Premium paint isn’t just chemistry; it’s culture, history, and—when you care about craftsmanship—an entire philosophy. At We Paint Seattle, we’ve completed more than 10,000 projects across Seattle and King County; from 1910 Craftsman restorations to modern Mercer Island remodels. After that many walls, doors, cabinets, and trim systems, you begin to develop a kind of radar—what lasts; what fails; what fades; what still looks good ten years later. That radar is why Benjamin Moore has been one of our core paint partners for decades; and why we built this page.

This page has two purposes;
First, to give homeowners a clear, trustworthy, expert-level history of the Benjamin Moore Paint Company—founded in 1883 and still one of the few manufacturers that formulates every gallon with its own proprietary colorant system.
Second, to share something extremely rare in the painting industry: an exclusive interview with Benjamin Moore CEO Dan Calkins, filmed right here in our Seattle shop. It isn’t every day that the CEO of a 140-year-old paint company sits down with a local painting contractor; and it’s even rarer to record the conversation on color science, longevity, research and development spending, GenX colorant, and why premium coatings matter for homes in our region.

Homeowners often ask us why some paint brands look richer; why certain whites shift in different rooms; why matching a five-year-old color can be frustrating; why some paints stay clean longer; and why Seattle’s climate—humidity; marine layer; indirect light; soft winter sun—makes choosing a premium product more important than in other parts of the country. The answer begins with the history of the paint company, and continues with the philosophy behind how the paint is manufactured, not just how it’s applied.

We built this page because materials matter. A beautiful finish isn’t just the skill of the painter; it’s the chemistry of the coating, the stability of the colorant, the resin system, the film thickness, and the ability of the coating to survive Pacific Northwest weather and indoor light cycles. When you combine premium products with disciplined preparation—sanding; degreasing; priming; masking; dust control—you get finishes that look better and last longer.

So start with the video above; listen to Dan Calkins explain, in his own words, what makes Benjamin Moore different. Then scroll down to explore the full history of the company and how its innovations shaped the modern paint industry. And if you’re planning a project in Seattle or King County—interior, exterior, high-gloss, cabinet refinishing, deck or trim restoration—this page will give you a deeper understanding of how we choose the right coating system for your home.

Premium paint isn’t just chemistry; it’s craftsmanship, history, and choosing materials that actually last in Seattle’s climate. At We Paint Seattle, we’ve completed 10,000+ projects across King County, and we created this page to help homeowners understand why Benjamin Moore has been one of our most trusted paint partners for decades.

This page has two parts:
1) A clear, expert history of the Benjamin Moore Paint Company—founded in 1883 and still using proprietary GenX colorant.
2) An exclusive interview with CEO Dan Calkins (named CEO 2019, this interview filmed in 2016), filmed inside our Seattle shop, where we discuss color science, longevity, and what separates premium coatings from everything else on the market.

If you’ve ever wondered why certain whites shift, why matching old paint is tricky, or why Seattle homes need better products, start with the video above. Then dive into the history below to see how we choose the right materials for your home.

The History of Benjamin Moore: A 140-Year Legacy of Premium Paint (2025 Edition)

Benjamin Moore began in 1883 when brothers Benjamin and Robert Moore founded the company in Brooklyn, New York, with just $2,000 in start-up capital. Their first product, Calsom Finish, set the stage for a company built on innovation and craftsmanship. Even after a devastating fire destroyed their original facility in 1884, the Moores immediately reopened—an early example of their resilience and, as Gen Z would say, “no-cap determination.”

By 1889, Benjamin Moore had incorporated in New York and soon expanded to New Jersey, where its headquarters remain today. The company’s growth was fueled by a simple philosophy: premium materials, premium performance. From the beginning, Benjamin Moore differentiated itself by charging higher prices for higher-quality paints, relying on superior pigments and binders that outperformed mass-market competitors.

Innovation From the Start

Benjamin Moore quickly earned national recognition with products like Muresco, a ready-mix paint made with Irish moss and Pennsylvania clay. It became the best-selling calcimine paint in the United States in the early 20th century—a historic “glow-up” in the paint industry.

Other landmark products included:

Sani-Flat — a lead-free oil paint that withstood repeated cleanings
Unilac — a quick-drying enamel capable of replacing lacquer

The company’s expansion accelerated in the late 19th and early 20th centuries, with new factories in Chicago and Cleveland and the formation of Benjamin Moore Canada in 1906. In 1907, the Moores hired their first chemist and formally established a research department, laying the foundation for the science-driven approach that still defines the brand.

