Authorized dealer since 2016
The color is the easy part.
More than 3,600 colors, and every one of them tinted here with Gennex colorant, in the line that suits the wall you are putting it on. You buy this paint from a dealer, and the dealer's advice comes with it.
Why
Three hundred days of direct sun is the whole problem.
What holds on a south elevation in Phoenix is not what holds anywhere else. UV breaks the resin down before anything else fails, and the weaker the resin the sooner the wall goes chalky and the color drifts.
Benjamin Moore builds its own resins and mills its own pigment, which is why the deep bases cover here in two coats and why an exterior at LRV 30 still reads as the color you picked in the fourth summer.
Every color is tinted with Gennex, Benjamin Moore’s own zero-VOC colorant, dispensed by formula at every dealer. So a gallon you buy in March matches the one you buy in September, and we can hit the same wall twice.
History
A hundred and forty-three years, and still family-run when Berkshire bought it.
The moments that made the paint.
1883 · New York, NY
Two brothers and one product
Benjamin Moore and his brother Robert start the company with $2,000 and a single line, Moore's Prepared Calsom Finish. It stays family-run for the next hundred and seventeen years.
1892 · New York, NY
Muresco
A casein-bound wall finish that adhered and washed better than the oil-based alternatives of the day. The first product that made the company's name.
1925 · New York, NY
The Triangle M
After Benjamin's death his nephew Livingstone L. P. Moore redraws the mark as three pyramids arranged into an M. The three sides stand for Intelligence, Industry and Integrity, and the mark has carried them for a century.
1957 · New Jersey
Regal Wall Satin
A latex wall paint easy enough that homeowners started doing their own rooms. The postwar do-it-yourself decorating market grows up around it, and Regal is still on the shelf today.
1959 · New Jersey
Moor-O-Matic
Automated pigment dispensing at the dealer counter. Tinting stops being a hand-poured art and starts being a measured process, which is the beginning of a color meaning the same thing in two different stores.
1972 · New Jersey
Regal Aqua Velvet
A low-gloss latex with an eggshell look that could still be scrubbed. An industry first, and the ancestor of every washable matte on the wall today.
1976 · Washington, DC
Historic Colors
For the Bicentennial, Benjamin Moore works with the National Park Service to draw a collection out of the archives of its historic house sites. One hundred and seventy-four colors, and the reason a period restoration still starts with this deck.
Pre-1978 · New Jersey
Lead comes out early
Benjamin Moore takes lead out of its paint before the federal ban, and does the same with formaldehyde and mercury, meeting VOC limits ahead of the rules as well. Reformulating a whole range early costs money and wins no headline.
1982 · Montvale, NJ
The first computer color match
A spectrophotometer married to a minicomputer, and another industry first. Dealers can match any sample a customer walks in with rather than only the colors on the chip rack. Matching stops depending on one person's eye.
2000 · Omaha, NE
Berkshire Hathaway buys in
Warren Buffett acquires the company and leaves the dealer network and the formulas alone. What he bought was the brand and the dealers, and both are still intact.
2003 · Montvale, NJ
Regal Matte
A stain-release resin puts a flat sheen on a wall that can be washed. Until this, matte meant a hallway you could not clean.
2006 · Montvale, NJ
Gennex, and Aura with it
The first zero-VOC waterborne tinting system in the United States, and Aura launches on it with Color Lock, which binds pigment into the resin rather than letting it sit loose. A deep color no longer undoes the emissions rating.
2009 · Montvale, NJ
The range fills out
A premium interior paint arrives at zero VOC and zero emissions, certified asthma and allergy friendly, proving a low-emission paint did not have to be the compromise line. ben lands underneath it as the value line that still tints to every color, and Waterborne Ceiling Paint gives ceilings a dead flat that hides lap lines.
2016 · Phoenix, AZ
We become a dealer
Arizona Paint Supply opens as an authorized Benjamin Moore dealer. A decade of tinting for this climate, on stucco that faces west and more than two hundred clear days a year.
2017 · Montvale, NJ
Ultra Spec SCUFF-X
The first one-component scuff-resistant interior latex. Until this, that performance meant a two-part coating with the odor, the pre-mixing and the short pot life that came with it. It took Architectural Record's Editors' Choice the same year, and it is what we hand anyone painting a hallway, a stairwell or a rental corridor.
2021 · Montvale, NJ
Eco Spec takes over
Eco Spec becomes the greenest line in the range, carrying zero VOC, zero emissions and third-party certifications at a lower price, and it was reformulated again in 2025. We still tint older formulas into current lines when someone brings in a lid.
2026 · Scottsdale, AZ
Our store in Scottsdale
Bases stocked in North Scottsdale, tinted while you wait, and delivered to the job site when you need it.
Principles
Three words, set into the mark in 1925 and still on every can.
Three sides, three principles.
The mark on the can is three pyramids arranged into an M. Each pyramid has three sides, and the three sides stand for what the founders called the Three I’s. It is a hundred-year-old piece of corporate iconography that still describes how the paint is made and sold.
I
Intelligence
Benjamin Moore develops its own formulas rather than buying them.
II
Industry
Paint is made to be worked. Aura levels, ADVANCE lays down like an oil, Ultra Spec sprays all day. Each line is built for how it goes on.
III
Integrity
Sold through independent dealers only. The company gives up volume for it, and it is the reason the person tinting your gallon can tell you which line belongs on your wall.
What the environmental record says.
Most paint companies talk about low VOC. The distinction worth knowing is whether the claim survives tinting, because colorant is where most of it comes back.
What other people have said about it.
The awards worth citing are the ones decided by customers who bought the paint and applied it themselves, and by editors who had to pick one product over another.
