A shocking development in the world of cosmetics has left many fans of Barry M reeling. One of the UK's beloved family-run makeup brands has fallen to a rival, Warpaint, after struggling to keep up with the times.
Barry M, founded in 1982 by Barry Mero, has been a staple for makeup enthusiasts and drag queens alike, known for its vibrant and bold color offerings. However, the brand's innovative spirit seemed to wane over the years, and analysts believe this led to its eventual downfall.
In a £1.4m takeover, Warpaint will close Barry M's factory in London, putting 100 jobs at risk. The brand's unique colors and wide availability in stores like Superdrug, Boots, Sainsbury's, and Tesco made it a favorite among many. But here's where it gets controversial: some argue that Barry M's decline was due to a lack of innovation, while others believe it was a victim of increasing competition in the market.
Patrick O'Brien, a retail research director at GlobalData, stated that Barry M had become "more reactive" rather than proactive in its approach. He explained that despite being stocked in well-known retailers, the brand faced tough competition from other, more agile brands offering similar products at comparable prices.
Since Barry Mero's passing in 2014, the company has been led by his son, Dean Mero. In a 2022 interview, Dean shared his father's vision for the brand, which was to target the punk and New Romantic movements of the early 1980s. Barry Mero believed these subcultures sought unique, bold colors, and he wanted to offer them a wide range of options.
In the year leading up to February 28, 2025, Barry M reported sales of £15m. However, Warpaint's trading update revealed that full-year profits would be lower due to a challenging market environment and 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 the previous year, underlying profit is forecast to fall from £25m to £22m. Warpaint believes acquiring Barry M will increase its sales by expanding its reach in stores and offering a wider range of products.
The Barry M deal, subject to court approval, follows Warpaint's acquisitions of other brands last year, including Fish Soho and Dirty Works. This move by Warpaint has sparked debate among consumers and industry experts alike. Some question whether Warpaint's strategy will succeed, while others wonder if Barry M's unique spirit can be preserved under new ownership.
What are your thoughts on this acquisition? Do you think Warpaint can revive Barry M's glory days, or has the brand's time come and gone? Share your opinions in the comments below!
