Make-up Brand Barry M Acquired by Rival Warpaint
Barry M, one of Britain’s cherished family-run make-up brands, has been acquired by cosmetics rival Warpaint after entering administration earlier this month. Founded in 1982 by Barry Mero in north London, the brand faced challenges in keeping up with innovative trends in a highly competitive market.
Key Details of the Acquisition
– Takeover Price: Warpaint’s acquisition was valued at £1.4 million.
– Job Impact: The takeover places approximately 100 jobs at risk, resulting in the closure of Barry M’s London factory.
– Retail Presence: Barry M has been a beloved choice for make-up enthusiasts, particularly drag queens, with its vibrant color options. The brand is available in around 1,300 retail locations across the UK, including major chains like Superdrug, Boots, Sainsbury’s, and Tesco.
Challenges Faced by Barry M
According to Patrick O’Brien, retail research director at GlobalData, Barry M struggled to innovate, becoming more reactive to market trends. Despite its presence in well-known retailers, the brand faced stiff competition from emerging names that captured consumer attention through savvy social media marketing.
– Changing Trends: Clotilde Drape, a Mintel analyst, highlighted that Barry M’s decline mirrors a larger shift in the beauty industry, which is increasingly influenced by celebrity and influencer-led brands. Names like Rihanna’s Fenty Beauty, Hailey Rhode Bieber’s Rhode, and Selena Gomez’s Rare Beauty offer products that forge emotional connections and community with consumers.
– Evolving Preferences: The market has moved from bold, pigmented looks, once Barry M’s forte, toward skin-first finishes, hybrid products, and sheer, dewy aesthetics. Drape noted that while bold makeup is making a resurgence, modern consumers prefer brands that blend innovation with skin-enhancing formulations, a trend notably seen in K-beauty products.
The Legacy of Barry M
Since Barry Mero’s passing in 2014, his son, Dean Mero, has overseen the brand. Reflecting on his father’s vision, Dean recalled that Barry aimed to cater to the unique styles of the punk and New Romantic eras, promising an array of colors that exceeded the standard offerings of the time. Barry M pioneered a palette of 100 distinct shades, a goal that set the brand apart from its competitors.
In the most recent financial year ending February 28, 2025, Barry M recorded sales of £15 million. Following the acquisition, Warpaint provided a trading update projecting lower full-year profits due to a challenging consumer and customer environment, along with adverse effects from US tariffs imposed during President Donald Trump’s administration, which had caused a £2 million loss in business.
Future Outlook for Barry M
Warpaint anticipates that acquiring Barry M will enhance its sales and broaden reach within retail spaces. The company currently manages a portfolio of cosmetic and grooming lines, including W7, Technic, and Man’stuff. This latest acquisition is part of Warpaint’s strategy, following previous purchases such as Fish Soho and Dirty Works.
As the beauty landscape continues to evolve, the fate of Barry M will be closely watched, highlighting the importance of innovation and adaptability in the ever-changing make-up industry.