In a surprising turn of events, one of the last family-owned cosmetics brands in the UK has been acquired by a competitor in the beauty industry. Warpaint has stepped in to purchase Barry M, a brand that has roots dating back to 1982 when it was founded by Barry Mero in north London, after the company faced bankruptcy earlier this month.
Barry M, known for its vibrant colors and appeal among both makeup enthusiasts and drag performers, was heavily inspired by the punk and New Romantic movements of its inception period. However, market analysts have pointed out that the brand struggled to keep up with innovation and subsequently fell behind its rivals in an increasingly competitive landscape.
The acquisition, valued at £1.4 million, will unfortunately lead to the closure of Barry M's factory located in the capital, putting around 100 jobs in jeopardy. Despite its popularity, with products available in approximately 1,300 stores including major retailers like Superdrug, Boots, Sainsbury's, and Tesco, Barry M has faced challenges in maintaining market relevance.
Patrick O'Brien, who serves as the retail research director at GlobalData, commented on the situation, noting that Barry M became too reactive rather than proactive in its market strategy. He explained that although the brand was present in well-known outlets, it struggled against a wave of competition from other companies offering similar price points. "Barry M has become just another small player in a vast ocean of fresh and exciting brands that capture attention through social media marketing," O'Brien remarked.
Since the passing of Barry Mero in 2014, his son, Dean Mero, has taken the reins of the company. In a conversation with the BBC back in 2022, Dean shared insights into his father's vision, which was focused on appealing to the punk and New Romantic subcultures of the early '80s. Barry Mero believed these consumers were seeking a diverse palette of colors, including "the blacks and the blues and the greens and the yellows," but he aimed to go beyond that limitation. Dean recalled his father's ambition to produce an unprecedented range of 100 colors, making Barry M a pioneering force in the industry.
For the fiscal year ending February 28, 2025, Barry M reported sales totaling £15 million. Meanwhile, Warpaint also released a trading update alongside the acquisition announcement, indicating that their overall profits for the year are expected to decline due to a "challenging consumer and customer environment" coupled with tariffs imposed by the US government. These tariffs, established during Donald Trump's presidency, resulted in a significant £2 million impact on Warpaint's operations as initial uncertainties earlier in the year led to a slowdown in business momentum within the US market.
Although projections suggest that Warpaint’s sales for 2025 may rise to £105 million—up from £102 million the previous year—the underlying profit is forecasted to drop from £25 million to £22 million. Warpaint believes that acquiring Barry M will not only enhance its sales but will also expand its presence across various retail outlets. The company already owns several cosmetic and grooming brands, including W7, Technic, and Man'stuff.
This acquisition of Barry M, which still requires court approval, follows Warpaint's trend of acquiring additional brands, such as Fish Soho and Dirty Works, last year. With this new chapter for Barry M, one must wonder—will the rich legacy of creativity and color continue under new ownership, or will it fade into obscurity? What are your thoughts on the future of such iconic brands in today's fast-paced beauty market?
