Warpaint London
- Company typePublic
- Founded2002
- HeadquartersIver, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
Warpaint London firmographics
Firmographics- Name
- Warpaint London
- Legal name
- Warpaint London PLC
- Website
- https://warpaintlondonplc.com
- Company type
- Public
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Warpaint London industry classification
Industry- Product category
- Color Cosmetics and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils) (CRABACAG)
- akta.pro secondary industry
- Makeup Brushes & Brush Sets (CRABAKAA)
Keywords
Where Warpaint London is headquartered
LocationHeadquarters
- HQ city
- Iver
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Warpaint London business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Branded Cosmetics Sales: Sale of branded cosmetics under owned brands W7, Technic, and other brand names. W7 represents 64% of branded revenue, Technic represents 36%. Products sold to retailers and distributors globally.
- White Label/OEM Manufacturing: Supply of own-brand white label cosmetics produced for several major high street retailers. Part of the Group's business model alongside branded products.
- International Distribution: Revenue from sales across continental Europe (54% of revenue), US (9%), and 43 other markets (3%). Distributed through local distributors, retail chains, and online marketplaces.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Warpaint London product offering
Product offeringCore offering
Warpaint London PLC designs, develops and supplies an extensive multi-brand portfolio of affordable, high-quality color cosmetics and personal care products, including W7 and Technic (core cosmetics brands), plus Skin & Tan, Super Facialist, Dirty Works, Root Perfect, Fish Soho, Man'Stuff, Body Collection England, Chit Chat, and Barry M. The Group operates an asset-light model with outsourced manufacturing, sells directly to major UK and international retailers, distributes through local partners across 43+ markets, and supplies own-brand white-label cosmetics to high-street retailers.
Product overview
Warpaint London is a UK-based supplier of color cosmetics and personal care products operating a multi-brand portfolio strategy. Its core brands are W7 (color cosmetics, 64% of branded revenue) and Technic (color cosmetics and gifting, 36% of branded revenue). Following its acquisition of Brand Architekts Group plc in February 2025, the portfolio expanded to include Skin & Tan, Super Facialist, Dirty Works, Root Perfect, and Fish Soho, all of which complement the core cosmetics offerings with skincare, tanning, hair care, and personal care products. Additional sub-brands include Man'stuff (men's grooming), Body Collection England (color cosmetics), and Chit Chat (youth/pre-teen cosmetics). In February 2026, Warpaint further expanded by acquiring Barry M, a value cosmetics brand with over 1,300 UK store listings. The Group outsources manufacturing, operates an asset-light model, and sells primarily to UK and European retailers and distributors, with growing presence in the US and other international markets.
Differentiator
Problem solved
Functional benefit
Brands
- W7: Founded in UK in 2002; design-focused cosmetic brand with focus on 16-34 age range; over 600 high quality products sold globally; cruelty-free brand
- Technic Cosmetics
- Body Collection England
- MAN'STUFF
- Chit Chat
- Skin & Tan
- Super Facialist
- Fish Soho
- Dirty Works
- Root Perfect
- Barry M
Products and services
- W7 color cosmetics brand W7 is Warpaint's primary color cosmetics brand, offering more than 600 trend-driven, cruelty-free, vegan makeup products (foundations, eyeshadows, lipsticks, nail varnishes) targeting 16-34 year-old value-conscious consumers. W7 is sold globally and represents 64% of Warpaint's branded revenue.
- Technic cosmetics brand Technic is an award-winning, cruelty-free makeup brand sold in the UK and continental Europe with a significant focus on the gifting market for high-street retailers and supermarkets. It represents 36% of Warpaint's branded revenue.
- Skin & Tan Skin & Tan is a vegan, cruelty-free tanning and skincare brand acquired via the 2025 Brand Architekts transaction. It targets consumers seeking tan-boosting formulations with skincare benefits and has thousands of five-star reviews.
- Super Facialist skincare Super Facialist is a professional facialist-quality skincare brand developed by scientists and skincare experts, offering ingredient-led, cruelty-free products formulated to deliver facialist-quality results at home at affordable prices. Backed by in-house skincare expert Charlotte Connoley.
- Dirty Works Dirty Works is an affordable bathing, gift, and skincare brand offering PETA Cruelty Free body butters, scrubs, fizz bars, and bath bombs across body care, fragrance, and gift categories.
