P.Louise comes to Boots this month – how to get new products

From May 29, beauty fans will be able to shop the cult-favourite makeup brand in 36 Boots stores across the UK and online, marking the first time P.Louise products have ever been available on the high street.

Founded by makeup artist and social media sensation Paige Louise Williams, P.Louise has become one of the UK’s biggest beauty success stories thanks to its bold aesthetic, sell-out launches and record-breaking TikTok Shop LIVE events.

And Boots isn’t holding back for the launch.

The retailer is rolling out a series of “first-ever” experiences, including a fully branded pink castle storefront at its Covent Garden location, immersive shop-in-shop spaces and even a sparkly P.Louise articulated lorry travelling across the UK.

In another first for Boots, Paige and the P.Louise team will personally train Boots Beauty Specialists ahead of launch day, giving staff insider knowledge on products, techniques and application tips.

The range launching at Boots includes more than 200 products across makeup and skincare, featuring fan favourites like Rumour Base, Cheek of It Liquid Blush and Spoilt for Choice Cream Bronzer.

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Boots will also stock six exclusive products created especially for the retailer, including the P.Louise x Boots Bad B*tch Crystal Energy Lip Duo, The Brow Balm and The Sky’s The Limit Drinking Cup.

For online shoppers, the full collection will be available on Boots.com, with selected products also available for rapid delivery through Uber Eats from 31 stores nationwide.

Speaking about the launch, Paige said she had previously turned down retail opportunities because she wanted something “bigger and better” for the P.Louise community.

She said: “Together with Boots we’ve been able to build something that feels nothing like traditional retail – with masterclasses and immersive shop-in-shop spaces.”

Customers can also sign up to a waitlist now for early access and the chance to win prizes, including the opportunity to meet Paige in person.

The launch marks another major move in Boots’ beauty expansion, with the retailer continuing to invest heavily in viral and trending beauty brands across the UK.