The iconic makeup brand Barry M has been sold for £1.4 million after entering administration, marking a significant shift in ownership for the 44-year-old company. The acquisition was made by Warpaint, a rival firm known for its portfolio of makeup brands, including W7. This deal encompasses Barry M’s intellectual property, existing stock, and order book.
Founded in 1982 by Barry Mero, the brand gained popularity for its vibrant nail varnishes and affordable cosmetics, widely available in retailers like Boots and Superdrug. Following Mero’s passing in 2014, his son, Dean Mero, took the helm of the family-run business. Despite efforts to revitalize the brand with a recent rebranding initiative, Barry M struggled under the weight of rising production costs and a decline in consumer demand.
Details of the Acquisition
According to Warpaint, Barry M generated approximately £15 million in revenue for the financial year ending February 28, 2025. The acquisition will be funded through Warpaint’s existing cash reserves. The company anticipates an overall revenue of £105 million for the upcoming year, largely due to planned expansions into new retail channels, including Tesco.
Despite this optimistic outlook, Warpaint acknowledged facing a ‘challenging consumer and customer environment’ and reported a loss of around £2 million linked to uncertainty surrounding tariffs in the United States.
Chief Executive Officer Sam Bazini expressed confidence in the future, stating, “Looking ahead to the new year, we expect to see a return to organic growth across the group and also expect to be able to update the market on further significant new customer roll-outs with our full year results in April.” Bazini emphasized that acquiring Barry M is expected to enhance Warpaint’s presence in key UK retail sectors.
Market Response
Following the announcement of the acquisition, shares in Warpaint experienced a slight decline, falling 0.97 percent to 198.06p. The market’s reaction underscores the challenges that both companies face in navigating a tough retail landscape.
As the new owner, Warpaint aims to leverage Barry M’s established brand recognition to drive future growth. The acquisition not only signifies a shift in ownership but also represents the ongoing evolution within the beauty industry, as companies adapt to changing market conditions and consumer preferences.
Overall, the acquisition of Barry M by Warpaint signals a new chapter for the beloved brand, one that may reignite its presence in the competitive cosmetics market.
