Paige Louise Williams used a loan from her grandmother to start what’s since become one of Britain’s fastest-growing beauty businesses. 

Today, P. Louise Cosmetics has a range of over 1,000 products, employs more than 160 people and has expanded into Boots stores and a two-floor retail destination at Trafford Palazzo in Manchester. In the year to March 2026, the company reported revenue of £111m. 

As Living360’s September digital cover star, the P. Louise founder, CEO and creative director gets candid with deputy lifestyle editor Evelyn Richards about her humble beginnings and the ambition behind her extraordinary success. 

Dive into an excerpt below: 

“Sorry if I look a mess,” Paige says, taking a seat in her pink-drenched office. “I’ve just got back from holiday. It was my second in nine years.” 

She doesn’t look a mess. Instead, she looks perfectly at home in the fantastical world she’s created. For those unfamiliar with the P. Louise universe, imagine the Barbie Dreamhouse by way of Willy Wonka. There are products disguised as storybooks, milkshakes and confectionery, and physical spaces in Greater Manchester that are part beauty shop, part theme park. 

“I genuinely don’t want to do anything but work,” she says. “It’s what brings me joy and peace. I try to keep Sundays for my family, but I’m sometimes on my phone during Sunday lunch. Even on holiday, I was coordinating things from my sunlounger.” 

Raised on a council estate in Droylsden, Greater Manchester, Paige grew up knowing what it meant to go without. Her mother was just 15 when she had her, and a family day out often meant doing the weekly shop at Asda. 

“When you come from nothing, you’re not afraid to go back there,” Paige says. “If I lost everything tomorrow, I know I could build something again.” 

That childhood shaped both her formidable work ethic and the fantastical P. Louise world. Its immersive retail spaces are designed to offer families an experience, regardless of whether they buy anything. 

“I couldn’t afford theme parks or big days out growing up,” she explains. “I wanted to create somewhere parents like my mum could bring their children without having to spend a penny.” 

Read the full feature on Living360’s website here: https://living360.uk/ paige-louise-williams-plouise-founder-interview/ 

Living360’s monthly digital cover star series showcases inspiring individuals making a notable impact across lifestyle, beauty, health, fitness, wellness and culture. 

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About APL Media 
APL Media is a multi-award-winning content marketing agency and publisher, creating high-quality print, digital and live media across the travel and lifestyle sectors since 1997. It has published National Geographic Traveller (UK) under licence from National Geographic Partners LLC since 2010, alongside brand extensions including guides, events and digital platforms. Its portfolio includes Living360, a digital lifestyle brand spanning wellness, travel, food, sustainability and culture.  

APL Media delivers custom content, branded campaigns and editorial consultancy, internship schemes including Step Up and produces leading events such as the Travel Media Awards. It is also a leading reseller of advertising for national newspapers. Its trade titles include Postcards and the ASTA Worldwide Destination Guide, with content also created for national newspapers. aplmedia.co.uk