From a £20,000 Loan to a £71m Empire: How Paige Louise Turned Dreams into a Global Beauty Brand
When Paige Louise Williams walked away from her job at a beauty counter, she had no qualifications, no business plan, and little more than a dream. What she did have was belief—and a £20,000 loan from her nana, a part-time cleaner who staked her savings on her granddaughter’s ambition.
Ten years later, that leap of faith has grown into P.Louise, a beauty powerhouse projecting revenues of £138 million this year and loved by millions worldwide.
“I hope anyone who steps into my world realises that anything is possible,” said the 32-year-old entrepreneur from Droylsden, Greater Manchester. “Your background doesn’t define who you are.”
Paige’s beginnings were far from glamorous. Raised on a council estate, she left college while training to become a children’s social worker and found herself drawn instead to make-up artistry. Inspired by drag culture, her bold and transformative style attracted clients quickly—but she wanted more.
It was her nana’s loan that enabled her to open the P.Louise Makeup Academy in 2014. She imagined a grand opening, but reality was far less glittering. “We served Lambrini in our little flutes, but only the regulars turned up,” she recalled. “I expected this huge bang—it didn’t work.”
When the business faltered, Paige sold her car to keep the doors open. But failure wasn’t an option. “There was no way my nana was losing her house because I followed my dream,” she said.
Her resilience, honed by a tough upbringing, became her greatest strength. With her mother raising five children after having Paige at 15, she saw determination in action daily. “My mum showed me that people will doubt you, but you can still make something of yourself,” she said.
To keep afloat, Paige began offering make-up classes, eventually moving online. A pioneer in livestream tutorials, she attracted thousands worldwide. Charging just £10 per session, she built a community – #beansforlife – named after the budget meals that sustained her and her team during those early years.
The real breakthrough came when she moved into product development. After a beloved eyeshadow base was discontinued, she launched her own version – Rumour Base – which quickly became a cult favourite. Endorsements from global influencers cemented P.Louise’s reputation.
Then came TikTok. “It was a random thought to try a TikTok shop,” she said. “I didn’t realise it would be such a sensation.” In August 2024, her brand made UK history, generating £1.5 million in just 12 hours.
The company has since expanded into a 36,000-square-foot headquarters in Stockport, complete with a store and café that has become a destination for fans. Last year alone, P.Louise recorded £71 million in revenue. And this October, Paige will open her first retail store at Trafford Palazzo.
For her, success is about more than numbers. “I’ve got people working for me who’ve never felt like they could truly be themselves. Here, it’s acceptable to wear a tutu and fairy wings and just be you,” she said.
“I know I’m not everyone’s cup of tea, but I show up every single day for my dreams and what I believe.”
