Technolgies and innovationsPremium American Brand

The strong position of Benjamin Moore brand mainly is a results of activity in the field of laboratory investigations. The team of specialists from R&D Department develope innovative, often pattented solutions and technologies utylized in the paints and lacquers production process.    

Thanks to mentioned above achievements Benjamin Moore & Co. offers to all consumers exclusive, exceptional paints of the higher quality. 


"Benjamin Moore's prime objective: first-class paint at all times. Better tomorrow than yesterday." - Warren Buffett

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 exclusive paints. 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.

The brand hologram - „Close Enough is Not Good Enough”


For authentic Benjamin Moore colors, insist on Benjamin Moore paint.  

Mismatched colors 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 colors, but the truth is that they can’t.

You can only get true Benjamin Moore colors using Benjamin Moore paint. The reason lies in our manufacturing process. Our paints are created using proprietary colorants and resins and formulated with our patented waterborne technologies. This highly controlled system ensures the quality of Benjamin Moore paints and the purity of our colors.

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

Be sure that the color you picked is the color you get. Authentic Benjamin Moore colors are only available at your local Benjamin Moore retailer.

That's why our all colors are an exceptional and so pure! 


Working smart and green.
We're committed to developing products that minimize our impact on the environment.

Years before government requirements, we eliminated lead, formaldehyde, and mercury from our paints and met VOC standards and REACH requirements.

We reduce the VOC content in our paints by the introduction of Aura® and above all Natura®, totally free of VOC compounds. 



Green Promise™ is a best proof that we pay a special attention to the protection of environment and our consumers safety. 

Naturally the biggest possibilities in these fields gave us the introduction of innovative, "green" tinting system GENNEX PLATFORM which serves us and our customers since 2006.       


The best solutions.  

In eight research and development laboratories at our 80,000-square-foot facility in Flanders, New Jersey, more than 100 chemists, chemical engineers, technicians, and support staff ensure that our formulations are best in class, whether commercial or premium coating.

Each lab focuses on a different area of expertise, from evaluating color standards to enhancing high-performance coatings designed for industrial facilities. We continually test and improve our existing products before they go to market and continually research and develop new products to meet our customers’ needs. This commitment to research and innovation has led Benjamin Moore to a number of industry firsts.  


We treat our paints badly ...

At our outdoor "test farm", we subject our coatings to every kind of weather condition for months or even years.

Data gathered from more than 22,000 panels provide our chemists with invaluable insights and information.

Detailed analysis of the achieved results with connection with laboratory tests in conditions of accelerated aged let us to carry out the best modifications.  

Popular Science award „Best of What’s New”.  

Aura®  product line with ColorLock® Technology gained the prestigious award of the famous magazine "Popular Science". They used the name "Super Paint".  Aura sets the new standards, presents completely new technology and shifts a quality of acrylic paint to a highest level.  

Aura. The finest paint we have ever made!  


NATURA - created to protect you, your family and the environment.

2009 was a next breakout in the the paint chemistry and brand developement. In this year Natura® appeared on the market. Benjamin Moore has painstakingly evaluated more environmentally friendly raw materials for the formulation of this paint. Third-party testing shows that Natura® emits lower total volatile compunds than other national zero-VOC products. With zero VOCs in both the base and colorants, Natura® can be tinted to match any color.