Make-up brand Barry M bought by rival Warpaint

"One of Britain's last family-run make-up brands has been bought out of administration by cosmetics rival, Warpaint. Barry M, which was set up in north London in 1982 by Barry Mero, collapsed earlier this month. Inspired by the punks and New Romantics of that era, analysts said Barry M had struggled to continue innovating and been overtaken by competitors. The 1.4m takeover by Warpaint will see the closure of Barry M's factory in the capital and puts 100 jobs at risk."

"Patrick O'Brien, retail research director at analytics firm GlobalData, said Barry M had failed to innovate and had instead been "more reactive". He told the BBC the company had also struggled as, despite being stocked in well-known retailers, it faced increasing competition from other brands at similar prices. O'Brien said Barry M had become "a small brand in a sea of new and fun names, which are generating traction through social media marketing"."

"The market has been reshaped by celebrity and influencer-led brands such as Rihanna's Fenty Beauty, Hailey Rhode Bieber's Rhode and Selena Gomez's Rare Beauty, which offer "emotional connections and community", she said. Drape added that make-up trends have shifted from "bold, pigmented looks", Barry M's strong suit, towards "skin-first finishes, hybrid products and sheer, dewy aesthetics". "While bold makeup is making a comeback, consumers now seek brands that combine innovation with skin-enhancing formulations,"

Barry M, founded in north London in 1982 by Barry Mero, collapsed and was bought out of administration by rival Warpaint for 1.4m. The takeover will close Barry M's London factory and endangers about 100 jobs. Barry M was stocked in around 1,300 UK shops including Superdrug, Boots, Sainsbury's and Tesco and was known for bold, eye-catching colours popular with make-up fans and drag queens. Analysts attributed the decline to a failure to innovate and increased competition from similar-priced brands gaining traction via social media. The market has shifted toward influencer and celebrity-led brands offering emotional connections, and trends favor skin-first, hybrid and dewy formulations. Since Mero's death in 2014 Barry M has been run by his son, Dean M.

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