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TikTok make-up brand P.Louise slammed for £240 advent calendar raffle mid-December – and it might be ILLEGAL

Research done by The Sun found that P.Louise may not hold the relevant licensing for its raffle

TIKTOK beauty brand P.Louise has been slammed for raffling its £240 advent calendar halfway through December - and the move might even be illegal. 

The make-up giant, which has a projected turnover of £65 million this year, is selling tickets to win one of two calendars at £5 a pop. It has left fans questioning: "Why not just run a free giveaway?"

P.Louise has been slammed for raffling off two of its £240 advent calendars at £5 a ticket
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P.Louise has been slammed for raffling off two of its £240 advent calendars at £5 a ticketCredit: plouise
The eponymous beauty brand was founded by Paige Louise Williams, pictured
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The eponymous beauty brand was founded by Paige Louise Williams, picturedCredit: instagram/plouise1

Unhappy shoppers have slammed the raffle and even suggested that P.Louise doesn’t hold the correct licenses to be hosting it, thus making it illegal. 

Earlier this week, the brand sent round a marketing e-mail about the draw, which has been seen by The Sun.

The e-mail reads: “Two lucky babes are about to unwrap £500 of goodies - and it could be you.

“Enter our raffle today for just £5 and get the chance to win the most amazing advent calendar of the year.”

read more on beauty brands

When the retail giant dropped the P.Louise Express 2024 Advent Calendar for pre-order in October, beauty buffs and mums with make-up obsessed daughters desperately scrambled to get their hands on one. 

The product was gifted to influencers across the UK, who shared unboxing hauls of the products, which are allegedly worth £500 collectively.

With the advent calendar supposedly selling out in a matter of days, thousands of shoppers were left gutted when they didn’t manage to nab one. 

And now, with 10 days until Christmas, the brand is offering them a chance to do so to the tune of £5. 

The raffle is being hosted by Raffall and is open until Friday, 20th December 2024 at 12:00 or “when the last ticket is sold (whichever comes sooner)”.

Shoppers, who feel the sweep is a “cash grab”, have taken to Reddit to slam the move. 

I'm a Beauty Writer who's tested hundreds of beauty advent calendars - these are officially the best

One critic wrote: “It feels like a cash grab. Why not just run a giveaway? Why charge for it?”

Another penned: “Actually, charging money to enter is very weird. 

“Lots of brands do free giveaways to get people’s email addresses so they can spam them in the future, but I don’t think I’ve ever seen one charging for it.

“Those advent calendars are probably not selling and they’re trying to recoup some of their losses.”

Back in August, P.Louise broke the UK record for the most revenue generated on TikTok Shop by a British brand.

It banked over £1.5 million in just 12 hours.

IS THE RAFFLE ILLEGAL?

Some people on Reddit’s BeautyGuruChatter forum have suggested the P.Louise raffle is illegal, due to licensing laws. 

Fundraising, raffles and lotteries are all forms of gambling, so brands hosting them in the UK must have a Gambling Commission licence.

Research done by The Sun on the Gambling Commissions business register found that P.Louise does not hold a license.

READ MORE SUN STORIES

And according to the commission's personal register, owner Paige Williams does not hold one to her name either.

P.Louise has been approached for comment.

Remember to gamble responsibly

A responsible gambler is someone who:

  • Establishes time and monetary limits before playing
  • Only gambles with money they can afford to lose
  • Never chase their losses
  • Doesn’t gamble if they’re upset, angry, or depressed
  • Gamcare – 
  • Gamble Aware – 

Find our detailed guide on responsible gambling practices here.

For help with a gambling problem, call the National Gambling Helpline on 0808 8020 133 or go to 

Fabulous Beauty Awards 2024 Winners

Team Fabulous have spent months swatching, spritzing and sniffing the latest product launches to bring you the very best in beauty.

From our favourite foundation to an indulgent shower gel, here are all of the beauty products worthy of your wallet – and some will cost you less than a tenner. 

MAKE-UP

Whether you prefer a dewy, full-glam or barely-there look, we all have different preferences when it comes to our make-up routines. 

While no product is one-size-fits-all, and some cult products are polarising, we’ve whittled down the best of the bunch – and found something everyone will love.  

Best Base Product

  • Winner: Nars Cosmetics Light Reflecting Eye Brightener, £26 -
  • Runner-up: Huda Beauty Easy Bake And Snatch Pressed Powder, £32 -
  • Highly commended: Ilia Skin Rewind Complexion Stick, £48 -

Best Blush

  • Winner: ELF Cosmetics Camo Liquid Blush, £7 -
  • Runner-up: Ruby Hammer Cheek Colour, £24 -
  • Highly commended: Ateh Jewel Beauty Watson Watermelon, £25 -

Best Bronzer

  • Winner: Kosas Sun Show Glowy Baked Bronzer, £30 -
  • Runner-up: Reeson Beauty Bronzing Balm, £38 -
  • Highly commended: Natural Collection Bronzer, £3 -

Best Brow Product

  • Winner: Anastasia Beverly Hills Brow Freeze Gel, £24 -
  • Runner-up: Olaplex Browbond Building Serum, £64 -
  • Highly commended: Benefit Precisely, My Brow Detailer Eyebrow Pencil, £22.50 -