2011–2022
Highest in customer satisfaction, interior paint
J.D. Power paint satisfaction study
Ranked highest among interior paint brands repeatedly across a decade. Application and durability are the factors it wins on, which are the two a painter cares about.
2016–2018
Highest in customer satisfaction, exterior stain
J.D. Power paint satisfaction study
First among exterior stains three years running, taking top marks in all six measured factors in 2018 — application, durability, price, offerings, warranty and in-store materials.
2018 · 2022
Highest-ranked paint retailers
J.D. Power paint satisfaction study
The award we take personally. Benjamin Moore's independent dealers ranked highest among paint retailers, on staff and service, merchandise and store facility. That is a score for the people behind the counter.
2017
Three awards in its first year
Architectural Record · Buildings · The Architect's Newspaper
SCUFF-X took Architectural Record's Editors' Choice, first place in the Buildings Product Innovations program, and Best Product from The Architect's Newspaper.
Color
Screens vary and paint shifts with the light in the room. Pick up a sample before you commit to a wall.
Eight colors to start from.
Three whites, three light greiges and tans for walls, and two deep colors, a navy and a near-neutral charcoal, for doors, cabinets and accent walls.
Range
Four jobs, four different paints.
Interior
Walls and ceilings
Aura and Regal Select. Where washability and a clean two-coat color change matter most.
Exterior
Stucco and siding
Regal Select Exterior for most repaints, Aura Exterior for deep colors on the west and south walls, Element Guard for summer work.
Cabinets & trim
ADVANCE
Waterborne alkyd. Levels like an oil and cleans up like a latex.
For painters
Ultra Spec
Production lines that spray and roll fast, priced for volume. Delivered to the job site.
Lines
Everything we stock, with the sheens each one is made in. Pricing is at the counter or by quote.
Interior
Regal Select InteriorThe everyday wall paint. Household stains wash off with soap and water.Matte · Eggshell · Flat · Pearl · Semi-glossAura InteriorThe flagship. Color Lock holds deep colors in the film so they stay rich and don’t rub off.Matte · Eggshell · Satin · Semi-glossben InteriorBenjamin Moore quality for rentals, repaints and secondary rooms. Zero VOC.Matte · Eggshell · Satin · Semi-glossScuff-XFor the walls that get hit — kids’ rooms, mudrooms, hallways, back-of-house.Matte · Eggshell · Satin · Semi-glossAura Bath & SpaA true matte made for steamy bathrooms. Won’t streak or weep when the shower runs.MatteEco SpecZero-VOC, zero-emission paint certified asthma and allergy friendly.Flat · Eggshell · Semi-glossUltra Spec 500 InteriorProduction interior for new construction and commercial work. Zero VOC, sprays and rolls fast.Flat · Low sheen · Eggshell · Semi-gloss · High glossWaterborne Ceiling PaintUltra flat paint made for ceilings. Hides seams and patches, and spatters less overhead.Ultra flatExterior
Regal Select ExteriorThe workhorse exterior for stucco, masonry and siding. Our standard residential repaint.Flat · Low lustre · Soft glossAura ExteriorThe flagship exterior. Color Lock keeps color true on the elevations that take the most sun.Flat · Low lustre · Satin · Soft glossElement GuardThe summer repaint. A heat-tolerant film that’s rain-ready in about an hour.Flat · Low lustre · Soft glossUltra Spec EXTBenjamin Moore quality without the flagship price. The HOA and property repaint line.Flat · Low lustre · Satin · Soft glossWoodluxeExterior stain for decks, fences and siding, water-based or oil, from see-the-grain translucent to solid color.Translucent · Semi-transparent · Semi-solid · SolidCabinets, trim & primers
AdvanceCabinet and trim enamel that levels out like oil and cleans up with water.Satin · Semi-gloss · High glossSatin ImpervoOil-based enamel for trim and doors, for painters who still prefer oil.SatinUltra Spec Masonry SealerThe coat that makes a chalky stucco wall paintable again.—Fresh StartThe all-purpose primer. Blocks water stains, smoke and wood bleed; tinted deep under bold colors.—Counter
What comes with the paint.
Tinting
Tinted while you wait, any color
Bases stocked at the counter and tinted on Gennex.
Matching
Bring us the color you have
A chip, a lid or a piece of the trim is enough. We tell you how close we can get before you buy anything.
Samples
Sample pints in any color
Put one on the wall for a day before you commit the room.
Pro
Accounts and delivery
Contractor pricing and charge accounts for approved painters, job-site delivery, and a color hold on file so the next phase matches the first.
Questions
Why is it more than a big-box paint?
Resin and pigment, which is most of the cost of a can. You are buying coats you do not have to apply and years you do not have to repaint. On a house in this sun that math works out quickly.
Can I buy Benjamin Moore at a big box?
No. It is sold through independent dealers only, which is why the person tinting it can also tell you which line belongs on your wall.
Which line for a west-facing exterior?
Regal Select Exterior in MoorLife flat is our standard. On a deep color, below about LRV 40, the wall runs hot enough that we step up to Aura Exterior. If the job is happening in summer, Element Guard.
Do you match other brands?
Yes. Benjamin Moore already has the formula for every Dunn-Edwards color, and we have the formula for every Sherwin-Williams color on file, so for those we mix from the formula. For any other brand, bring a chip, a lid or a piece of the trim and we will match it, then put it in the Benjamin Moore line that suits the surface.
How much do I need?
A gallon covers roughly 350 to 450 square feet a coat, depending on the line, and every Benjamin Moore line covers in two coats under normal conditions. Deep yellows and bright reds are the exception: they go over a deep-base Fresh Start primer first. Bring your wall measurements and the current color and we will work out the real number.
Next
Bring the room to the counter.
A photo, a chip, a lid, or the direction the windows face. Any one of those is enough for us to narrow it to three colors and one line.
Authorized dealer