Educating the Consumer

Rather than simply manufacturing paint, Benjamin Moore became one of the first companies to educate homeowners. Beginning in the early 1900s, they published decorating brochures and personal advice columns. By 1929, the company had an official home-decorating department, where staff answered painting questions by mail or in person.

From the 1930s to the 1960s, “Betty Moore,” a fictional spokeswoman portrayed by several actresses, hosted weekly radio programs offering painting tips—an early example of influencer marketing before influencers were, as Gen Z would say, “a whole vibe.”

Surviving Wars, Depressions, and Shifting Technology

Benjamin Moore not only survived World War I, the Great Depression, and World War II—it used wartime industrial coating research to improve civilian products in the postwar era.

The rise of latex paint in the mid-20th century provided another major leap forward. Latex was easier to apply, quick to clean, and significantly more environmentally friendly than traditional oil-based coatings.

Major postwar releases included:

Regal Wall Satin (1957) — one of the earliest high-performance latex wall paints
Regal Aqua Velvet (1972) — a durable, low-gloss eggshell finish
Historic Colors Collection (1976) — created with the National Park Service, still beloved today

By 1982, Benjamin Moore launched its Computer Color Matching System, giving it an early lead in the world of digital color science.

Controlled Distribution and Quiet Operations

During the 1990s, Benjamin Moore continued to sell exclusively through certified independent retailers—a highly controlled distribution model that protected product quality and brand integrity. The company remained famously private about its operations, even as it embraced new technologies and invested in environmentally responsible chemistry.

Modern Era and Environmental Leadership

Today, Benjamin Moore stands as one of North America’s largest premium paint manufacturers, with:

7 production plants
22 distribution facilities
Approximately 4,000 independent retailers across the United States and Canada

One of their most significant modern achievements came in 1999, with the release of EcoSpec, one of the first zero-VOC, zero-solvent architectural coatings. As VOC concerns intensified over the next decade, Benjamin Moore was already ahead of the curve.

In 2000, the company was acquired by Berkshire Hathaway, led by Warren Buffett. Under Berkshire’s ownership, Benjamin Moore has maintained its research-driven culture and commitment to premium performance.

Why Painters Still Choose Benjamin Moore (2025)

Professional painters across Seattle, Bellevue, and the broader Pacific Northwest continue to choose Benjamin Moore for several reasons:

1. Superior Quality and Durability

Benjamin Moore paints use high-grade resins and pigments that provide exceptional coverage, smooth application, and long-term durability in the region’s unique climate.

2. Unmatched Color Selection

With thousands of colors—including trend collections and the revered Historical Collection—Benjamin Moore sets the standard for color accuracy and aesthetics.

3. Consistency

Every gallon performs reliably, ensuring smooth, even results across rooms and surfaces. Painters value its predictable behavior, especially in detailed interior work and large homes.

4. Environmental Leadership

Benjamin Moore remains a pioneer in low-VOC and zero-VOC formulations, making its products safe for homeowners, pets, and painters.

5. Technical Support & Dealer Expertise

Independent dealers receive extensive training, enabling them to offer superior guidance on product selection, prep techniques, and finishing systems.

Conclusion

For more than 140 years, Benjamin Moore has combined scientific rigor, premium craftsmanship, and industry-leading innovation. From its humble Brooklyn beginnings to its current status as a Berkshire Hathaway company, it has consistently delivered paints that outperform competitors in quality, color, and longevity.

In short, Benjamin Moore has earned its reputation—and, as Gen Z might say, it continues to pass every “vibe check” in the paint world.

The Exclusive Interview with Dan Calkins Summary

Dan Caulkins states that Benjamin Moore delivers the highest-quality premium products, widely specified by quality-driven architects and designers. The brand benefits from a “halo effect,” where skilled craftsmen using superior products achieve better results, reinforcing the brand’s reputation. The claim emphasizes that authentic Benjamin Moore colors require Benjamin Moore paint to achieve intended outcomes, and that cross-brand color matching can compromise results.

**Proprietary technology and R&D leadership**

underscores the proprietary GenX colorant system, noting that competitors lack an equivalent. Differences between GenX components and universal tinting systems (UTC) affect color fidelity and performance. Dan Caulkins adds that Benjamin Moore invests a higher percentage of sales in R&D than larger competitors, with proprietary resins and top-tier scientists placing the company at the forefront of architectural coatings.

**Value across price tiers and product differentiation**

cites a product range from $15 to $65 per gallon, asserting that even lower-priced Benjamin Moore options outperform competitors at similar prices due to R&D. He challenges “equivalent to Regal” claims, pointing to price as an indicator of quality differences. For budget-driven choices, he recommends Ben, Ultraspec, or Superhide Zero, but personally selects premium products for his own home for durability and longevity.

