A shocking development in the beauty industry has just unfolded, leaving many fans of Barry M, one of Britain's beloved family-run makeup brands, in a state of disbelief. The iconic Barry M, known for its vibrant colors and innovative spirit, has been acquired by its rival, Warpaint, in a £1.4m takeover deal.
But here's where it gets controversial: this acquisition comes at a time when Barry M, founded by Barry Mero in 1982, was struggling to keep up with the ever-evolving makeup trends and intense competition in the market.
Inspired by the punk and New Romantic movements of the 80s, Barry M had a unique vision and a loyal following. However, analysts suggest that the brand's innovation had plateaued, and it was overtaken by competitors who were more agile in adapting to changing consumer preferences.
The takeover by Warpaint will result in the closure of Barry M's factory in London, putting 100 jobs at risk. Despite being stocked in major retailers like Superdrug, Boots, Sainsbury's, and Tesco, Barry M faced increasing competition from other brands offering similar products at comparable prices.
Patrick O'Brien, retail research director at GlobalData, highlights that Barry M's downfall was its lack of innovation and its reactive approach to market trends. He states, "Barry M became a small brand in a sea of new and fun names that were generating traction through social media marketing."
Since the passing of Barry Mero in 2014, the company has been led by his son, Dean Mero. In a 2022 interview with the BBC, Dean shared his father's vision of targeting the punks and New Romantics of the early 80s, offering a wide range of colors that no other makeup company had at the time.
In the year ending February 28, 2025, Barry M reported sales of £15m. However, Warpaint's trading update suggests that its full-year profits will be lower due to a challenging consumer and customer environment, as well as US tariffs announced by President Donald Trump, which resulted in a £2m loss for the company.
Despite expecting higher sales of £105m in 2025 compared to £102m in the previous year, Warpaint forecasts a drop in underlying profit from £25m to £22m.
Warpaint believes that acquiring Barry M will expand its reach in stores and boost its sales. The company already owns several cosmetic and grooming lines, including W7, Technic, and Man'stuff. This deal follows Warpaint's acquisitions of other brands last year, such as Fish Soho and Dirty Works.
The Barry M deal is subject to court approval and will undoubtedly spark discussions among beauty enthusiasts and industry experts. What do you think about this acquisition? Is it a strategic move by Warpaint, or a sign of the challenges faced by smaller, family-run brands in a highly competitive market? Share your thoughts in the comments below!
