Barry M, the iconic cosmetics brand known for its vibrant nail varnishes, has been acquired by rival Warpaint for £1.4 million following its entry into administration. The acquisition marks the end of 44 years of family ownership. Warpaint, which owns other cosmetics brands such as W7, announced the purchase included Barry M’s intellectual property, stock, and order book.
Founded in 1982 by Barry Mero, the brand gained popularity for its affordable products sold through major retailers like Boots and Superdrug. After Mero’s passing in 2014, his son, Dean Mero, took over the business. Despite attempts to modernize the brand last year, Barry M faced challenges such as rising costs and decreased consumer demand.
Warpaint reported that Barry M generated approximately £15 million in revenue for the year ending February 28, 2025. The acquisition will be financed using Warpaint’s existing cash resources, as the company aims to expand its footprint in the UK market. They anticipate total revenue for the upcoming year to reach £105 million, driven by new retail partnerships with Tesco, as well as continued sales through existing channels.
In a statement, Warpaint’s Chief Executive Officer, Sam Bazini, acknowledged the current economic challenges, including a loss of around £2 million due to uncertainties surrounding US tariffs. He expressed optimism about 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 rollouts with our full-year results in April.”
The news of the acquisition did not positively impact Warpaint’s stock price, with shares declining by 0.97 percent to 198.06 pence following the announcement. Nonetheless, the acquisition of Barry M is seen as a strategic move to bolster Warpaint’s position within the competitive cosmetics market.
As Warpaint prepares to integrate Barry M into its operations, the future of the brand, once a staple in the beauty industry, remains to be seen. The company aims to leverage its resources to reinvigorate the brand and adapt to the changing consumer landscape.