- Root Perfect Root Perfect is the market's most affordable instant root concealer brand, offering precision spray and quick-drying mist formulations that cover root regrowth and greys in seconds for a natural look.
- Fish Soho Fish Soho is a professional-grade, high-performance hair care and styling range offering Original, Super Hold, and Volume collections for diverse hair types and styles, sold through retail and salon channels.
- Man'Stuff grooming range Man'Stuff is a no-nonsense men's grooming and toiletry range offering shower gels, shampoos, beard oils and shaving gels for men seeking essential everyday male grooming products at value price points.
- Body Collection England Body Collection England offers foundations, bronzers, blushers, lipsticks, eyeshadows, nail varnishes, and makeup brushes combining classic colors and luxurious textures with opulent, cruelty-free vegan packaging.
- Chit Chat pre-teen cosmetics Chit Chat is a trendy, playful, colorful cosmetics and toiletries brand aimed at pre-teens, offering pocket-money-friendly items through to gift sets as an affordable introduction into beauty routines.
- Barry M value cosmetics brand Barry M is a well-established UK value cosmetics brand known for colorful nail varnishes and affordable vegan/cruelty-free makeup, with significant UK retail distribution across 1,300+ stores (Superdrug, Boots, Sainsbury's, Tesco, Priceline Australia) following Warpaint's 2026 acquisition.
- Own-brand white label cosmetics manufacturing Warpaint supplies own-brand white-label cosmetics produced for several major UK high-street retailers, leveraging its in-house formulation (Badgequo) and outsourced manufacturing base to deliver retailer-owned cosmetics ranges.
Quantifiable outcome
- Revenue more than doubled over five years with gross profit margins improving from 31% in 2020 to 45% in 2025
- +3 more outcomes
Companies that use Warpaint London
Customer profileNamed customers16 records
Segments8 records
Ideal customer profiles3 records
Warpaint London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Warpaint London partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Dirk RossmanncoreW7 products launching in 2,200 Dirk Rossmann stores in Germany. Represents major European retail expansion for the W7 brand.
- Ulta BeautycoreNew partnership with Ulta Beauty to launch an online Christmas gift range in the US market in 2026. Represents expansion of Warpaint's US retail presence beyond existing Walmart, CVS, and Sally's Beauty relationships.
- Barry McoreWarpaint acquired the Barry M cosmetics brand out of administration for £1.4 million cash. Acquisition includes intellectual property, stock, and order book but excludes manufacturing operations and liabilities. Barry M is a value cosmetics brand with distribution in over 1,300 stores including Superdrug (650), Boots (420), Sainsbury's (120), Tesco (50), and Priceline Australia (90). Expected to strengthen Warpaint's UK high street presence.
- Tigotà (Italy)minorW7 launched in 200 Tigotà stores across Italy, with a capsule collection going into an additional 400 stores.
- Brand Architekts Group PLCcoreWarpaint acquired Brand Architekts for £13.88 million in a deal valuing shares at 100% premium. Funded by £14 million share placing. Acquisition brings brands including Skin & Tan, Super Facialist, Dirty Works, Root Perfect, Fish Soho, and MR Solutions. February 2025 completion.
- Planet MarkminorEnvironmental certification partner. In 2024, work with Planet Mark extended to measure and report Scope 3 emissions on a certified basis commencing in 2025. Warpaint and Badgequo achieved Year 2 business certification.
- Tesco Food Bank Donation ProgramminorPartnership with Tesco where any W7 products remaining in store after short term promotions are donated to food bank collection points at front of all large Tesco stores.
- AmazonminorE-commerce marketplace partner for W7 products in the US market through Amazon platform.
- Alibaba (Tmall, Xiaohongshu)minorE-commerce partnerships for W7 online sales in China through Tmall and Xiaohongshu platforms.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Warpaint London competitors and assessment
Company assessmentBroad incumbents
- L'Oréal: World's largest beauty company (EPA: OR) whose Consumer Products Division (Maybelline, NYX, Garnier) directly overlaps with Warpaint's value color cosmetics space. Comparability on channel and product mix; dramatically larger scale and marketing budget.
- Puig: Spanish multinational beauty and fashion house (owns Charlotte Tilbury, Byredo, Jean Paul Gaultier fragrances). Comparable on multi-brand beauty portfolio strategy and global retail distribution; significantly larger scale and premium-tier focus.
