Fragrance house

P.Louise

P.Louise was launched in 2014 by British makeup artist Paige Louise Williams, drawing on her makeup-artistry background and influences from drag makeup and self-expression. The brand’s stated aim was to make professional-style makeup accessible, and Williams built its early community through live-streamed makeup classes. In 2018, P.Louise moved into product development with Rumour Base, created after Williams’s preferred eye base was discontinued. Today, the brand’s public identity remains founder-led and community-oriented, with social commerce and immersive beauty experiences at its center; Williams is identified as its founder and creative director. P.Louise describes itself as self-funded, with makeup as its primary category and fragrance as a secondary one. Its Signature Scent Collection introduced the brand’s first bespoke fragrance, a fruity-floral-musk blend featuring dragon fruit, orange blossom, tuberose, and musk.