P.Louise teams up with Boots for high street debut

Around 200 makeup products, including its popular Cheek of It liquid blush and Spoilt for Choice cream bronzer, will be available on the retailer’s website and in 36 stores across the UK from May 29.

Customers will be able to experience P.Louise at the specifically designed displays, while some of the larger Boots stores will be home to an immersive shop-in-shop concept and offer themed events and masterclasses.

The high street retailer said the P.Louise x Boots partnership will see a series of firsts for the business.

The beauty brand, which grew in popularity on TikTok, will personally train Boots’ Beauty specialists on the brand and share brand knowledge, product details and extensive application know-how with the team.

P.Louise has a specially branded page on the Boots website, providing customers with inspiration alongside the full product list.

The range is also available through Uber Eats from 31 stores, meaning that fans can receive their favourite products in as little as 30 minutes.

Boots’ director of luxury beauty and cosmetics Alice Rafferty said: “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 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, P.Louise pink is taking over Boots.”

P.Louise founder Paige Louise added: “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.”

Boots revealed yesterday that outgoing Currys boss Alex Baldock would be joining the high street chain in the autumn as its new chief executive.

He’s set to replace Anthony Hemmerdinger, who is stepping down later this year from his post as senior vice president and managing director after a two-year stint.