P.Louise will partner with Boots to bring its beauty offering to the UK High Street for the first time. From the end of May, P.Louise beauty fans will be able to shop its range across 36 UK Boots stores and at Boots online, as the social-first, viral beauty business expands its sales channels.

Founded by professional make-up artist, Paige Louise Williams, in 2014, P.Louise is best know for its viral success on social and its TikTok Shop Live sessions.

Famously driving £2million in sales during a single 14-hour TikTok Live, the P.Louise brand has been looking at moving from clicks to bricks. Last year, it aimed to open its first owned store, P.Louise City, in Manchester’s Trafford Palazzo, however plans for the beauty emporium were paused in late 2025.

The partnership will bring P.Louise products and experiences to UK Boots stores, with Founder, Paige Louise, commenting that the collaboration was “never about putting products on a shelf,” but rather “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,” she added.

“We are incredibly excited to be the exclusive high street partner to P.Louise and to welcome the brand into the Boots family,” said Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots.

“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.”

Rafferty added that the partnership with the dynamic social-first brand had encouraged Boots to “take a new and innovative approach to our launch” – from plans to turn its Covent Garden location into a ‘P.Lousie pink’ castle on launch day to branded sparkly articulated lorries transporting the range across the UK.