The British makeup brand Barry M has been purchased by War Paint, a company specializing in makeup for men. This acquisition signals a significant move within the beauty industry, potentially reshaping market approaches for both established and emerging brands.
Barry M, known for its vibrant and accessible makeup products, has been a fixture in the British beauty scene for years. War Paint, founded by Daniel Gray, aims to destigmatize makeup for men and expand its accessibility. The terms of the acquisition have not been publicly disclosed, but the deal indicates a strategic expansion for War Paint into a broader market segment.
Business Transactions and Brand Histories
Barry M, founded by Barry Mero, is recognized for popular items such as the Colour Changing Lipstick and In a Flash Quick Dry Nail Polish. The brand emphasizes its commitment to being 100% vegan and cruelty-free. Its products are widely available, including through major retailers like Boots.
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War Paint for Men, established in 2019, set out with the mission to make makeup for men more commonplace. Daniel Gray, the founder, noted the absence of a specific demographic for men's makeup, suggesting a broad appeal. War Paint secured over $1 million in funding in June 2020 to fuel its expansion. The brand has faced public reaction and discussion regarding its approach to men's makeup, as noted by GQ magazine in 2019.
Strategic Rationale and Market Positioning
War Paint's investment from True in 2020 highlighted the firm's alignment with War Paint's purpose-driven mission to change consumer behavior and reduce stigma around men's makeup. This aligns with War Paint's objective to reach men who may not have previously considered makeup. The brand's current retail presence includes online sales and select department stores.
The acquisition of Barry M by War Paint could represent an attempt to leverage Barry M's established brand recognition and distribution network to introduce War Paint's specialized products to a wider audience. Conversely, it might allow Barry M to benefit from War Paint's focused approach to a specific, growing consumer segment.
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Consumer Reception and Brand Development
War Paint for Men has received an "Average" rating of 2.9 out of 5 on Trustpilot, based on user reviews. One user described the brand as a "game-changer."
Barry M is noted for its colorful and trend-driven products, appealing to a broad base of consumers. The brand's association with cult classics and viral items suggests a strong existing customer loyalty.
Potential Market Implications
The acquisition could signal a broader trend of consolidation and strategic partnerships within the beauty industry. As more brands explore gender-neutral and specialized product lines, such as those offered by Fenty and Glossier, the acquisition of a well-established brand like Barry M by a niche player like War Paint offers a unique case study in market expansion.
Other brands in the men's makeup space include Shakeup Cosmetics and Altr London. War Paint has expanded its initial product line to include items such as a makeup remover and primer.
Conclusion
The purchase of Barry M by War Paint marks a significant development. It positions War Paint to potentially access a larger market share by integrating Barry M's existing infrastructure and brand equity. Further analysis will be required to observe how War Paint integrates Barry M's operations and product lines, and what impact this has on both brands' market positions and consumer engagement.
Sources:
The Guardian: "There's no demographic': founder of men's make-up brand War Paint declares victory" (February 23, 2020)
https://www.theguardian.com/business/2020/feb/23/theres-no-demographic-founder-of-mens-make-up-brand-war-paint-declares-victory
Trustpilot: "War Paint For Men is rated "Average" with 2.9 / 5 on Trustpilot" (August 14, 2025)
Boots: "Barry M - Boots" (Accessed by Investigator)
True: "Warpaint — True" (Accessed by Investigator)
Cosmeticsdesign-europe.com: "War Paint founder: We want to mainstream men's make-up ‘everywhere in retail’" (January 22, 2020)
https://www.cosmeticsdesign-europe.com/Article/2020/01/22/Male-beauty-brand-War-Paint-wants-to-overhaul-stigma-and-mainstream-make-up-for-men/
GQ Magazine: "War Paint thought they'd created the perfect make-up for men. The internet disagreed" (May 18, 2019)
The Guardian: "Barry M: the king of colour" (July 2, 2018)
https://www.theguardian.com/fashion/2011/dec/11/barry-mero-interview-make-up
Beauty Independent: "Men’s Makeup Brand War Paint Secures More Than $1M To Propel Expansion" (June 9, 2020)
https://www.beautyindependent.com/mens-makeup-brand-war-paint-more-than-1-million-expansion/
This Is Money: "Make up brand Barry M bought out of administration by rival for £1.4m" (Published recently, date and link were visible in initial data)
https://www.thisismoney.co.uk/money/markets/article-15541763/Make-brand-Barry-M-bought-administration-rival-1.4m.html?nscampaign=1490&ito=1490
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