Warpaint Buys Barry M Makeup Brand

The makeup brand Barry M has been bought by Warpaint London for £1.4 million. Warpaint will now own the Barry M name and its products. Barry M faced tough competition. This deal helps Warpaint grow its business.
By Newsroom | Business, Beauty |

Warpaint London has purchased the Barry M brand out of administration for £1.4 million, signaling a shift for the well-known British cosmetics company. The deal, which covers the Barry M name, intellectual property, stock, and order book, is subject to court approval. This move comes as Barry M, a family-owned business celebrated for its vibrant color cosmetics, faced increasing competition. Warpaint, which owns brands like W7 and Technic, aims to leverage Barry M's established retail presence to expand its market reach.

Make-up brand Barry M bought by rival Warpaint - 1

Financial and Operational Details of the Acquisition

The acquisition was announced alongside a trading update from Warpaint London.

Make-up brand Barry M bought by rival Warpaint - 2

  • Purchase Price: Warpaint London acquired the Barry M brand for £1.4 million in cash. This sum is to be funded from the company's existing cash reserves.

  • Assets Acquired: The deal includes the Barry M brand name, intellectual property (IP), stock, and order book. Importantly, Warpaint is not acquiring any manufacturing capabilities or liabilities associated with Barry M.

  • Barry M's Financials: The Barry M brand generated approximately £15 million in revenue for the year ending February 28, 2025. Profitability figures for Barry M were not disclosed in the provided information.

  • Warpaint's Financial Position: Warpaint reported cash balances of £18 million as of January 31, 2026, an increase from £9 million the previous year, indicating a strong balance sheet to support the acquisition.

  • Trading Update: Concurrently with the acquisition announcement, Warpaint London issued a trading update indicating that its full-year profits are expected to be lower than previously forecast.

Barry M's Market Position and Challenges

Barry M has held a notable position in the British beauty market, particularly for its distinctive approach to color cosmetics.

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Make-up brand Barry M bought by rival Warpaint - 3

  • Brand Identity: Known for its bright, bold colors, Barry M has been a long-standing favorite among makeup enthusiasts and drag performers. The brand aimed to be the first to produce 100 colors, a goal its founder recalled with pride.

  • Retail Presence: The brand enjoys significant retail distribution, with its products available in over 1,300 stores across the UK. Key retailers include Superdrug, Boots, Sainsbury's, and Tesco. It also maintains direct-to-consumer online sales.

  • Struggles: Despite its strong retail footprint, Barry M faced increasing competition from rival brands offering products at affordable price points. This competitive pressure, coupled with the administration status, led to the sale.

  • Impact on Staff: The acquisition does not protect the more than 100 staff who were employed by Barry M, nor does it include its factory located in the capital.

Warpaint London's Strategic Aims

The acquisition of Barry M aligns with Warpaint London's strategy for growth and market expansion.

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Make-up brand Barry M bought by rival Warpaint - 4

  • Synergies: Warpaint expects the Barry M acquisition to accelerate its penetration into key UK retail channels. The addition of Barry M's shelf space and distribution reach is anticipated to expand Warpaint's physical store presence.

  • Integration Experience: Warpaint has prior experience integrating acquired brands, noting that its Brand Architekts acquisition became profitable within its first year under their management. This suggests a potential playbook for integrating Barry M.

  • Market Segment: Barry M operates in a similar market segment to Warpaint's existing brands, suggesting potential for brand alignment and marketing efficiency.

Procedural Aspects and Future Outlook

The acquisition process involves judicial oversight and anticipates integration into Warpaint's operational framework.

  • Court Approval: The purchase is expected to be cleared in court on Monday.

  • Integration Plan: Pending court approval, there is potential for integration into Warpaint’s existing product and marketing plans.

  • Future Performance: Warpaint has provided a trading update indicating lower than expected full-year profits, alongside the acquisition announcement. The long-term success of the Barry M integration will likely hinge on re-sourcing and maintaining retailer shelf space following its administration.

Sources Used:

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Frequently Asked Questions

Q: Who bought Barry M?
Warpaint London bought the Barry M brand.
Q: How much did it cost?
Warpaint London paid £1.4 million for the brand.
Q: What did Warpaint buy?
They bought the Barry M name, its ideas, and its products. They did not buy any factories or debts.
Q: Why was Barry M sold?
Barry M faced strong competition from other makeup brands.
Q: Does this help Barry M staff?
The deal does not protect the staff who worked for Barry M.