The ads target women aged 16 to 24 and promote the brand's full range of brightly-coloured products, which includes lip liners, nail varnishes and eye shadow.
The national campaign was created by The Teds Agency and Gloss Media. TV ads show a ‘rock chick' carrying a guitar before the ‘screen comes alive with music and Barry M's 300 vibrant colours'.
The company said it decided to launch a TV campaign following three years of remarkable growth.
TV ads, which run for a month from 21 May, will be supported by press and online activity. This will include the launch of a host of social media and web-based initiatives.
Barry M Cosmetics was created in 1982 by Barry Mero. The brand is now available in more than 800 Superdrug and Boots outlets nationwide.