me, created a genuine sense of connection on the live. Customers feel like they’re not just watching a brand; they’re sharing the journey with us.”
The power of the P.Louise community led to TikTok Live’s becoming the blueprint for brand accomplishment. In September, the brand hosted its most ambitious TikTok Live to date: a 14-hour showcase that pre-launched the P.Louise Christmas Collection. The event generated over £2 million ($2.7 million) in sales, averaging out at £143,000 ($192,000) per hour, while accumulating millions of viewer participants, breaking TikTok Live records across the UK and EU.
For Williams, the result was less about volume and more about validation. “That number is more than just a sales stat. It’s a reflection of the community we’ve built and how much they believe in what we do.”
Central to the strategy was early access to festive launches, particularly the highly anticipated Advent Calendars. The products accounted for 17% of all items sold while driving outsized cultural impacts. The two versions of the Advent Calendar, the Cruising Home for Christmas Advent Calendar and the 12 Sleighs of Christmas Advent Calendar, collectively sparked millions of views across social media and widespread press coverage.
Williams put the demand for the Advent Calendars down to the P.Louise community finding joy in collecting and exploring new versions of their favorite products. “Exclusive variations created urgency and excitement, while best-selling hero products anchored the collections. This allowed us to balance the buzz of limited editions with the consistency of everyday sales.”
The Premium Pay-Off
This year, P.Louise realigned its TikTok strategy away from smaller, entry-level items towards curated gift sets, premium bundles, and immersive product moments. This move significantly reshaped the brand’s economics. Since 2024, the average order value has jumped from $20 to $80.
“This year we wanted to elevate the experience,” Williams said. “We maintained all the entertainment value our community loves but introduced more storytelling, education, and exclusivity to make the experience feel more premium.”
The change reinforced the core belief of the brand: When consumers feel emotionally invested, they’re willing to spend differently.
Entertainment First, Commerce Later
P.Louise’s Live experiences and the brand as a whole are wildly successful due to this emotional investment. At a time when many established beauty players are still struggling to unlock social commerce, Williams believes the difference comes down to proximity and transparency. “I’m on social media every single day, responding directly to my community, taking their feedback on board, and making changes fast. That closeness and agility set us apart.”
From behind-the-scenes documentaries to real-time product development content, P.Louise shows every stage of the brand-building process, placing entertainment at its forefront. For Williams, it's important to share “the mistakes and the wins.”
Offline, the brand's immersive P.Louise Empire experience, a permanent branded playground, adds another layer to consumer engagement, further driving community-driven content that feeds directly into its digital ecosystem. The themed retail environment features cafes, a makeup academy, workshops, and photo zones, with shopping access to the brands full collection.
“The Empire is a huge growth driver; it generates incredible organic content and social buzz that sets us apart from any other TikTok-first beauty brand,” Williams said.
The Five-Year Plan
Beyond TikTok, the next steps for P. Louise's growth span across innovation, expansion, and physical retail. The next major milestone for the brand will be the opening of P.Louise City, its first flagship store beyond the Empire, currently under construction at Trafford Palazzo in Manchester. The store will feature exclusive and customisable products.
“There’s so much to come for P.Louise,” Williams said. “Brand partnerships are slated for 2026, alongside continued category expansion and immersive experiences designed to deepen community connection.”
For Williams, the next five years have a simple focus: create more ways for the community to connect digitally, physically, and emotionally. “P.Louise has never been about playing it safe. We’re here to shake things up. The goal is to keep creating memorable moments, staying authentic, and building a brand that inspires confidence, creativity, and connection.”
In an industry racing to master social commerce, P.Louise proves that the real advantage isn't just speed or scale; it’s making millions of people feel like part of a story as it unfolds.