diff --git a/src/pip/_internal/cli/main.py b/src/pip/_internal/cli/main.py
index 563ac79c984..00637ef182c 100644
--- a/src/pip/_internal/cli/main.py
+++ b/src/pip/_internal/cli/main.py
@@ -13,6 +13,7 @@
 from pip._internal.commands import create_command
 from pip._internal.exceptions import PipError
 from pip._internal.utils import deprecation
+from pip._internal.utils.plugins import load_plugins
 
 logger = logging.getLogger(__name__)
 
@@ -77,4 +78,6 @@ def main(args: Optional[List[str]] = None) -> int:
         logger.debug("Ignoring error %s when setting locale", e)
     command = create_command(cmd_name, isolated=("--isolated" in cmd_args))
 
+    load_plugins()
+
     return command.main(cmd_args)
diff --git a/src/pip/_internal/utils/plugins.py b/src/pip/_internal/utils/plugins.py
index 697910324d9..cb0408af935 100644
--- a/src/pip/_internal/utils/plugins.py
+++ b/src/pip/_internal/utils/plugins.py
@@ -7,7 +7,6 @@
 from pip._internal.models.plugin import DistInspectorPlugin, Plugin, plugin_from_module
 
 logger = logging.getLogger(__name__)
-
 _loaded_plugins: List[Plugin] = []
 
 
@@ -24,15 +23,16 @@ def iter_entry_points(group_name: str) -> EntryPoints:
         return groups.get(group_name, [])
 
 
-for entrypoint in iter_entry_points(group_name="pip.plugins"):
-    try:
-        module = entrypoint.load()
-    except ModuleNotFoundError:
-        logger.warning("Tried to load plugin %s but failed", entrypoint.name)
-        continue
-    plugin = plugin_from_module(entrypoint.name, module)
-    if plugin is not None:
-        _loaded_plugins.append(plugin)
+def load_plugins() -> None:
+    for entrypoint in iter_entry_points(group_name="pip.plugins"):
+        try:
+            module = entrypoint.load()
+        except ModuleNotFoundError:
+            logger.warning("Tried to load plugin %s but failed", entrypoint.name)
+            continue
+        plugin = plugin_from_module(entrypoint.name, module)
+        if plugin is not None:
+            _loaded_plugins.append(plugin)
 
 
 @contextlib.contextmanager