P.Louise, the cosmetics brand built by make-up artist Paige Louise Williams, is moving onto the UK high street for the first time.
From Friday 29 May 2026, its range goes on sale in 36 Boots stores nationwide, with online availability on Boots.com and on-demand delivery via Uber Eats from a further set of locations to follow.
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Founded in 2014, P.Louise scaled on the back of a distinct visual identity, viral product moments and a heavy presence on TikTok Shop Live, the platform's livestream selling format.
Boots will carry more than 200 lines from the range, including the products that drove P.Louise's online following: Rumour Base, the Cheek of It Liquid Blush and the Spoilt for Choice Cream Bronzer.
Six products arrive exclusive to Boots, a common tactic for giving a retail partner a reason to feature a brand and for giving existing fans a reason to shop the new channel. They include the P.Louise x Boots Bad B*tch Crystal Energy Lip Duo in Blue Raspberry & White Chocolate, the Brow Balm, and a branded drinking cup.
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