Warpaint London, the bold and ever-expanding force in colour cosmetics, is celebrating a standout performance in 2024, with record-breaking sales, rising profits, and momentum continuing into 2025.

The beauty powerhouse — home to brands like W7, Technic, Skin & Tan, Super Facialist, Dirty Works, and Fish Soho — announced that its revenue for the year ended 31 December jumped 13% to £101.6 million. Growth was seen across the board: EU revenue climbed 22% to £54.7 million, UK revenue rose 8% to £35 million, and US revenue surged 19% to £8.7 million (22% in USD terms).

Warpaint

Online direct-to-consumer sales played a growing role too, with a 35% leap to £8.4 million, now representing 8.3% of total group sales — up from 6.9% in the previous year.

Even amid macroeconomic headwinds, Warpaint’s strategy delivered results. Adjusted pre-tax profit soared 33% to £24.2 million, and the gross profit margin rose by 130 basis points to 39.9%.

The company attributes its success to a consistent and sharply focused retail strategy — growing shelf space with existing partners, onboarding new retailers globally, and building a stronger online presence. In the UK, the Technic range launched in 202 Morrisons stores, while Boots dramatically expanded Warpaint’s retail space by over fourfold. Further rollouts at Superdrug and Tesco cemented the brand’s position on the high street.

Stateside, the company made major strides by expanding W7 across 387 additional CVS stores, fulfilling a major order from Walmart, and expanding further with Five Below.

Warpaint also broadened its portfolio through the acquisition of Brand Architekts in February, bringing brands like Skin & Tan, Super Facialist, Dirty Works, and Fish Soho under its umbrella. These additions are already gaining international traction, and integration into the group is progressing smoothly.

Chairman Clive Garston struck an optimistic tone: “The board expects the group performance to remain strong and for sales and profits to continue to grow over the remainder of 2025 and beyond.”

As for the impact of new US tariffs, Garston acknowledged they’ve affected the business — but emphasized the US still represents a small part of Warpaint’s operations. With growth opportunities flourishing in other markets and mitigation strategies already in place, the company doesn’t foresee a material impact on 2025 performance.

All signs point to continued growth — with Warpaint London confidently striding into the future, brush in hand and margins shining bright.