# Edgy Cruelty-Free Cosmetics Barry M Beauty's Rebrand Embraces Its Rebellious Roots By Laura McQuarrie | Published 2025-03-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/barry-m-beauty References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/barry-m-debuts-most-rebellious-rebrand-in-history) & [barrym](https://barrym.com/)  [Barry M Cosmetics](https://www.trendhunter.com/trends/pride-celebration) is now [Barry M Beauty](https://www.trendhunter.com/trends/power-play-shake), and its rebranding revisits its rebellious origins to appeal to a new generation of consumers. “Beauty is no longer about looking ‘perfect,’ it is about [authenticity](https://www.trendhunter.com/trends/we-belong-to-something-beautiful),” Barry M Cosmetics Managing Director Dean Mero revealed to Cosmetics Business, “Consumers are moving away from wanting to see airbrushed ideals and embracing individuality, whether that means unretouched skin, unconventional features or self-expression through tattoos and piercings." As such, Barry M Beauty is transitioning away from polished aesthetics in favor of looks that are raw, edgy, and expressive. To usher in its newest era, the British heritage brand shot a campaign on the streets of East London featuring content creators who are loyal fans. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 72% | Activity: 83% | Freshness: 37% - Audience gender: 30% men, 70% women - Primary generations: Gen Z - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Authenticity-driven Beauty:** There's a growing consumer desire for cosmetics that celebrate individuality and imperfection, pushing brands to focus on real, unfiltered beauty experiences. - **Content Creator Collaborations:** Brands are increasingly partnering with social media influencers to create authentic, relatable content that resonates with a community-driven audience. - **Urban Rebranding:** Cosmetics companies are tapping into urban subcultures to redefine brand image with edgier, street-inspired aesthetics that appeal to younger demographics. ### Who This Affects Most - **Cruelty-free Cosmetics:** The shift towards cruelty-free production reflects a broader industry commitment to ethical standards and appeals to increasingly conscientious consumers. - **Social Media Marketing:** Leveraging social media platforms for marketing and brand storytelling helps reach dynamic audiences with engaging, authentic narratives in real-time. - **Personal Care and Beauty:** The evolving perception of beauty towards acceptance and self-expression unlocks new product development opportunities in the personal care industry. ## Related on Trend Hunter - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Beauty Discovery Cosmetic Collections](https://www.trendhunter.com/trends/trouble-maker-cosmetics.md) - [Milestone Beauty Campaigns](https://www.trendhunter.com/trends/rebellious-by-nature.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Versatile Vibrantly Packaged Cosmetics](https://www.trendhunter.com/trends/polite-society-1.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md)