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Warpaint London PLC, the owner of the W7 brand, officially announced the acquisition of the iconic British cosmetics firm Barry M for £18.3 million in London on Friday, aiming to consolidate its position in the affordable beauty market. The deal marks the end of an era for the London-based company, which was established in 1982 by Barry Mero and remained one of the last prominent family-owned makeup businesses in the United Kingdom. This strategic merger allows Warpaint to expand its retail footprint and logistical capabilities by integrating a brand that has maintained high customer loyalty for over four decades. Under the terms of the agreement, Warpaint will pay £13.8 million in cash upon completion, with the remainder of the £18.3 million valuation covered by the issuance of new shares to Barry M's current owners. The acquisition is expected to yield significant synergies, particularly in distribution and product development. Barry M, famous for its pioneering "Dazzle Dust" and high-quality nail varnishes, reported revenues of approximately £19.1 million for the last fiscal year, making it a highly profitable addition to Warpaint's growing international portfolio. The transition comes at a time of increased consolidation within the global beauty industry, as heritage brands seek the financial backing of larger publicly traded entities to combat rising operational costs and intense competition from digital-first startups. While the ownership is changing, Warpaint has indicated it intends to preserve the unique brand identity of Barry M, ensuring its continued presence on the shelves of major UK retailers like Boots and Superdrug. This move is projected to be immediately earnings-enhancing for Warpaint shareholders, according to the company's financial advisors.