Barry M Acquired by Warpaint
Barry M, the affordable make-up brand, has been purchased out of administration by Warpaint, a company specializing in cosmetics for men.
The family-run business, founded in north London in 1982 by Barry Mero, entered administration earlier this month.
On Monday, Warpaint announced it had acquired the Barry M brand name for £1.4 million.
However, the acquisition does not safeguard the jobs of more than 100 employees who worked at Barry M or at its London factory, where nail paints and make-up products are manufactured.
Brand Popularity and Market Presence
Barry M has been popular among make-up enthusiasts and drag performers for its vibrant and eye-catching colours.
The brand is available in approximately 1,300 retail outlets across the UK, including major chains such as Superdrug, Boots, Sainsbury's, and Tesco.
Market Challenges and Competition
Patrick O'Brien, retail research director at analytics firm GlobalData, commented on Barry M's recent struggles.
"Barry M had failed to innovate and had instead been 'more reactive'."
He further explained to the BBC that despite the brand's presence in well-known retailers, it faced growing competition from rival brands offering affordable price points.
"Barry M had become 'a small brand in a sea of new and fun names, which are generating traction through social media marketing'."
Company History and Financials
Barry M was established by Barry Mero and, following his death in 2014, has been managed by his son, Dean Mero.
For the year ending 28 February 2025, the most recent period for which data is available, Barry M reported sales of £15 million.
Warpaint's Financial Update and Impact of US Tariffs
Alongside the acquisition announcement, Warpaint provided a trading update indicating that full-year profits would be lower due to a "challenging consumer and customer environment" and the impact of US tariffs.
The company stated that levies imposed by US President Donald Trump resulted in a £2 million loss, as "uncertainty earlier in the year" caused "stalled momentum in the US" market.
While sales for 2025 are projected to increase to £105 million from £102 million the previous year, underlying profit is expected to decline from £25 million to £22 million.
Warpaint indicated that acquiring Barry M would boost its sales by expanding its presence in retail stores.
Next Steps and Market Reaction
The takeover of Barry M by Warpaint is subject to court approval.
Following the announcement, Warpaint's share price rose by 8.5%.
