After run-away social commerce success, beauty brand P.Louise will make its bricks-and-mortar debut, opening its first permanent store, P.Louise City, in Manchester this Autumn.

Founded by Paige Louise Williams, P.Louise has ridden the wave of soaring popularity for beauty and cosmetics on social media channels. The social-first brand experienced record-breaking success on TikTok Shop, famously generating over £1.5million in sales during a single 12-hour live shopping event on the platform. It is now projected to turnover £100million this year.  

In a major new chapter for the brand, P.Louise City will open in Manchester’s Trafford Palazzo in Autumn 2025. Designed by Founder & CEO, Paige Williams, to cater exactingly for the P.Louise community, the two-floor destination promises to offer “more than make-up,” delivering interactive and community-focused experiences.

“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,” Williams said. “This isn’t just shelves and tills, this is a full-blown P.Louise City built by and for our community. It is about creating memorable moments from the second you step through the doors.”

Williams added on a LinkedIn post that P.Louise City “isn’t just a store. I would never have done it if it was going to be “just another shop.” This is an experience. A world. An emotion.”

P.Louise City will offer shoppers “a fully immersive beauty playground,” aiming to entertain, inspire and empower its customers. The store will include the brand’s Bad B*tch Juice Bar, P.Louise Pharmacy and P.Louise Supermarket as well as dedicated make-up education zones.