P.Louise partners with Boots as British social first beauty brand makes its exclusive entrance on the high street

P.Louise, a UK beauty brand that launched in 2014 and was founded by professional make-up artist and social star Paige Louise Williams, is launching at Boots to bring its range to the high street for the very first time.

From 29th May, people will be able to shop the range in 36 Boots stores across the UK and on the retailer’s website.

The tie up will see a series of firsts for the retailer as part of the launch plan. Williams and the P.Louise team will be personally training the crew of Boots Beauty Specialists on the brand. Customers will be able to touch, test, swatch and play at the specially designed displays, while some of the largest Boots stores are becoming home to an immersive ‘shop in shop’ concept. These areas will offer themed events, beauty masterclasses and pick n mix product areas.

A specially branded page has been created on boots.com, offering newly created page navigation, brand inspiration and product links. Customers can also shop the full range via on demand delivery through Uber Eats from 31 stores. 

Williams comments: "I've had many opportunities to go into retail before, and I've always turned them down. 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. Everything I've built has been for this community - they showed up for me from nothing, and I've always promised I'd find bigger and better ways to show up for them.”

Alice Rafferty, Director of Luxury Beauty and Cosmetics at Boots, says: “We are incredibly excited to be the exclusive high street partner to P.Louise and to welcome the brand into the Boots family. This is a brand that truly understand 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 art iculated lorry transporting the range across the UK, P.Louise pink is taking over Boots.”

Customers can sign up to a waitlist from 15th May for exclusive early access and the chance to win a selection of prizes, including the opportunity to meet Williams herself. Boots now offers over 500 beauty brands across stores and online, with almost 60 new and trending names added in the last year. 

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.