A British beauty institution is no more! Barry M, a beloved name in the UK's makeup scene, has been acquired out of administration by its competitor, Warpaint. This news marks the end of an era for one of the nation's last remaining family-run makeup brands, which was originally founded in 1982 in North London by Barry Mero.
But here's where it gets controversial... While Barry M was celebrated for its vibrant, eye-catching colors, a darling among makeup enthusiasts and drag queens alike, it seems the brand struggled to keep pace with the ever-evolving beauty landscape. Analysts suggest that Barry M, which was once a pioneer inspired by the bold styles of the punk and New Romantic movements of the early 1980s, found it difficult to continuously innovate. This stagnation, unfortunately, allowed competitors to surge ahead.
And this is the part most people miss... The acquisition by Warpaint comes with a price tag of £1.4 million. This deal will unfortunately lead to the closure of Barry M's factory located in the capital, and a staggering 100 jobs are now at risk. It's a stark reminder of the challenges faced by established brands in today's fast-paced market.
Barry M's legacy is deeply intertwined with its commitment to color. Dean Mero, who took over the reins after his father Barry's passing in 2014, shared in 2022 that his father's vision was to offer an unparalleled spectrum of shades. Barry M famously aimed to be the first makeup company to produce 100 different colors, a goal that resonated with customers looking for more than just the basics. The brand's products have been a staple in approximately 1,300 stores across the UK, including popular retailers like Superdrug, Boots, Sainsbury's, and Tesco.
Patrick O'Brien, a retail research director at GlobalData, pointed out that Barry M had become more of a 'reactive' brand rather than a proactive innovator. He elaborated that despite its presence in major retailers, the brand faced intense competition from newer, more agile brands that were effectively leveraging social media marketing to capture attention and build a following. Barry M, in his view, had become a 'small brand in a sea of new and fun names.'
Looking at the financial side, Barry M reported sales of £15 million in the year leading up to February 28, 2025. Meanwhile, Warpaint, which also owns brands like W7, Technic, and Man'stuff, released a trading update alongside the acquisition news. They indicated that their full-year profits would be lower due to a 'challenging consumer and customer environment' and, notably, US tariffs. These tariffs, imposed by former US President Donald Trump, reportedly cost Warpaint £2 million and caused 'stalled momentum in the US' due to early-year uncertainty.
Despite these challenges, Warpaint anticipates its own sales for 2025 to reach £105 million, a slight increase from £102 million in the previous year. However, their underlying profit is projected to decrease from £25 million to £22 million. Warpaint believes that integrating Barry M will boost its sales by expanding its retail footprint. This acquisition follows Warpaint's recent purchases of other brands, including Fish Soho and Dirty Works, last year.
What are your thoughts on this acquisition? Do you believe established brands like Barry M have a responsibility to constantly reinvent themselves, or should they be celebrated for their heritage, even if it means a slower pace of innovation? Let us know in the comments below!
