Who is Paige Williams (aka P.Louise) and what is the make-up entrepreneur's net worth?
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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
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Paige Williams is the founder of P.Louise: a viral UK beauty brand
Credit: Instagram/plouise1
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Having grown up on a Manchester council estate, Paige is now worth £100million.
Credit: Instagram/plouise1
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
Although her brand is now best-known for scroll-stopping products like their bestselling
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
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"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
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.
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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
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P.Louise is best known for its viral Rumour Base primer
Credit: Instagram/plouise1
'I went from council estate to a cosmetic kingdom,' Paige wrote in a post on her
Instagram page.
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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
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"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."
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