(qlmbusinessnews.com . Tue 10th Feb, 2026) London, UK —
End of an Era: Barry M Falls into Administration, Warpaint Steps In
In a significant move within the British cosmetics industry, Warpaint has acquired its competitor, Barry M, one of the UK's final family-operated makeup enterprises, following its fall into administration. Established in North London in 1982 by Barry Mero, Barry M faced financial difficulties and eventually entered administration earlier in the month.
Barry M, renowned for its vibrant makeup palettes influenced by the punk and New Romantic movements of the early '80s, has reportedly faltered due to a lack of innovation, allowing its competitors to surge ahead. The acquisition by Warpaint, valued at £1.4 million, unfortunately, leads to the shuttering of Barry M's London manufacturing site, endangering around 100 jobs.
This makeup brand has been a popular choice among makeup enthusiasts and drag artists, celebrated for its bold colour selections. It's widely available across the UK, being stocked in about 1,300 stores including high street staples such as Superdrug, Boots, Sainsbury's, and Tesco.
Experts point to Barry M's struggles to keep pace with market demands and the increasing competition from other brands offering similar price points, despite its presence in major retailers. Patrick O'Brien, the retail research director at GlobalData, remarked that Barry M had become more reactive than proactive in its approach to innovation. Additionally, the company has found it challenging to distinguish itself amidst the influx of exciting brands gaining popularity through savvy social media marketing campaigns.
The beauty industry's landscape is evolving, influenced significantly by celebrity and influencer-driven brands like Fenty Beauty by Rihanna, Hailey Rhode Bieber's Rhode, and Selena Gomez's Rare Beauty. Such brands have carved out niches by fostering emotional connections and community, according to Mintel analyst Clotilde Drape. Drape further noted the shift in makeup trends towards more natural, skin-enhancing products, moving away from the bold, pigmented looks that were Barry M's hallmark.
Since the passing of Barry Mero in 2014, his son Dean Mero has taken the helm. Reflecting on his father's vision, Dean recounted his father's ambition to cater to the colourful and bold tastes of the early '80s youth, aiming to provide a then-unprecedented range of 100 colours.
In its latest financial outlook, Barry M reported sales of £15 million for the year ending in February 2025. Warpaint, meanwhile, has acknowledged the acquisition's potential to boost its market presence but also warned of lower annual profits due to challenging market conditions and the impact of US tariffs announced during Donald Trump's presidency. Despite expecting an increase in sales to £105 million for 2025, Warpaint projects a decrease in underlying profit.
Warpaint, owner of cosmetic lines including W7, Technic, and Man'stuff, views the acquisition of Barry M as strategic, following its past success in integrating brands such as Fish Soho and Dirty Works into its portfolio. The deal, pending court approval, signifies a key development in the UK cosmetics industry, marking the end of an era for Barry M while opening a new chapter under Warpaint's stewardship.
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