Paige Louise Williams transformed a £20,000 loan from her grandmother into a global beauty empire projected to generate £138 million in revenue this year.

The 32-year-old entrepreneur, who grew up in social housing in Greater Manchester, dropped out of college and left her MAC cosmetics counter job to pursue freelance makeup artistry inspired by drag aesthetics.

Her brand, P.Louise, now resonates with millions worldwide through innovative products and social media savvy.

The journey began in 2014 when Williams opened P.Louise Makeup Academy in Prestwich with her grandmother’s savings- money earned through part-time cleaning work. The launch proved challenging, with low turnout forcing Williams to sell her car to cover rent.

Refusing to jeopardize her grandmother’s investment, she pivoted to offering £10 online makeup courses streamed globally, using hashtags like #beansforlife to connect with budget-conscious audiences.

A breakthrough came with the development of Rumour Base, an eyeshadow primer created to fill a gap left by a discontinued product.

Endorsed by YouTube beauty influencer NikkieTutorials as the market’s top eyeshadow base, it catapulted the brand into the spotlight. TikTok Shop further accelerated growth, with P.Louise setting a UK record in August 2024 by generating £1.5 million in just 12 hours on the platform.

The company now operates from a 36,000-square-foot warehouse in Stockport, featuring a store and café, and is set to open its first retail location in Trafford Centre’s Palazzo this October.

Last financial year, P.Louise reported £71 million in revenue, with Williams emphasizing inclusivity and self-expression as core values—encouraging employees to “wear fairy wings and be totally yourself.”

Williams attributes her success to resilience learned from her mother, who raised five children while earning a nursing degree. Her story underscores the power of digital innovation and community-building in modern entrepreneurship, proving that unconventional paths can lead to extraordinary outcomes.

Source: BBC.