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Barry M, one of the few remaining family-owned make-up brands in the UK, has been acquired by the cosmetics company Warpaint following its recent administration. Founded in north London in 1982 by Barry Mero, the company unfortunately collapsed earlier this month after years of operational challenges.
Known for its vibrant colours that appealed to make-up enthusiasts and the drag community alike, Barry M’s style was initially influenced by the punks and New Romantics of the early 1980s. However, experts have pointed out that the brand struggled to keep pace with evolving trends and innovation, causing it to lose ground to emerging competitors. Patrick O’Brien, retail research director at GlobalData, noted that Barry M had been “more reactive” than proactive and found itself competing in a crowded market where social media-driven brands were gaining traction rapidly.
The acquisition by Warpaint, completed for £1.4 million, will unfortunately lead to the shutdown of Barry M’s London factory, jeopardizing around 100 jobs. Despite its challenges, Barry M remained stocked in approximately 1,300 UK stores, including major retailers like Boots, Superdrug, Tesco, and Sainsbury’s. Since Barry Mero passed away in 2014, the business has been managed by his son, Dean Mero, who shared that his father initially envisioned the brand catering to a colourful alternative to conventional make-up ranges, aiming to offer “more than blacks and blues and greens and yellows.” Barry Mero had a goal for the company to be the first to create 100 shades, highlighting his commitment to bold and diverse colour options.
In the fiscal year ending February 28, 2025, Barry M recorded sales of £15 million. Warpaint’s takeover comes amid its broader expansion strategy, having recently acquired other brands such as Fish Soho and Dirty Works. Although Warpaint forecast increased sales of £105 million for 2025, it also anticipates a drop in underlying profits from £25 million to £22 million, citing a “challenging consumer and customer environment” and the impact of US tariffs, which caused a £2 million setback. The company believes that adding Barry M to its portfolio will help extend its market penetration through increased retail presence. Warpaint also owns several other cosmetics and grooming brands, including W7, Technic, and Man’stuff. The completion of the Barry M acquisition still awaits court approval
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