Online beauty challenger P.Louise is to make its high street debut, rolling into Boots at the end of this month.
The brand, founded in 2014 by professional make-up artist and influencer Paige Louise Williams, will be in 36 stores from 29 May.
The P. Louise range comprises more than 200 lines across cosmetics and skincare, including hero products Rumour Base, Cheek Of It Liquid Blush and Spoilt For Choice Cream Bronzer. Additionally, Boots will be home to six exclusive lines, including P.Louise x Boots Bad B*tch Crystal Energy Lip Duo – Blue Raspberry & White Chocolate, and P.Louise x Boots The Brow Balm.
The listings would be marked by “first-evers for the retailer as part of an exciting and innovative launch plan”, P.Louise said. Paige Williams and her team were set to train Boots beauty specialists on the brand – demonstrating “Paige’s dedication to customer experience and will see her share brand knowledge, product details and extensive application know-how with the team, ensuring they are brilliantly equipped to create memorable moments and provide expert advice to customers in store”.
Specially designed displays will allow customers to “touch, test, swatch and play”, added P.Louise, while some of the largest Boots stores will be home to a fully immersive ‘shop in shop’ concept. These areas will offer themed events, beauty masterclasses and pick ‘n’ mix product areas.
A dedicated P.Louise page has been created on boots.com for digital shoppers, and consumers will be able to shop the full range via on demand delivery through Uber Eats from 31 Boots stores.
“I’ve had many opportunities to go into retail before, and I’ve always turned them down,” said founder Williams. “For me, it was never about putting products on a shelf, but about 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.”
Boots was “incredibly excited to be the exclusive high street partner to P.Louise”, added Alice Rafferty, the retailer’s director of luxury beauty & cosmetics. “This is a brand that truly understands 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.”
“Introducing such a dynamic, social-first brand has really encouraged us to take a new and innovative approach to our launch plans. We’ve really pushed the boundaries and introduced some first-evers, from the Covent Garden store being turned into a pink castle on launch day to a branded sparkly articulated lorry transporting the range across the UK.”
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