Who Is Paige Williams (aka P.louise) And What Is The Make-up Entrepreneur’s Net Worth?

PAIGE WILLIAMS is the founder and CEO of P.Louise, a viral beauty brand and make-up academy.

After building her empire from the ground up, she’s secured her spot as one of the nation’s wealthiest 40-under-40 on this year’s Rich List.

Instagram/plouise1Paige Williams is the founder of P.Louise: a viral UK beauty brand[/caption] Instagram/plouise1Having grown up on a Manchester council estate, Paige is now worth £100million.[/caption]

Who is Paige Williams?

Born to a 16-year-old mum and raised on a council estate in Manchester, Paige spent most of her childhood helping her mum care for her five brothers, and left school with no qualifications.

Although her brand is now best-known for scroll-stopping products like their bestselling Rumour Base, Paige started P.Louise at the age of 20 as a side hustle, working as a freelance bridal make-up artist and training others alongside a retail job.

As she worked tirelessly building her academy- often spending 17 hours a day working – she started to notice gaps in the beauty industry.

“I was using these products each and every day and seeing so many missing items,” Paige told Grazia in an interview. “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.”

Over her nine years in business under the P.Louise name, she’s skyrocketed to success.

Since those humble beginnings earning under £600 per month at Selfridges, Paige, now 31, has amassed a net worth of £100million.

The story behind the P.Louise brand

Come 2018, Paige – equipped with years of experience as a make-up artist, her recently-created eyeshadow base, and a £20,000 loan from her grandmother – created the P.Louise brand as we know it today.

In their first year of business, the brand brought in an impressive £6million – and in 2024, the brand broke records by making £1.5million in just 12 hours on a TikTok Shop Live.

Now, P.Louise has a home office, cafe, and a shop in Stockport – all done up in the same pastel pink shades and whimsical Barbie Dreamhouse style seen in each product’s packaging.

Instagram/plouise1P.Louise is best known for its viral Rumour Base primer[/caption]

“I went from council estate to a cosmetic kingdom,” Paige wrote in a post on her Instagram page.

With her brand going from strength to strength, Paige has made providing affordable and accessible beauty products and giving back a priority – both to her family, and to those who come from similar underprivileged backgrounds.

“‘I think that a huge amount of the brand vision came from this place and the things I missed out on,” Paige said to Grazia.

“On a personal level, I wanted to almost create a childhood for myself that I never had. But above all else, I wanted to create memories for people that I never got to make.”

In addition to starting a six-week Kids Eat for Free scheme for local families over the summer holidays, Paige has also been able to help her hardworking mum leave her job as an ICU nurse, providing her with a higher salary and flexibility.

“I gave her a new salary of £42,000 with the option to work her own hours around my brothers,” Paige shared with The Daily Mail.

“It was the best decision I’ve ever made. Being surrounded by a happy family is so important.”