Last year, P.Louise, the #1 for cosmetics and skincare on TikTok, set the UK record for the most revenue generated on TikTok Shop by a UK brand, hitting over $2million (£1.5million) in just 12 hours (That was also an EU record!) Now they’ve done it again, smashing their old record in just 10 hours and 8 minutes and hitting a final tally of $2.71million in a single day.
How did they do this? Well they pre-launched 12 gift options that generated hype and customers ready to buy and they moved away from heavy discounting to £1 and giveaway competitions which were a key component of their previous record breaking day. By switching from low cost incentives to buy, P.Louise were able to quadruple their average order value and it’s perhaps largely down to this that they were able up their total GMV by around 35% compared to last time around.
Founded by Paige Williams in 2014 with a £20,000 loan from her Nan and a vision to change the way we approach make up, the brand saw drastic growth through TikTok shop where it quickly became one of the biggest brands on the platform. And from that £20,000 initial loan, P.Louise has never taken external investment so Paige still retails control of the business.
TikTok Sellers Summit October 2025
As you might expect (and can tell from the video), there’s a huge team behind Paige and P.Louise, one of which is the Somerce TikTok Shop agency. If you want to know more about Somerce and the success of P.Louise, they are headlining at our RetailX TikTok Seller Summit on 8 October and you can grab your free ticket here.
"Somerce & P Louise just broke the record for the highest GMV in one TikTok LIVE in the UK/EU previously set last year by P Louise themselves. Paige even ended up bringing me onto the live, my first presenting experience"
– Joe Yates, CEO, Somerce
