About Benjamin Moore

Gennex waterborne colourants are what sets Benjamin Moore paints apart from the competition. Typical colourants contain chemicals that weaken paint, make it thinner and more difficult to apply. These chemicals are necessary to ensure the colourant will mix with both solvent and water-based paints, but they reduce the paint's washability, allowing colour to rub off and fade. The darker the colour, the worse the performance becomes.

We make our own colourants, designed specifically for our paints, so we can remove the chemicals that weaken paint and deliver the same exceptional performance no matter how dark colour. What we ended up with is a colourant formula that's better, stronger and simpler. Gennex waterborne colourants give our paints vibrant hues that last for years.

The durability of paint tinted with conventional colourant drops significantly as the depth of the colour increases. But the durability of paint tinted with Gennex colourants remains consistent across all colour depths. Benjamin Moore extends its durability testing to its deepest colours, not just the whites, so you can be sure the deepest colours are just as washable and durable as the pales.

Our colour consistency is the precise result of Benjamin Moore paint and Benjamin Moore Gennex colourant, together. This particular pairing is what makes Benjamin Moore products impossible to replicate.
Mismatched colours are often not evident until the paint is on the walls, and the results can be disappointing. Competitors may claim they can match Benjamin Moore colours, but the truth is that they can't.

When a competing store offers to match a Benjamin Moore colour, their scanner simply provides its "best guess" for matching the colour using another paint, generic colourants and a different tinting system. While it may be close, the final result is not the colour you spent days or weeks deciding upon.

Be sure that the colour you picked is the colour you get.
Authentic Benjamin Moore colours are only available from Benjamin Moore

More than 100 chemists, chemical engineers, technicians and support staff, work tirelessly to ensure our formulations are best-in-class. There are eight research and development laboratories at our research facility. Each lab focuses on a different area of expertise, from evaluating colour standards to enhancing high-performance coatings designed for industrial facilities. We continually test and improve our existing products, while researching and developing new products to meet our customers' needs.

The better the resins and colourants, the better the paint. We manufacture our own resins—the binders that make the film and finish of a paint. We also create our own colourants, the pigments that give paint its unique colour and hiding characteristics. We take these proprietary ingredients and custom formulate them to optimise their performance in each of our products. You might call this process the key component of our competitive advantage.

Every product is designed to perform—crafted to serve a specific role and deliver specific benefits. It’s the not-so-secret secret behind our extraordinary application properties, durability, and longevity.
Many of our products offer unique technologies that deliver specific performance benefits above and beyond the competition. Here are a few examples of our unique technologies.

Aura®

Aura paint features Colour Lock® technology. The ground breaking technology that protects paint colours from fading and rubbing off - even after repeated washing. Colour pigments are encapsulated into the paint with proprietary resins, locking them into the paint film. This means Aura Paint resists scuffs, scratches, streaking, water spotting, and is mildew-resistant. Surfaces keep their freshly-painted look for years.

Eco Spec

With minimal VOCs and zero emissions, Eco Spec® is the perfect choice when an eco-responsible interior paint is required. The asthma & allergy friendly® Certification Program independently tests and identifies consumer products that are more suitable for those living with asthma and allergies. Eco Spec® has earned the Certification Mark by achieving the Program's strict criteria for VOC emissions and performance.
*The CERTIFIED ASTHMA & ALLERGY FRIENDLY Mark is a Registered Certification Mark of the ASTHMA AND ALLERGY FOUNDATION OF AMERICAN and ALLERGY STANDARDS LTD.

Ultra Spec 500®

Ultra Spec 500 is a professional-quality paint ideal for residential and commercial projects. Professionals appreciate its excellent hiding power and touch up properties, great flow and levelling and easy application. When tinted with Gennex® colourant, the whole line delivers minimal VOCs, even in the darkest shades.

It uses Benjamin Moore’s patent-pending cross-linking resin technology, that delivers increased durability of the dry paint film and significantly extends the life of the coating. As a result, Ultra Spec 500 withstands repeated washing without damaging the finish.

Benjamin Moore recognizes that we have social, environmental and economic responsibilities to our stakeholders. We are invested in reducing our impact on the planet, offering a safe and inclusive workplace for all employees, and giving back where we live and work.
In the area of product, the Green Promise® designation is Benjamin Moore's assurance that its eco-conscious paints meet and exceed the strictest industry standards, while also delivering the premium levels of performance you expect from Benjamin Moore. Benjamin Moore has applied the toughest standards to create a "Green Promise" designation so that you know the paint that's contained within goes above and beyond standard green expectations.
When we launched Gennex, we were the first company in the U.S. to introduce a minimal-VOC (Volatile Organic Compounds) waterborne tinting system. The innovation of Gennex means even in the darkest colours our tinted paint retains the lowest VOC* rating, an impossibility with generic, all-purpose colourant.

VOC levels are cited on all of our products. Since our products are manufactured and sold in North America as well as imported into Australia, our product labels, data-sheets and US generated marketing materials include statements relating to US legislation and US industry guidance. In particular, the US market allows for products containing less than 1g/l VOC to use the designation "zero VOC". In Australia, whilst we could make this claim as there is no VOC legislation disallowing this, we have decided to use ‘minimal VOC’ in Australia to fit better within the VOC terminology generally used throughout the local industry and so ensure we are not misleading in any way.