From bedroom makeup artist to powerhouse entrepreneur, Paige Louise has turned P. Louise Cosmetics into one of the UK’s most talked-about beauty brands. With sell-out launches, cult eye bases and a fiercely loyal online following, she’s built a makeup empire powered by personality and pure hustle. She’s also the brains behind Fyne, a newer, more pared-back beauty brand focusing on fresh, wearable makeup and everyday confidence.

We sit down with the founder to talk beauty, business, bold moves and building brands that refuse to blend in…

Beauty beginnings

What’s your earliest beauty memory?

June 2013, I walked into Selfridges Manchester chasing my dream for an artist position at MAC, I failed the artistry test and got handed a cashier badge. But by October, I’d earned my badge as a MAC Artist. From there, I turned the most underrated products into my secret weapons to help me start building not just my skill, but the P. Louise Empire.

Who or what first inspired your love of beauty?

Makeup artistry and drag culture were huge inspirations for me. The creativity, confidence and self-expression showed me that beauty didn’t have rules – it was a tool for empowerment. That mindset really shaped the makeup artist I became and later how I built the brand. I’ve always believed that beauty should feel fun, empowering, and accessible, not intimidating.

Did you always know you wanted a career in the beauty industry?

I definitely didn’t grow up with a clear roadmap or business plan, but I always knew I wanted to build something creative and meaningful. When I started working in beauty, I realised how much I loved it. It naturally evolved into a career and then into building P. Louise, but it always started with passion first.

Brand & business

What gap in the market made you think, I need to create this brand?

I was working as a makeup artist, and I constantly kept having the same frustrations. Products were either too expensive, underperformed or weren’t designed with makeup artists in mind. The turning point was when my go-to eye base was discontinued. At that point, I knew I had two options – wait for someone else to create something similar or back myself and create it properly. That product became the foundation of P. Louise.

How would you describe your brand’s philosophy in three words?

Unapologetic, inclusive, disruptive

What’s been your proudest moment since launching?

There have been so many incredible milestones, but the most meaningful moments are always personal ones. Being able to retire my mum was something I had always dreamed of, and that felt like a full-circle moment. Professionally, seeing P. Louise grow into a global, self-funded brand while staying true to our values and community is something I will always be proud of.

And the biggest lesson you’ve learned as a founder?

The biggest lesson I have learned has been trusting my gut and staying close to my community. Growth brings noise and pressure, but I always try to listen to what my customers want. I think if you listen and stay authentic, that’s how you build trust. I have also learned that resilience is everything, building a brand isn’t glamorous, but it is very rewarding.

Which product feels the most personal to you and why?

Definitely Rumour Base, I took a risk creating it and it paid off. Every product we launch now builds on that same principle, I always try to create things that I know my community wants and that genuinely add value to the brand.

There have been so many incredible milestones, but the most meaningful moments are always personal ones

What’s in your makeup bag?

Talk us through your everyday makeup routine — what never leaves your face?

For me, it’s all about a flawless base, bronzer, blush, and a glossy lip. Cheek of It Bronzer is my absolute go to!

What’s always in your handbag beauty-wise?

Definitely can’t go anywhere without my Ultimate Definition Lip Liner in the shade “Top  Trend”. It’s my trusty toasted brown shade which never lets me down! I’d also have to say our Stay Shining Lip Oil in the Party Rings scent. Super hydrating, super glossy, and super sweet!

The one product you panic if you can’t find?

The Real Radiance Skin Tint from Fyne Cosmetics. The way my base looks everyday could not be more important to me, I wouldn’t feel like myself without it! It’s everything I want for my complexion – glowy, soft, and breathable. Think “Your Skin But Even Better” in a bottle.

Your go-to glow-giver before an event?

My Feel The Sparkle Body Oil, without a doubt. Every single time I put it on, it makes me feel like I’m really that girl! Never sticky, super long-lasting, and always grabs attention.

A product you think is underrated but deserves more hype?