Best Eyeliner

  • Winner: Sculpted By Aimee Easyglide Eyeliner, £19 -
  • Runner-up: Revlon Colorstay Micro Liquid Liner Blackout, £8.99 -
  • Highly commended: Victoria Beckham Beauty Satin Kajal Liner, £30 -

Best Eyeshadow

  • Winner: Bobbi Brown Dual-Ended Long-Wear Cream Shadow Stick, £35 -
  • Runner-up: Too Faced Born This Way Mini Eye Shadow Palette, £30 -
  • Highly commended: Rimmel London Wonder’Last Shadow Stick, £8.99 -

Best Lip Colour

  • Winner: Maybelline Lifter Plump, £9.99 -
  • Runner-up: Mac Macximal Silky Matte Lipstick, £25 -
  • Highly commended: Merit Beauty Signature Lip Matte, £28 -

Best Mascara

  • Winner: Clinique High Impact Hifi Volume Mascara, £27 -
  • Runner-up: Vieve Modern Mascara, £23 -
  • Highly commended: Soap & Glory Thick & Fast Tubing Mascara, £11.99 -

BODY

There’s been a surge of interest – and new product launches – in bodycare.

People are thinking about the skin below their chins more than ever, meaning product innovations are becoming increasingly advanced.

Best Bath Product

  • Winner: Molton Brown Sunlit Clementine & Vetiver Bath & Shower Gel, £25 -
  • Runner-up: Sanctuary Spa Lily & Rose Natural Oils Ultra Rich Shower Oil, £9.50 -
  • Highly commended: Vieve Bath & Body Soak, £25 -

Best Body Care Product 

  • Winner: Ren Clean Skincare Evercalm Barrier Support Body Balm, £35 -
  • Runner-up: Elizabeth Arden Eight Hour Daily Hydrating Body Lotion, £27 -
  • Highly commended: Nécessaire The Body Retinol, £56 -

Best Fake Tan

  • Winner: Bondi Sands Technocolor 1 Hour Express Self Tanning Foam, £19.99 -
  • Runner-up: Bare By Vogue Clear Tan Water, £22.50 -
  • Highly commended: Iconic London Prep, Set, Tan Tanning Mousse, £24 -

Best Nail Care 

  • Winner: Ruby Hammer Neon Nail Kit, £22 -
  • Runner-up: Mii Refine+Pamper Intensive Cuticle Cream, £15 -
  • Highly commended: Margaret Dabbs London Nail Strengthening Treatment, £16 -

Best Nail Colour

  • Winner: Dior Vernis, £29 -
  • Runner-up: Barry M Cosmetics Sheer Strength Hardening Nail Paint, £4.49 -
  • Highly commended: Nails Inc Mani Marker Nail Art Pen, £5 -

Tech

Investing in a gadget is one of the smartest ways to level-up your beauty routine. 

While they can be pricier than buying disposable products, an effective beauty tool can help speed up and even simplify your hair or skin routine. These are the gadgets we can’t live without…

Best beauty gadget

  • Winner: Foreo UFO 3 LED, £289 -
  • Runner-up: Hello Klean Purifying Shower Head, £65 -
  • Highly commended: Omnilux Eye Brightener, £96.80 -

Best Hair Tool

  • Winner: Nicky Clarke Airstyle Pro Infrared & Ionic Hair Dryer & Styler, £249.99 -
  • Runner-up: GHD Chronos, £289 -
  • Highly commended: Mdlondon Wave, £125 -

Skin 

We’re more savvy about skincare than we’ve ever been, meaning we’re demanding more from our products and routines. 

From sunscreen to lip care, we’ve searched high and low for the products that deliver results – and promise bang for your buck. 

Best Body Sunscreen

  • Winner: Garnier Ambre Solaire Ideal Bronze Milk-In-Spray SPF50, £7 -
  • Runner-up: Sol De Janeiro Rio Radiance Body Spray SPF50, £36 -
  • Highly commended: E45 Sun Body Spray SPF50, 14.99 -

Best Face Sunscreen

  • Winner: Trinny London See The Light, £45 -
  • Runner-up: Boots SPF+ Anti Pollution Daily Suncare Face Fluid SPF50+, £8 -
  • Highly commended: Supergoop! Every. Single. Face. Watery Lotion SPF50, £29 -

Best Lip Care 

  • Winner: The Inkey List Tripeptide Plumping Lip Balm, £11 -
  • Runner-up: Tatcha The Kissu Lip Tint SPF25, £35 -
  • Highly commended: The Ordinary Squalane & Amino Acids Lip Balm, £8.50 -

Best Skincare Brand

  • Winner: Medik8 -
  • Runner-up: Cerave -
  • Highly commended: Murad -  

HAIR

Haircare no longer means just picking out a good shampoo and conditioner. Caring for our scalp is now just as high on the agenda, as are styling products that both nourish your hair and hold it in place. 

Whether your hair is straight, curly, wavy, fine or thick, these are the haircare products we swear by. 

