Barry M

Barry M is a British cosmetics company founded in London in 1982 [1][4], specialising in colour-led makeup and nail products. It was started by Barry Mero, who began selling nail polishes from a stall in his mother's front garden in East London and later traded at Ridley Road Market before launching his own brand [4]. The company remains independent and family-run, and describes itself as cruelty-free since its founding and fully vegan since 2020.

The brand built its early identity around nail varnish and bold colour, and it continues to position itself around self-expression rather than a single product hero. It is sold widely through high-street retailers and online.

Barry Mero entered the trade young, selling nail polishes as a boy from a stall in front of his mother's home before moving into retail at Ridley Road Market in East London [4]. In 1982 he launched the brand under his own name, debuting with 100 shades of nail polish. Through the 1980s and 1990s the range expanded into makeup, including early novelty items such as a white eyeliner and fluorescent nail paint.

The company is headquartered in Mill Hill East, London. According to the company, the founding factory dates to 1982, with a new, purpose-built facility opening in 2017.

Barry Mero died in 2014, and the business has since been led by his son, Dean Mero, together with his widow, Maxine Mero [4]. The company opened a new North London factory in 2017 and, in 2020, says it made its entire product range 100% vegan [3].

In 2022 the brand marked its 40th anniversary, an occasion accompanied by a BBC documentary and an event at Somerset House. Its own history page also references a "new era" launch announced for 2025 [1].

Barry M describes itself as "an independent, family-run business which started and continues to grow in London." It has no parent company or recorded acquisitions, and is run by members of the founder's family.

The company frames itself as a brand "for the fearless, the creative, the unapologetic," built on "bold, fearless colour" [1]. On its own history page it likens its disruptive intent in beauty to punk's impact on music. Its stated pricing approach is to offer cruelty-free, vegan products without premium prices, and it supplies mass-market retailers including Boots, Superdrug, ASOS, PYT and Tesco.

Barry M is known for a handful of recognisable lines: Dazzle Dust, a loose-powder eyeshadow; Crackle Effect Nail Paint; the colour-changing Genie Lip Paint; and Matte Me Up Lip Kits. The brand describes Dazzle Dust as a long-running, award-winning cult eyeshadow available in more than 90 shades [5]. Nail polish remains central to the line, which spans finishes such as glitter, gel-effect and quick-dry.

The company says it has been cruelty-free since 1982 and became 100% vegan across its range in 2020 [3]; Wikipedia separately records that it removed all animal by-products from its products in 2021 [4]. No third-party cruelty-free or vegan certifications are named on the brand's site, though Wikipedia notes a Naturewatch Foundation cruelty-free listing [4].

Under a "Planet Conscious Beauty" programme, Barry M states that its products contain at least 30% post-consumer recycled or PET plastic, that it is introducing post-industrial recycled glass, and that it has reworked its palettes — removing magnets, elastic bands and mirrors — to make them fully recyclable. It also says its parcel materials use at least 65% recycled content.

Manufacturing is split: the company states that around 70% of its range is filled at its North London factory [3], while Wikipedia reports that products are made in the UK and China, and that the brand is not sold in mainland China because of animal-testing requirements there [4].

Barry M is an active, independent UK brand. It operates a live e-commerce site and active social channels, completed its move to a fully vegan range in 2020, and marked its 40th anniversary in 2022, with a "new era" announced for 2025 [1]. Its primary markets are the United Kingdom and Europe.