Authorized dealer since 2016
The color is the easy part.
More than 3,600 colors, each tinted here with Gennex colorant, in the line that suits your wall. Benjamin Moore is sold through dealers, and the dealer's advice comes with it.
Why
In Phoenix, the sun sets the terms.
A south elevation in Phoenix asks more of a paint than almost anywhere else. UV breaks down the resin before anything else fails. The weaker the resin, the sooner the wall turns chalky and the color drifts.
Benjamin Moore builds its own resins and mills its own pigment. Deep colors cover in two coats. An exterior at LRV 30 still reads as the color you chose in its fourth summer.
Every color is tinted with Gennex, Benjamin Moore’s own zero-VOC colorant, dispensed by formula at every dealer. A gallon bought in March matches the gallon bought in September.
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 for homeowners to apply themselves. The postwar do-it-yourself decorating market grows up around it. Regal remains in the range today.
1959 · New Jersey
Moor-O-Matic
Automated pigment dispensing at the dealer counter. Tinting becomes a measured process. From here, a color can mean 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. The work was costly. It was done quietly.
1982 · Montvale, NJ
The first computer color match
A spectrophotometer paired with a minicomputer, and another industry first. Dealers can now match any sample a customer brings in, beyond the colors on the chip rack. Matching no longer depends on one person's eye.
2000 · Omaha, NE
Berkshire Hathaway buys in
Warren Buffett acquires the company and leaves the formulas and the dealer network as they were. Both remain intact today.
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. ben follows, in every color. 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. It is our standard for hallways, stairwells and mudrooms.
2021 · Montvale, NJ
Eco Spec takes over
Eco Spec becomes the greenest line in the range: zero VOC, zero emissions and third-party certification. It was reformulated again in 2025. When a customer brings in an older lid, we tint the color into a current line.
2026 · Scottsdale, AZ
Our store in Scottsdale
Bases stocked in North Scottsdale, tinted while you wait, and delivered to the job site.
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. A century on, the mark still describes how the paint is made and sold.
I
Intelligence
Benjamin Moore develops its own formulas, its own resins and its own colorant.
II
Industry
Paint is made to be worked. Aura levels. Advance lays down like an oil. Ultra Spec sprays at production pace. Each line is built for how it is applied.
III
Integrity
Sold through independent dealers only. The company gives up volume for it. In return, the person tinting your gallon can tell you which line belongs on your wall.
What the environmental record says.
Many paint companies claim low VOC. The question is whether the claim survives tinting, because colorant is where most of the VOC returns.
What others have said.
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. It wins on application and durability, the two factors a painter weighs most.
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. It 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.
Six light colors for walls, and two deep colors for doors, cabinets and accent walls.
Range
Four jobs, four different paints.
Drag or scroll →
Interior
Walls and ceilings
Aura and Regal Select on the walls, Waterborne Ceiling Paint above. Washable, and true to color in two coats.
Exterior
Stucco and siding
Aura Exterior for deep colors on the west and south walls, Regal Select Exterior for most repaints, Element Guard for summer work.
Cabinets & trim
Advance
A waterborne alkyd. It levels like an oil and cleans up with water.
For painters
Ultra Spec
Built for the pace of a professional crew. Sprayed or rolled, and delivered to the job site.
Lines
Every Benjamin Moore line we stock, with the sheens each is made in.
Interior
Aura InteriorThe flagship. Color Lock holds deep color within the film. It stays rich, and it does not rub off.Matte · Eggshell · Satin · Semi-glossAura Bath & SpaA true matte made for steam. It stays clean and even when the shower runs.MatteRegal Select InteriorOur standard for interior walls. Everyday marks wash away with soap and water; the finish remains.Matte · Eggshell · Flat · Pearl · Semi-glossben InteriorBenjamin Moore for guest rooms, refreshes and secondary spaces. Zero VOC.Matte · Eggshell · Satin · Semi-glossScuff-XFor walls that are bumped and brushed past all day: children’s rooms, mudrooms, hallways.Matte · Eggshell · Satin · Semi-glossEco SpecZero VOC and zero emissions. Certified asthma and allergy friendly.Flat · Eggshell · Semi-glossUltra Spec 500 InteriorThe painter’s production interior for new construction and commercial work. Zero VOC. Sprays and rolls quickly.Flat · Low sheen · Eggshell · Semi-gloss · High glossWaterborne Ceiling PaintAn ultra flat finish made for ceilings. It hides seams and patches, and spatters less overhead.Ultra flat
Exterior
Aura ExteriorThe flagship exterior. Color Lock keeps color true on the walls that take the most sun.Flat · Low lustre · Satin · Soft glossRegal Select ExteriorOur standard exterior for stucco, masonry and siding.Flat · Low lustre · Soft glossElement GuardMade for the summer repaint. It forms a sound film in the heat, and is rain-ready in about an hour.Flat · Low lustre · Soft glossUltra Spec EXTThe HOA and property repaint line, tinted to every approved scheme.Flat · Low lustre · Satin · Soft glossWoodluxeExterior stain for decks, fences and siding. Water-based or oil, from translucent to solid.Translucent · Semi-transparent · Semi-solid · Solid
Cabinets, trim & primers
AdvanceA cabinet and trim enamel that levels like oil and cleans up with water.Satin · Semi-gloss · High glossSatin ImpervoBenjamin Moore’s oil-based enamel for trim and doors.SatinUltra Spec Masonry SealerThe coat that makes chalky stucco paintable again.—Fresh StartThe all-purpose primer. It blocks water stains, smoke and wood bleed, and is tinted deep beneath saturated 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 will tell you how close the match will be before anything is mixed.
Samples
Sample pints in any color
Put one on the wall for a day before you commit the room.
Pro
Accounts and delivery
Trade pricing and charge accounts for approved painters, job-site delivery, and every formula kept on file so the next phase matches the first.
Questions
What sets it apart from big-box paint?
Resin and pigment. Benjamin Moore makes its own. Together they decide how long a wall holds its color in this sun, and how many years pass between repaints.
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?
On a deep color, below about LRV 40, the wall runs hot enough that we specify Aura Exterior. On a lighter color, Regal Select Exterior in MoorLife flat is our standard. For summer work, Element Guard.
Do you match other brands?
Yes. Benjamin Moore already has the formula for every Dunn-Edwards color, and we keep every Sherwin-Williams formula on file. For any other brand, bring a chip, a lid or a piece of the trim. We will match it and mix 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. The brightest, most saturated colors are the exception: they go over a deep-base Fresh Start primer first. Bring the wall measurements and the current color, and we will calculate the quantity.
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