Discover the Science behind Benjamin Moore Quality.
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 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 and years. It’s the "why" behind Benjamin Moore’s renowned quality.
Certain chemicals can prevent paint from delivering the colour you want. So we got rid of them.
Gennex®: The Science of Stronger
Most common paint colourants require the addition of certain chemicals so that they can mix easily into any number of paints.
We realized that if we made our own colourants, designed specifically for our paints, we could remove unnecessary chemicals that weaken paint. What we ended up with is a formula that’s better, stronger and simpler.
Air Quality as a Priority
Gennex® allows us to control every single chemical that goes into manufacturing our paints.
That is why most of our interior paints are formulated with 100% zero VOCs such as formaldehyde and any other harmful toxins commonly found in conventional coatings.
Engineered to support healthier indoor air quality, our paints help reduce airborne pollutants and odours, creating safer and more comfortable living environments for you and your family. Designed with both people and the planet in mind, they deliver beautiful, durable finishes without compromising on safety, sustainability, or performance.
Ultra Durable, Remarkably Fade Resistant
Benjamin Moore paint engineered with Gennex® Colour Technology resists colour fading indoors – and stands up to harsh weather conditions outdoors. This means the Benjamin Moore colour 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 colours, thanks to Gennex, you get both premium colour and proven longevity across the entire colour spectrum.
Truly One-of-its-Kind Colour
Gennex® waterborne colourants give our paints vibrant hues that last for years.
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, rest assured that what you see — and love — in the Benjamin Moore store, is what you get at home.
Globally Recognized Certifications
Certified Asthma & Allergy Friendly® by the AAFA
LEED v4 Compliance by U.S. Green Building Council
Cradle to Cradle Certified™ Silver
Green Seal™ Certified Meets Green Seal™ Standard
CDPH Standard Method v1.2
Product Performance & Coatings Education Champion by MPI (Master Painters Institute) Standards
The Brilliant Minds Behind Benjamin Moore Paints
Product Research, Innovation & Quality
Benjamin Moore’s team of more than 100 chemists, chemical engineers, technicians, and support staff continually develops new products while ensuring our product formulations remain best in class.
There are 8 R&D laboratories at our 80,000sqft facility in Flanders, New Jersey. Each lab focuses on a different area of expertise, from evaluating colour standards to enhancing high-performance coatings designed for industrial facilities. We continually test and improve our existing products, while researching and developing new products to meet our customer needs.
Key Areas of Benjamin Moore Laboratory Research
Polymer & Resin Chemistry
Scientists develop proprietary binders (resins) that form the paint film, controlling durability, adhesion, washability, and resistance to cracking and peeling.
Colour Science & Technology
Researchers develop thousands of colours and ensure strict colour accuracy. Benjamin Moore also pioneered the first computerised colour-matching system, now standard in the industry.
Paint Formulation Development
Specialised labs develop advanced coatings including water-based latex paints, solvent-based coatings, and industrial finishes designed for durability, coverage, and surface protection.
Analytical Testing
Using advanced instruments, scientists analyse pigment dispersion, viscosity, chemical stability, and film formation to ensure consistent performance and quality in every batch.
Environmental Innovation
Researchers develop low-VOC and zero-VOC paints and removed harmful substances like lead, formaldehyde, and mercury long before regulations required it.
Gennex® Colour Technology
A major breakthrough enabling zero-VOC tinting, enhanced colour durability, improved washability, and consistent colour performance across thousands of shades.
Polymer & Resin Chemistry
Scientists develop proprietary binders (resins) that form the paint film, controlling durability, adhesion, washability, and resistance to cracking and peeling.
Colour Science & Technology
Researchers develop thousands of colours and ensure strict colour accuracy. Benjamin Moore also pioneered the first computerised colour-matching system, now standard in the industry.
Paint Formulation Development
Specialised labs develop advanced coatings including water-based latex paints, solvent-based coatings, and industrial finishes designed for durability, coverage, and surface protection.
Analytical Testing
Using advanced instruments, scientists analyse pigment dispersion, viscosity, chemical stability, and film formation to ensure consistent performance and quality in every batch.
Environmental Innovation
Researchers develop low-VOC and zero-VOC paints and removed harmful substances like lead, formaldehyde, and mercury long before regulations required it.
Gennex® Colour Technology
A major breakthrough enabling zero-VOC tinting, enhanced colour durability, improved washability, and consistent colour performance across thousands of shades.
Tested Relentlessly. Proven to Last.
Inside Benjamin Moore's
New Jersey Testing Farm
Located in New Jersey, our outdoor testing farm plays a critical role in ensuring the durability and performance of our paints and coatings.
Thousands of painted panels are exposed to sun, rain, humidity, and temperature changes to test durability, colour retention, and resistance to fading over time. These long-term outdoor tests help ensure that every product delivers the lasting colour and performance Benjamin Moore is known for.
The Gold Standard: Benjamin Moore®
Leading Brand X
100% non-toxic Zero Volatile Organic Compounds (VOCs) interior paints
Only Low VOCs paints available
Excellent coverage with strong fade resistance across all paints
Resistance to fading depends heavily on specific product line
Superior colour accuracy from proprietary Gennex® colourants
Colours may vary from brochures
>3,500 colours to choose from
Limited colours available
Multiple finishes such as Matte, Eggshell, Satin, Semi-Gloss and High Gloss
Limited finishes available
Manufactured in USA with stringent quality checks
Multiple countries of manufacture
Our Signature Paint: ben® Interior
Zero VOC and easy to apply, ben Interior is available in all 3,500+ of our premium colours. Experience smooth, spatter-resistant paint application for flawless results.
Truly Zero Volatile Organic Compounds
Superb Washability and Easy Maintenance
Over 3,500 Colours Available
Ultra Durable and Resistant to Blistering and Peeling
Premium Interior Paint that Makes “Perfect” Easy
ben Interior is a user-friendly paint for flawless results and puts premium colours within reach, featuring superb hiding, touch-up and spatter resistance properties. It offers an easy application for a durable and washable finish.