P.Louise landed at Boots and sold one product every 11 seconds

Few beauty brands have captured the attention of Gen Z quite like P.Louise. What began as a make-up academy founded by professional make-up artist Paige Louise Williams has evolved into one of the UK’s most influential beauty empires. Now, in what’s considered one of the biggest beauty retail launches of the year, the brand is finally available to shop at Boots.

P.Louise has previously rejected opportunities to launch into retailers, having built a fiercely loyal fanbase through viral TikTok moments, sell-out product launches and record-breaking live shopping events. But for the first time ever, shoppers can now browse P.Louise on the high street, with the viral beauty brand launching in 36 Boots stores nationwide and online.

The partnership marks a major milestone for both businesses, bringing one of social media’s most talked-about beauty brands into the UK’s biggest health and beauty retailer. On launch day, one P.Louise product was sold at Boots every 11 seconds, proving an extraordinary level of demand and buzz for the brand.

Speaking on the launch, founder Paige Louise said: “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.”

Customers can shop more than 200 P.Louise products across make-up and skincare, including cult favourites such as the Rumour Base primer and Spoilt for Choice Cream Bronzer. Boots is also stocking six exclusive products created specifically for the retailer, from the P.Louise x Boots Bad B*tch Crystal Energy Lip Duo – Blue Raspberry & White Chocolate, to the P.Louise x Boots the Sky’s The Limit Drinking Cup (an essential for staying hydrated in summer).

The sell out P.Louise x Boots Bad B*tch Crystal Energy Lip Duo Blue Raspberry & White Chocolate is now back in stock and comes in at £22. It features a Bad B*tch Energy Lip Conditioner and Stay Shining Lip Oil, and for a limited time, shoppers can get three lip duos for £27, saving £39 on the RRP. Other ‘flavours’ include apple, birthday cake, brown sugar and many more.

On the P.Louise website, the duos have a 4.7 star-rating based on more than 9,000 reviews. One said: “This Bundle is amazing, it has a little keyring which can attach to bags and loads of other things. I got the Peaches and cream one the smell is delicious and feels so hydrating on the lips.”

Another added: “The lip duo feels amazing on the lips, smells like heaven and has the cutest look.”

However, with so many flavours to choose from, there’s a chance you may not love them all. One three-star review read: “I am a massive Plouise fan! I have loads of stuff and love it all. Unfortunately this just wasn’t the flavour for me. Nothing wrong with the quality or the formula. I just don’t like the flavour. Win some you lose some. Won’t stop me trying others.”

You’d be hard pressed to find a locker key or school bag without a P.Louise product attached to it, these days. Part of the appeal is their keychain feature, but they’re not the only brand who has tapped into the collectibility trend.

Elsewhere, at Sephora the Petite Kisses Maracuja Juicy – Lip Duo from Tarte is also £22. It contains two best-selling juicy lip formulas for the perfect pout on-the-go, complete with free charms so you can hang them on your keys or handbag.

Meanwhile, the LANEIGE Donut Delight Box Set is £33 at Space NK. The lip serum duo is designed to leave the lips looking full and luminous with a hint of sweetness, and comes with a free donut keychain.

Back at Boots, particularly in stores, customers will be able to experience P.Louise in person like never before. They’ll be able to test and swatch formulas before purchasing, while some of the largest Boots stores are becoming home to a fully immersive ‘shop in shop’ concept. These areas will offer themed events, beauty masterclasses and pick n mix product areas, too. Though this service will only be offered in a small number of stores.

To celebrate the launch last week, Boots transformed its flagship Covent Garden store into a giant pink castle, bringing the unmistakable P.Louise aesthetic to one of the UK’s busiest shopping destinations. The retailer also rolled out a series of launch initiatives that pushed beyond traditional beauty retail, reflecting the immersive community-focused approach that has become synonymous with the brand.

The launch follows a hugely successful debut at the new Boots Beauty concept store in Bristol, where P.Louise was the best-selling brand by revenue on opening day, outperforming the second-highest selling brand by 35%. The standout product across the entire store was the P.Louise Lip Oil Creation Station, an interactive experience that allows customers to personalise their own lip oil with charms and accessories.

Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, comments: “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.”

Judging by the launch day figures, P.Louise launching into Boots has been a roaring success, and we can only expect to see more exciting launches and hype around their must-have products.