Warpaint London’s update for 2024 on Thursday also came with the news that it has seen a positive start to 2025.

The affordable beauty specialist that owns the W7 and Technic brands said revenue for 2024 should come in at approximately £102 million once the figures have been audited and signed off. That would be up from £89.6 million in 2023, with profit before tax to be up at around £24 million from £18.1 million.

As mentioned, the strong trading performance has continued into January 2025, with revenue approximately 15% ahead of January 2024, and at an improved margin.

The full results won’t be available until late April, but for now, CEO Sam Bazini said: “I am pleased with the group’s performance in 2024 and the strong start to 2025, despite ongoing consumer spending headwinds. It was also pleasing that improved margins were maintained throughout the year.

“We expect to see continued growth across the group in 2025 and we look forward to completing the acquisition of Brand Architekts later this month and integrating the business into the group.”

Warpaint announced last month that it would be buying Brand Architekts in a deal valuing the acquisition at £13.88 million and that it saw it as a way to boost growth. 

That came after a year in which it had been announcing a generally buoyant business and new deals for its products to be made available in retailers across the UK, Europe and US.