Hands down, our Juicy Drip Lip Duos are elite. A lip scrub and mask in 90+ unreal scents, she’s the prep queen I reach for every single morning. She might be the little sis to our Bad B*tch Energy Duos, but trust me, it is amazing.

For me, it’s all about a flawless base, bronzer, blush, and a glossy lip. Cheek of It Bronzer is my absolute go to!

Skin & beauty rituals

Describe your current skincare routine, are you a minimalist or maximalist?

Rather than overloading my skincare routine, I focus on hydration and looking after my skin barrier.

What’s one skincare step you never skip, no matter how tired you are?

Cleansing properly, I always make sure I have taken my makeup off and cleansed, no matter what!

How does your beauty routine change when you’re stressed or run down?

I’ve got two speeds, full glam is my power armour when it’s getting hectic, or stripped-back, effortless skin when I’m in my soft CEO era. But no matter the vibe, my lip combo is Non-negotiable.

Wellness & lifestyle

What does a typical morning look like for you?

A typical day for me starts with an early start reading my emails, checking in with the team and planning the day ahead.

Do you have any non-negotiable wellness habits?

I make sure that every Sunday, without fail, I have a big dinner with the family. It’s a day that’s all about giving back to the people that raised me. I’m in the kitchen cooking up a full feast, phones down, catching up on all the chaos of our busy lives. CEO mode takes a pause, family time comes first.

I make sure that every Sunday, without fail, I have a big dinner with the family.CEO mode takes a pause, family time comes first.

What’s your relationship with fitness, what kind of movement do you enjoy most?

Listen, I’d love to sit here and say I’m that girl who makes it to her 6am Pilates class, but in reality, most of the movement I get is running from meeting to meeting all day!

One small daily ritual that makes a big difference to how you feel?

My morning coffee, I look forward to it every day and it sets the tone for what is to come.

Inspiration & creativity

Where do you go (physically or mentally) when you need inspiration?

My biggest source of inspiration will always be my community. Their creativity, feedback and passion constantly shape what we do next. I also find inspiration in everyday moments, usually it is a mixture of everything happening around me!

Who inspires you most in business?

I am inspired by founders who have built brands on their own terms and continued to stay authentic while scaling. That is what pushes the industry forward and creates brands that genuinely stand out and make a difference.

And who inspires your beauty aesthetic?

Honestly? It’s my community. Of course, we love a celeb moment, but nothing inspires me more than watching our community get creative and use their products in ways I’d never even imagined. They don’t just support the brand, they shape it.

Personal touches

Do you have a signature scent?

It fully depends on my mood – right now I’m obsessed with our Scent From Above Hair & Body Mist in Candied Cove, she’s soft, creamy, and unreal in every setting. And trust me, I’m deep in the testing process with some brand-newness launching very soon… be ready!

What’s your ultimate confidence-boosting beauty look?

Glowy skin, bronzed face, glossy lips, wispy lashes. Never fails to boost my confidence every time I step into a room.

A beauty rule you love to break?

Honestly, I’m always busy from AM to PM! So sometimes, when I haven’t had a minute to get to my hairdresser for my signature blow out, best believe I’m washing my hair in my office sink! A girl’s gotta do what a girl’s gotta do!

I’m deep in the testing process with some brand-newness launching very soon… be ready!

What makes you feel most like you?

Tucked up in bed, cuddling my dogs watching Bridget Jones. Absolute Chef’s Kiss!

The best beauty advice you’ve ever been given?

Confidence is the best product you can wear.

Where do you hope to be — personally or professionally — in five years?

In five years, I hope to still be building and evolving the brand on my own terms, continuing to push boundaries and disrupt the beauty industry. Personally, I want to still be passionate about what I do and enjoy life surrounded by my family and friends.

Quick-fire round

Lip balm or lip gloss?

Lip Gloss

Early morning workout or evening wind-down?

Evening wind-down, for sure!

Spa day or glam night out?

Glam Night Out

Five-minute face or full glam?

Five-minute face

Candle, bath, or face mask to relax?

Face mask

Beauty, Beauty Interviews

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