Benjamin Moore

Quality begins with Chemistry!

More than 100 chemists, chemical engineers, technicians and support staff work tirelessly to ensure our formulations are best-in-class.

Gennex:  The Science of Stronger

Most common paint colorants require the addition of certain chemicals so that they can mix easily into any number of paints.

Benjamin Moore realized that if they made their own colorants, designed specifically for their paints, they could remove unnecessary chemicals that weaken paint. What they ended up with is a formula that’s better, stronger and simpler.

Ultra Durable, Remarkably Fade Resistant

Benjamin Moore paint engineered with Gennex Color Technology resists color fading indoors–and stands up to harsh weather conditions outdoors. This means the Benjamin Moore color you love stays truer over time, so you only repaint when you want to, not out of necessity.

And while other manufacturers’ paints may be less durable with darker colors, thanks to Gennex, you get both premium color and proven longevity across the entire color spectrum.

Environmentally Responsible

When Benjamin Moore launched Gennex, they were the first company in the U.S. to introduce a zero-VOC (Volatile Organic Compounds) waterborne tinting system. The innovation of Gennex enables their zero-VOC paints to remain zero-VOC even after being tinted with Gennex colorants, an impossibility with generic, all-purpose colorant.

Gennex is a testament to Benjamin Moore’s dedication to meet or exceed the most stringent environmental standards. With over 3,500 colors, you can pick the exact color you need, and know you’ve been environmentally responsible with each and every one of them.


Natura®—Certified asthma & allergy friendly®

Benjamin Moore created a paint that is scientifically proven to have a reduced level of allergens. The asthma & allergy friendly® Certification Program independently tests and identifies consumer products that are more suitable for those living with asthma and allergies. Natura earned the certification based on its odor, emission and VOC performance.


Commitment to Sustainable & Premium Products

Benjamin Moore is the first premium paint manufacturer to earn this designation from MCDONOUGH BRAUNGART DESIGN CHEMISTRY, LLC (MBDC), a world-renowned firm founded by architect William McDonough and chemist Dr. Michael Braungart. MBDC originated the Cradle to Cradle Certified™ design framework that helps companies go beyond minimizing harm and move towards creating a wholly positive impact on the planet. The Cradle to Cradle Certified™ designation is given to products that meet stringent requirements across five categories: material health, material reutilization, renewable energy and carbon management, water stewardship and social fairness.

Cradle to Cradle Certified™ Product Scorecard

Material Health: Silver
Material Reutilization: Silver
Renewable Energy & Carbon Management: Gold
Water Stewardship: Gold
Social Fairness: Silver
Overall Certification Level: Silver