Pure Beauty

Viral make-up brand P.Louise to open Christmas event after stellar sales

By Amanda May | Published: 14-Nov-2024

The TikTok Shop best-selling brand is hosting a month-long wonderland to elevate its presence after achieving 125% year-on-year growth

P.Louise is turning its UK headquarters into a ‘winter wonderland’ to ramp up its brand awareness during the Christmas season. 

The viral make-up brand’s ‘Pinkmas’ activation will take place in Manchester from 2 to 22 December and comprise a pink ice rink and life-sized version of its train-themed beauty advent calendar.  

Having achieved 125% year-on-year growth, digitally-native brand P.Louise is aiming to elevate its growth and consumer awareness with the festive activation.

The make-up brand, founded by Paige Williams, has three million followers on TikTok.

It became the first UK company to make £1.5m on TikTok Shop this year through a single live event. 

P.Louise’s Pinkmas activation claims to offer a “new era of beauty shopping that focuses on experience and social-first moments,” read a statement from the brand.

The life-size mock-up of P.Louise’s Express 2024 Advent Calendar (pictured above) is to celebrate the product’s impending launch, currently available to pre-order.

The train-shaped advent calendar (£240) contains more than £500 worth of unreleased make-up products.

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by P.Louise (@plouise1)


 

Makeover stations, arts and craft activities for children, and festive food stalls will also feature at the event, while visitors can take selfies in a snow globe photo booth.

Samples of the brand’s best-selling products will be given out by Santa, including Bad B+tch Energy Lip Duo, which P.Louise has sold more than a million units of on TikTok this year.

Liquid Blush and Rumour Base products will also be promoted. 

P.Louise’s Pinkmas activation will take place in Stockport and be open 12pm to 8pm Monday to Saturday and 12pm to 5pm on Sundays.

P.Louise is not the only beauty brand making a splash this season with an experiential Christmas activation.

Jo Malone London has opened a pop-up promising theatre level ‘razzle-dazzle’, while Diptyque has launched a ‘quirky pop aesthetic’ festive experience.

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