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Paint

Why Choose Benjamin Moore Paints?

Benjamin Moore: History

Benjamin Moore PaintsColor, technology, innovation, and leadership define Benjamin Moore & Co. For more than a century, succeeding in these areas has motivated all who work here, and continues to inspire and direct our growth today. Since 1883, we've created and sold products that preserve, protect, and beautify our homes, buildings, and structures. We excel at creating a portfolio of products that our customers desire and demand.

More than a century of commitment to producing superior products and unrivaled colors has its rewards: Our paint is the number one choice of interior designers. People who choose our products know they'll get the inspiration and support to make their vision reality. They depend on our extraordinary colors and product performance. Their trust defines Benjamin Moore.

Today, Benjamin Moore & Co., a Berkshire Hathaway company, is a high-performing, innovative manufacturer and retailer of quality coatings and provider of related goods and services for decoration and preservation. We continue as a leader in the architectural coatings industry with products that set new standards of excellence. We manufacture at 7 plants, distribute from 22 facilities, and sell the finest paints, stains, and finishes through a network of more than 4,000 independent retailers across North America.

Benjamin Moore: Quality

The better the resins and colorants, the better the paint. Benjamin Moore creates and manufactures its own resins - the binders that make the film and finish of a paint - and colorants - the pigments that give the paint its unique color and hiding characteristics. Then we take these proprietary ingredients and custom-formulate them to optimize their performance in each one of our products. This is a key component of our competitive advantage.

Each product is designed to perform - crafted to serve a specific role, to deliver specific benefits. This is the secret behind the superior performance of Benjamin Moore coatings: extraordinary application properties, durability, scrubbability, and longevity.

Benjamin Moore: Environment

For the last 50 years, every paint manufacturer, including Benjamin Moore, has relied on a universal tint colorant system (UTC) for tinting paint in the retail store. Put simply, these UTCs have allowed us to use one set of colorants to tint both oil- and water-based products. This has offered great convenience at retail, but not without tradeoffs. While a UTC provides good performance in latex coatings, it compromises performance in deep colors. Of greater importance, it can introduce volatile organic compounds (VOCs) where there were none: a conventional zero-VOC paint product tinted with UTC can end up with a VOC emission level over 120 gpl. About five years ago, Benjamin Moore scientists set about developing a zero-VOC waterborne colorant system designed to work exclusively with our newest products and to deliver superior color performance across the color spectrum. Although no regulations exist about adding VOCs to paint at retail, we decided that these new colorants should be zero-VOC.

Here’s why: if we are trying to rid our paint of all VOCs, what is the point of putting them back in at the store? We didn’t want to do that, and we didn’t think our customers would want to either. Five years and millions of dollars later, we succeeded in building a colorant platform that sets the new standard for paint performance and low emissions. In 2005, with the introduction of our Gennex® patented waterborne colorant system, Benjamin Moore established a foundation for the growth of the greenest portfolio of products in the industry. Starting with Aura®, which has revolutionized the industry with its combination of high performance and low emissions, Benjamin Moore is redefining what is possible with environmentally friendly coatings.

Benjamin Moore: Products

Benjamin Moore Aura® Interior Paint

Aura is quite simply the finest paint we've ever made, offering the most advanced way to bring color to life. Using our exclusive Color Lock® technology, Aura paint brings you discernibly richer, truer color. Aura paint covers like no other—even the deepest shades never require more than two coats.

Available In: Eggshell, Satin, Semi-Gloss


Regal® Select Waterborne Interior Paint

Regal Select offers the premium performance and smooth application you've come to expect from our classic paint, with the added benefits of cutting-edge new technologies. Thanks to our proprietary waterborne resins and zero VOC colorants, Regal Select is both a paint and primer in one advanced formula.

Available In: Matte, Eggshell, Pearl, Semi-Gloss


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