- Coty Inc. Global mass-market beauty company (NYSE: COTY) with brands including Covergirl, Max Factor, Rimmel London and Sally Hansen. Comparable on mass-market color cosmetics segment and retailer relationships, though significantly larger and broader in portfolio.
- Revlon: Iconic US mass-market color cosmetics company (NYSE: REV) that emerged from Chapter 11 in 2023. Comparable on color cosmetics product category and mass-market channel strategy; recent bankruptcy and restructuring highlight segment-level financial fragility for value-tier players.
Direct peers
- NYX Professional Makeup (L'Oréal): L'Oréal-owned affordable professional makeup brand. Direct competitor in value color cosmetics with strong social media presence and similar 16-34 demographic targeting; access to L'Oréal scale, marketing and global distribution differs from Warpaint.
- THG Holdings (The Hut Group): London-listed beauty and wellness group owning brands and platforms (Beauty division including Espa, Illamasqua, Glossybox, Lookfantastic). Comparable on multi-brand beauty strategy, retailer/distributor mix and global e-commerce footprint.
- e.l.f. Beauty: US-listed (NYSE: ELF) affordable color cosmetics and skincare company with a multi-brand portfolio (e.l.f. Cosmetics, e.l.f. SKIN, Well People, Keys Soulcare). Direct strategic comparable on value-positioning, channel-led GTM and brand-acquisition playbook.
- Revolution Beauty Group: London-listed (AIM) value color cosmetics and skincare company selling through retailers globally (Boots, Superdrug, Ulta, Walmart). Closest UK-listed comparable to Warpaint given overlapping price points, mass-market channel strategy, multi-brand portfolio and similar regulatory/macro exposure.
- Charlotte Tilbury (Puig): Premium color cosmetics brand owned by Puig since 2020. Comparable on color cosmetics product category, global retail distribution and influencer-led marketing; differs on premium positioning vs Warpaint's value focus.
Emerging players
- Inter Parfums: US-listed (NASDAQ: IPAR) fragrance and cosmetics company producing under licensed brands (Coach, Mont Blanc, Jimmy Choo). Comparable on outsourced/licensed manufacturing model and brand portfolio strategy; less direct color cosmetics overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Warpaint London social profiles
Digital presenceWarpaint London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Warpaint London leadership team
Management profileNumber of profiles
Profiles8 records
Warpaint London subsidiaries and ownership
Company hierarchySubsidiaries3 records
Warpaint London funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Warpaint London M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Warpaint London
What does Warpaint London do?
Warpaint London PLC designs, develops and supplies an extensive multi-brand portfolio of affordable, high-quality color cosmetics and personal care products, including W7 and Technic (core cosmetics brands), plus Skin & Tan, Super Facialist, Dirty Works, Root Perfect, Fish Soho, Man'Stuff, Body Collection England, Chit Chat, and Barry M. The Group operates an asset-light model with outsourced manufacturing, sells directly to major UK and international retailers, distributes through local partners across 43+ markets, and supplies own-brand white-label cosmetics to high-street retailers.
Is Warpaint London a public or private company?
Warpaint London is a public company. It is classified as public and is currently operating.
When was Warpaint London founded?
Warpaint London was founded in 2002. It employs 51 to 100 people.
Where is Warpaint London based?
Warpaint London is headquartered in Iver, United Kingdom, in the Europe region.
How does Warpaint London make money?
Three revenue lines are on record. Branded Cosmetics Sales are the primary driver. The others are white Label/OEM Manufacturing and international Distribution.
Who are Warpaint London's main competitors?
Broad incumbents on record are L'Oréal, Puig, Coty Inc. and Revlon. Direct peers are NYX Professional Makeup (L'Oréal), THG Holdings (The Hut Group), e.l.f. Beauty, Revolution Beauty Group and Charlotte Tilbury (Puig). Inter Parfums is listed as an emerging player.
Does Warpaint London have an API?
No public API is recorded for Warpaint London.
What industry is Warpaint London in?
Warpaint London's product category is Color Cosmetics and Personal Care. Its primary akta.pro industry code is CRABACAG, Body & All-Over Color (Body Makeup, Leg/Body Tint, Glitter, Shimmer Oils), with a secondary code of CRABAKAA, Makeup Brushes & Brush Sets. Its NAICS code is 456120 and its SIC code is 2844.