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Benjamin Moore's Colour Technology

At Benjamin Moore, we believe in doing things the right way. And that's why we set out to make our paint the best it can be. It wasn't easy. Over ten years ago, we revamped our entire paint-making process - with new colour machines, new pigment formulas and new colourants. The result? Our exclusive Gennex Colour Technology that delivers gorgeous hues and unsurpassed durability to ensure the Benjamin Moore colour you love lasts for years. It's the "why" behind Benjamin Moore's renowned quality.


Gennex: The Science of Stronger

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 realised that if we made our own colorants, designed specifically for our paints, we could 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 pigments are unique to Benjamin Moore. Their power is not just in the beautiful colours they create, but also in the durable properties they possess. That's what really sets a Benjamin Moore colour apart from the others."

Helen Shaw, Marketing Director

Truly one-of-a-kind colour

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.

So if you've spent days, weeks or even months choosing a Benjamin Moore colour, it's critical to buy it from an Authorised Benjamin Moore stockist, so what you see - and love - is what you get at home.

Ultra Durable, Remarkably Fade Resistant

With Benjamin Moore paint engineered with Gennex Colour Technology, you can be confident that the our paints will resists colour fading indoors and will stand up to the harshest weather conditions - including constant UV exposure - in all colours. So years from now, you will still feel proud of the beautiful and long lasting finish on your home.

Environmentally Responsible

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.

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

"Gennex colourants do not weaken the paint's ability to hide, so you can cover previous finishes, stains and imperfections in fewer coats, using less paint overall and finishing the job more quickly."

Helen Shaw, Marketing Director

Interior Designers Depend on Gennex

Achieving colour accuracy for every client is of utmost importance to interior designers. Gennex gives them peace of mind.

"Gennex Colour Technology ensures that the colours I pick are going to remain the same for years to come." See one designer delve deep into what makes a paint colour great in this video.

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Benjamin Moore, the triangle "M" symbol, Aura, Regal Select, Natura, Green Promise and Gennex are all trademarks of Benjamin Moore & Co.

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