Best Haircare Product

  • Winner: Tresemmé Lamellar Shine Finishing Oil, £9.99 -
  • Runner-up: Living Proof Clarifying Detox Shampoo, £31 -
  • Highly commended: Garnier Ultimate Blends Hair Honey, £9.99 -

Best Hairstyling Product 

  • Winner: Color Wow Dream Coat Extra Strength, £32 -
  • Runner-up: Bumble And Bumble. Thickening Dryspun Texture Spray Light, £31 -
  • Highly commended: Hershesons Almost Everything Cream, £69 -

Best Scalp Product

  • Winner: Living Proof Scalp Care Density Serum, £54 -
  • Runner-up: Charlotte Mensah Manketti Oil Salt Scrub, £60 -
  • Highly commended: Straand The Crown Fix Prebiotic Scalp Serum, £20 -

BEST OF THE REST

From new beauty brands to viral products worth the hype, we’ve scoured the beauty industry for its top players. 

Best Cult Product

  • Winner: No7 Future Renew Damage Reversal Serum, £42.95 -
  • Runner-up: Clarins Lip Comfort Oil, £25 -
  • Highly commended: Estée Lauder Advanced Night Repair Serum, £65 -

Best Menopause Beauty Product

  • Winner: Olay Collagen Peptide Menopause Max Serum, £44 -
  • Runner-up: Dove Pro Age Lotion, £5.69 -
  • Highly commended: Charles Worthington Menoplex Healthy Scalp Serum, £12.99 -

Best Beauty Innovation 

  • Winner: Dyson Airstrait Straightener, £449.99 -
  • Runner-up: Trinny London Elevator, £68 -
  • Highly commended: Marc Jacobs Daisy Drops, £28 -

Best Budget Product

  • Winner: L’Oréal Paris Panorama Mascara, £13 -
  • Runner-up: Sali Hughes X Revolution Skin Ringlight Illuminating Eye Balm, £10 -
  • Highly commended: Isle Of Paradise Gradual Tan, £9.99 -

Best Supplement

  • Winner: Vida Glow Collagen Liquid Advance, £40 - buy here
  • Runner-up: Dose By VH Liposomal Vitamin C, £35 - buy here
  • Highly commended: Advanced Nutrition Programme Skin Moisture IQ, £81 - buy here

Best Viral Beauty Product

  • Winner: Hourglass Veil Hydrating Skin Tint, £49 -
  • Runner-up: Nyx Professional Makeup Fat Oil Lip Drip, £7.99 -
  • Highly commended: Hair Proud Glass Hair Heat Activated Smoothing Shine Spray, £8.95 -

Best Men’s Grooming Product

  • Winner: Super Facialist Age Defence Serum For Men, £16 -
  • Runner-up: L’Oréal Men Expert Hydra Energetic Vitamin C Shot Serum, £16.99 -
  • Highly commended: Thayers pH Balancing Daily Cleanser, £11.99 -

Editor’s Pick

  • Winner: Elizabeth Arden Retinol + HPR Ceramide Capsules Rapid Skin Renewing Serum, £51 -
  • Runner-up: Charlotte Tilbury Unreal Skin Sheer Glow Tint Hydrating Foundation Stick, £35 -
  • Highly commended: Eylure Underlash Salon Lash Extension Kit, £20 -

Best Celebrity Brand

  • Winner: Rare Beauty
  • Runner-up: Cosmoss
  • Highly commended: Fenty Beauty

Best Independent Brand

  • Winner: Arkive 
  • Runner-up: Floral Street 
  • Highly commended: Mantle 

Best New Brand

  • Winner: Relevant
  • Runner-up: Clean Curls
  • Highly commended: Joonbyrd

Best Premium Brand

  • Winner: Lancôme
  • Runner-up: Charlotte Tilbury
  • Highly commended: Elemis

Best Sustainable Brand

  • Winner: Origins 
  • Runner-up: L’Occitane 
  • Highly commended: Davines 

Best Teen-Friendly Brand

  • Winner: Indu
  • Runner-up: ELF Cosmetics
  • Highly commended: Bubble Skincare

Best Retailer

  • Winner: Boots 
  • Runner-up: Space NK
  • Highly commended: Superdrug

Best Online Retailer 

  • Winner: Look Fantastic
  • Runner-up: Sephora 
  • Highly commended: Marks & Spencer

Fragrance

Perfume is deeply personal and subjective, meaning crowning the best is no mean feat.

However, we’ve called on our expert panel to pick out the EDPs with the best staying power, complexity and value for money - these are the perfumes we’ll be spritzing on repeat this year. 

Best Female Fragrance

  • Winner: Narciso Rodriguez For Her, £92 for 50ml EDP -
  • Runner-up: Prada Paradoxe Intense, £97 for 50ml EDP -
  • Highly commended: Coach Love, £56 for 50ml EDP -

Best Male Fragrance

  • Winner: Givenchy Beauty Gentleman Society Extreme, £85 for 60ml EDP -
  • Runner-up: Rabanne Phantom Parfum, £76 for 50ml EDP -
  • Highly commended: Montblanc Explorer Platinum, £38 for 30ml EDP -

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