In a surprising turn of events, the iconic make-up brand Barry M has been acquired by its rival, Warpaint! But this isn't just any ordinary business deal. It's a story of a beloved brand's journey and the ever-changing beauty industry.
Barry M, known for its vibrant and bold colors, has been a staple in the make-up kits of enthusiasts and drag queens alike. With a presence in over 1,300 stores across the UK, including major retailers like Superdrug, Boots, Sainsbury's, and Tesco, it seemed like a force to be reckoned with. But here's where it gets interesting: industry experts believe Barry M fell short in innovation, reacting to trends rather than setting them.
Patrick O'Brien, an analyst at GlobalData, pointed out that while Barry M had a strong retail presence, it struggled to stand out amidst the rising competition. The brand found itself lost in a wave of new, trendy names that were dominating social media. And this is the part most people miss - the power of social media marketing in today's beauty industry.
Since the passing of Barry Mero, the brand's founder, in 2014, his son Dean Mero has been at the helm. Dean shared his father's vision of catering to the unique styles of the 80s, offering a wide range of colors beyond the typical. The goal was to reach 100 colors, a feat no other make-up company had achieved.
As of February 2025, Barry M's sales stood at £15 million. Warpaint, the new owner, revealed that its full-year profits would take a hit due to market challenges and US tariffs imposed by President Donald Trump, which impacted their US operations. Despite this, Warpaint predicts a sales boost by incorporating Barry M into its portfolio, which already includes popular brands like W7, Technic, and Man'stuff.
Is this a tale of a brand losing its edge, or a strategic move by Warpaint to dominate the market? The beauty industry is notorious for its trends and fickle nature. What do you think the future holds for Barry M under Warpaint's ownership? Will it regain its former glory or fade into the background? Share your thoughts below!
