TIKTOK sensation Paige Williams has raked in a whopping £71.3 million for her cosmetics company, P Louise, over the last year.
New accounts reveal that the huge sales total run-up in the year to March 31, 2025, is the highest yet for the brand.
It’s yearly turnover is £40 million for 2025, which is up from the £30.9 million reported for 2024 and £14.1 million in 2023 through the tills.
Paige started out in life with humble beginnings on a council estate but is now amassing a huge net worth of £100 million thanks to her overnight success online.
The 31-year-old founded the P Louise Makeup Academy and salon back in 2014 in Manchester before expanding to produce her own cosmetics line.
She was able to kickstart her passion project with a £20,000 loan from her grandmother and is now reaping the rewards for her tenacity.
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Let’s take a look at her £71.3m make-up and property empire, how she went viral on TikTok as well as a pop up controversy she was involved in…
TikTok success
In 2024, the brand broke records by making £1.5m in 12 hours while promoting the beauty products on a TikTok Shop Live.
The company sold two products every second, with the top sellers including the Makeup Mystery Box, Bad B*itch Energy Lip Duo, and Spoilt for Choice Cream Bronzer Oven.
Lucky fans were treated to some products being reduced to as little as £1 to allow them to experience the brand for a fraction of the cost.
Speaking about the monumental success of the live, Paige told Industry.Beauty: “My goal was to create the most engaging, exciting and rewarding experience that our community had ever seen.
“We gave away luxury items every 30 minutes as a thanks to the customers that joined us on LIVE and provided significant discounts on both our newly launched and bestselling items.
“At P.Louise, we don’t have any external investors and no retail presence, so we are not bound to tight plans. We can be nimble and make quick decisions on our next steps as a brand.
“It means that we can be reactive to our customers’ needs and ultimately have the freedom to make these life-changing moments happen overnight. This is the recipe for success. I always had faith in my vision for the brand, and it’s just incredible to see the hard work of my whole team pay off.”
The P Louise account has amassed a whopping 3.3 million TikTok followers and 75.8 million likes.
Property empire
P Louise isn’t just a cosmetics company, it’s been turned into an empire with an experience in Stockport, Manchester.
The beauty destination warehouse offers a 90-minute experience featuring themed Instagrammable picture set-ups, a shopping experience with all of the beauty products as well as pink café to indulge in some delicious treats.
The general admission ticket is £5 and there’s also pop ups across the year and you can even book your birthday at the experience.
It’s been described as a place that “makes dreams a reality” and it sure looks like it!
She’s since announced a new store called P Louise City inside Trafford Pallazo which is set to open up soon.
Pop Up controversy
P Louise’s Pinkmas event was cancelled after issues with the licencing process.
The event was supposed to run from December 1 to January 4 this year and was meant to include attractions including a pink ice skating rink and a pantomime performance.
After the first phase of tickets sold out, the event moved from the Trafford Centre to Barton Dock Road, TraffordCity.
Paige released a statement to reveal the cancellation and said she was “devastated” to have to call the event off “due to issues with the licensing process”.
“I cannot take the risk of opening the event without a definite resolution, as the last thing I would ever want is to disappoint so many of you.
“Please believe me when I say this decision has not been taken lightly.
“I have personally invested so much into this build, and the structure is already in place. However, at this point, the only responsible option is to refund everyone in full in the next five days and work towards giving everyone the most perfect solution.”
Tickets had been priced at £60 for off peak times and £80 for peak times.
Mansion of dreams
The beauty guru is reportedly building herself a £1m high-security mansion in Cheshire which is so secure it can automatically lock her within her own bedrooms.
According to Mail Online, at night, the lifts will stop working, shutters descend and access to the top floors becomes virtually impossible.
However, the construction is allegedly raising eyebrows among the neighbours.
A source told the publication: “Everything about the build is extravagant beyond taste. The neighbours are seriously not happy about the new-money queen moving in and turning the place into Fort Knox.”
The house sits within Cheshire’s ‘Golden Triangle’ which is home to various millionaires including football players, Love Island’s Molly-Mae Hague and stars from The Real Housewives of Cheshire.
