P.Louise from humble beginnings to beauty empire CEO

Paige Williams, from Droylsden is the dynamic and incredibly inspiring founder and CEO of P.Louise, attributes much of her brand's success to her challenging upbringing and the values instilled in her through those experiences.

Paige's mother was just 15 years old and her father was 19 when she was born. However, despite adversity and low expectations from others, she forged a path defined by resilience, creativity, and an unwavering commitment to empower others.

When her parent’s relationship ended, Paige took on significant responsibilities from a young age, including caring for her younger brothers while her mother worked to make ends meet. By the age of twelve, she was often left looking after her newborn brother alone, a responsibility that profoundly impacted her perspective on childhood.

"My childhood of my younger years was spent changing nappies," Paige reflects. “I think that a huge amount of the brand vision came from this place and the things I missed out on. On a personal level, I wanted to almost create the childhood for myself that I never had. But above all else, I wanted to create memories for people that I never got to make."

Growing up, Paige faced numerous hardships. She recalls near-kidnappings and the struggles to afford food. But this didn't deter her; instead, it fueled her drive more.

After working at a leading makeup brand as a cashier, Paige found something she loved - alongside her own unique makeup artistry style. Inspired by drag culture she started to make a name for herself and her bold makeup artistry, particularly her intricate cut creases, garnered demand, especially within the Asian bridal makeup scene.

With an entrepreneurial spirit, Paige approached her grandmother with a bold idea to open a makeup academy. Her grandmother’s unwavering support, including a crucial £20,000 bank loan, and the encouragement to keep going were pivotal.

"I remember that the launch of the academy was a flop. A few friends and family came. We served Lambrini and we cheered to a terrible launch. I was still very naive at only 21 years old but I sat in that shop and I planned what to do to make this work; still believing in my dream.”

As Paige continued to share her work online, her social media presence skyrocketed, and she began offering online makeup courses, which quickly sold out; culminating in her first live course, earning her over £100,000.

As time went on, Paige realised that there was so much in the makeup industry that was missing. "I was using these products each and every day and seeing so many missing items. The cost of many of the products was incredibly high too. Alongside this, the eye base I was using daily was being discontinued, so I created my own. And that’s the P Louise base that you see today."

Under Paige's leadership, P Louise has grown exponentially and the brand has skyrocketed to forecasting sales of over £100 million, driven by Paige’s innovative use of social media platforms like TikTok Shop and her focus on customer education and community.

Her past experiences have deeply influenced her commitment to creating a brand that cherishes and protects childhood, a sentiment evident in P Louise’s ethos and community initiatives. "Children’s entertainers run weekly. It’s little things like this that can not only offer experiences for kids, but also protect their ears from conversations they shouldn’t have to listen to."

Paige is now a staunch advocate for female empowerment, drawing strength from the challenges she overcame. "I've been the woman wiping tears for my mum when a relationship has broken down. I've seen things a child shouldn't see," she says. "My vision for P Louise extends far beyond the products themselves. I want to be the brand that has a heartbeat. This means a safe, welcoming space for all - online and in person - irrespective of gender, race, or background. I want customers to feel the heartbeat of our brand - to feel welcome and to know that they belong. Judgement free."

Paige’s journey from a council estate to leading a multimillion-pound beauty empire is nothing short of a modern-day fairytale. No one can deny that P Louise demonstrates that no matter where you start, with passion, resilience, and hard work, you can achieve your dreams. Her story is a powerful reminder that beauty lies not just in products, but in the strength of the people who create them and the army of advocates who use them.