In a TikTok carousel, Paige Louise Williams, who was raised on a council estate in Droylsden, Greater Manchester, revealed her thoughts on the highs and lows of 2025 to keep the story real with her fans.
Paige Louise Williams, founder of cosmetics company P. Louise, keeps it real with her fans, and she’s recently opened up in a TikTok carousel about the highs and lows of this year, sharing that she never thought she’d be in this position, but also admitting that she’s had some upsetting moments.
She claims she founded her beauty empire with “no money” from scratch, and she has never shied away from her humble beginnings. I’m forever grateful that I can call this my life despite all of the difficulties she encountered. Then, she revealed what her 2025 highs and lows were to fans.
The 32-year-old, who was raised on a council estate in Droylsden, Greater Manchester, acknowledged that there were times when she questioned whether or not she “wanted to continue with the brand” because she was becoming “torn apart” online for various reasons.
But she had the amazing opportunity to speak about her recent success with P. Louise with a “world-renowned brand” in Paris.
And she gave her documentary a private screening with the people closest to her.
However, she accidentally invested £300,000 to create Bad B**** Energy phone cases for fans, which “failed,” leaving her with the money she had invested.
She continued, however, that she is constantly working to “improve the experiences” that her customers have when they visit her stores in person to give them the most “magical time.”
Paige’s business received significant media attention, earned top-notch reviews, and even secured a store at Trafford Palazzo. It made it onto The Times’ list of the fastest-growing businesses.
However, Paige and her team were severely impacted by the shop’s “failed deadline.” She disclosed that the Trafford Centre store’s entire workforce had been “relocated to the Empire in Stockport.”
Despite this setback, she enjoyed a “summer full of memories that will last a lifetime” and managed to deck out the Empire for Christmas in just 24 hours, thanks to her team’s hard work.
She also “took over the cafe at the Empire” to perfect her menu, and she established her own lip oil station at the Empire where customers can personalize their lip oil packaging with charms.
However, some issues “deeply hit her,” such as customers who “question” her “integrity” over her Christmas pyjamas, hit her.
When the website incorrectly stated the pyjamas were 100% cotton, instead of the actual 95% viscose and 5% elastane, she acknowledged making an “honest mistake in the PJ description.”
Many fans questioned Paige’s integrity, which has “weighed heavily” on her.
Paige mentioned on a personal note that she had lost a lot of weight and felt great as a result. She did, however, acknowledge developing a number of “unhealthy habits” as a result of “working long hours.”
Now, she’s “preparing for Black Friday,” where she and the team will “hopefully put all of our learnings and failures into action from previous years”.
Her “first girls’ holiday” made it past the group chat, and she and her staff “broke the record and made £2 million on a live” on TikTok.
Yet when Pinkmas was scrapped, she revealed it felt like her “whole world fell apart”.
A P. Louise pantomime, ice skating, and much more were scheduled for the Trafford Centre for Pinkmas.
Tickets cost $60 during off-peak and $80 during peak times. However, it was voided as a result of “licensing issues.”
In response, Paige stated that “every ticket holder will receive the following as a thank you for your patience and understanding” and that all ticket holders would receive a full refund.
- Your Pinkmas reservation will be refunded entirely.
- A complimentary tour of the P. Louise Empire
- The Empire’s Lip Oil Room is accessible.
- The Christmas Experience is completely free of charge.
- A £20 drink voucher is also included with each booking.
A P. Louise 12 Sleighs of Christmas Advent Calendar (worth £200) will be provided in the event of a cancellation of the Empire.
However, she gained 1 million TikTok followers, participated in a photo shoot that showed her how “confident” she is in her “own skin,” said that “younger Paige could only dream of this,” and pledged that “many more are coming” with her “first Bad B**** collab.
