Cosmetics supplier Warpaint London has rescued its beleaguered rival Barry M from administration in a £1.4m deal.
The acquisition of the family owned Barry M brand includes IP, stock and order book but not manufacturing capabilities or liabilities.
“Barry M is a well-established value cosmetics brand, trading in a similar market segment to Warpaint’s cosmetics brands”, said Warpaint, owner of the likes of W7, Technic and Super Facialist.
The rescued supplier – best known for its affordable nail varnishes – had “significant retail distribution channels, with one metre-plus stands in more than 1,300 stores”. Listed by Superdrug, Boots, Sainsbury’s and Tesco, Barry M had about £15m of revenue in the year ended 28 February 2025. Its acquisition, financed from Warpaint’s existing cash resources, will see the closure of its London factory and put about 100 jobs at risk.
Barry M collapsed last month, after 44 years in business. It was founded in 1982 by Barry Mero, aimed at punks and new romantics. Its brightly coloured and sparkly cosmetics later became a favourite of drag queens.
Now run by Mero’s son, Dean, Barry M took a number of financial hits in the past year, including the cost of living crisis, the closure of the UK retailer Bodycare and lost business in the US due to tariff uncertainty.
Plus, a lack of innovation had led to Barry M becoming “a small brand in a sea of new and fun names, which are generating traction through social media marketing”, Patrick O’Brien, retail research director at analytics agency GlobalData, told the BBC.
Also speaking to the BBC, Mintel analyst Clotilde Drapé said Barry M’s troubles reflected a shift in the cosmetics category from the brand’s “bold, pigmented looks” to the “skin-first finishes, hybrid products and sheer, dewy aesthetics” of rivals – often led by celebrities and influencers.
“Consumers now seek brands that combine innovation with skin-enhancing formulations, as seen in K-beauty,” she added.
No comments yet