**Labor cost vs. product cost rationale**

Dan Caulkins argues that in professional painting projects, labor is the dominant cost, making it illogical to pair skilled craftsmanship with cheap paint. Since paint typically represents 10–20% of total project cost, using top-tier products ensures appearance and performance, maximizing the value of professional expertise. Speaker 3 concurs, noting that price generally correlates with quality across brands and urging homeowners to invest in high-quality paint for the visible, protective surfaces of their most important asset—their home.

**Professional relationships underscore quality**

Dan Caulkins mentions relationships with firms like DaVinci, implying that partnerships with high-caliber professionals reinforce Benjamin Moore’s quality positioning and create mutual benefit: quality craftsmen produce quality work using quality products.
## Conclusion
Benjamin Moore positions itself as the premium choice for architectural coatings due to proprietary technologies (GenX colorants, resins), substantial R&D investment, and strong alignment with quality-focused professionals. The speakers argue that authentic color fidelity, superior performance across price tiers, and the economics of labor-intensive projects favor selecting Benjamin Moore, especially for homeowners seeking durable, high-quality results.

Transcription Interview Conducted by John Shearer at WE Paint Seattle Office Dec 6, 2016

Dan Calkins 00:00:10
Why should somebody use Benjamin Moore? The reason being is simple. Benjamin Moore has the highest quality premium products on the marketplace. And quality craftsmen who paint use our products. Architects who care about quality spec our products. Designers who care about quality and color spec our products above and beyond any other product in the industry. Benjamin Moore colors, to get the authentic color, you really have to use a Benjamin Moore product. You will not get what you wanted if you had specified a Benjamin Moore color and end up with somebody else’s product on your wall.

Speaker 2 00:00:42
And part of that reason is we use a proprietary colorant system with GenX colorant, which we developed over the years. And nobody else has a GenX colorant. Nobody has anything like it. You know, an oxide yellow in Gen X is not like an oxide yellow in a UTC, a universal tent system. They’re different components.

Dan Calkins 00:01:03
Yeah, if you look at the spend Benjamin Moore has with regards to R&D versus our competitors who may be larger in total volume, our spend from a percentage of sales is much higher because it’s important for us to be on that leading edge of innovation in coatings. And we are. It just is a fact. We have coatings that nobody can match. We have proprietary resins. David mentioned our colorants. We are on that leading edge in the coatings industry from an architectural coatings perspective. R&D and the quality of scientists we hire are at the top end of the industry.

Dan Calkins 00:01:38
That’s just part of our DNA at Benjamin Moore. Well, I believe, and I don’t mean to sound arrogant, but I believe our brand creates a halo in the sense that the product is quality, the work is quality, and vice versa. Benjamin Moore gets a halo effect from the quality craftsmen that use our products. So it’s a mutually beneficial relationship. Quality guys using quality products end up with quality work that that end user or that homeowner is very satisfied to have. And you can’t replicate that with poor product or poor craftsmanship.

Dan Calkins 00:02:09
So we’re lucky to have relationships with people like DaVinci and others who do great work.

Speaker 2 00:02:15
We make products that range from $15 a gallon up to $65 a gallon, and if somebody really wants to get a cheaper quality paint, I’ll put our $15 a gallon paint up against somebody else’s $15 a gallon paint, and I still think our product’s going to come out better because of the R&D that Dan mentioned earlier. You know, somebody who says they’re equivalent to Regal is their equivalent to Regal is never the equivalent to Regal. There’s a reason why it’s $15 less a gallon.

Speaker 2 00:02:48
Plain and simple. If you want to cut a corner, then use Ben. That’s what Ben is there for. Or use Ultraspec. That’s what Ultraspec is there for. Or, frankly, Superhide Zero. That’s what it’s there for. It’s for that price point. But if it’s my own home, I’m going to use the best on my own home because I don’t plan on moving. I plan on staying there, and I want it to last. That would be my answer.

Dan Calkins 00:03:08
I look at it as if you’re going to hire a professional painter to come in and do your home, the real cost of the project is not necessarily in the product. It’s in the labor. And there’s a reason for that because you want the craftsmanship. You want the quality finishes that a painter can provide. But coupling that with a cheap paint makes absolutely zero sense. You should buy, if you’re going to go out and get a professional painter to do your home, you should buy the best products you can get. 10, 20% of the total cost of a job,

Dan Calkins 00:03:38
and really you want it to look great at your home. It’s the project that’s important to you. And so it doesn’t make sense to use an inexpensive product when you’re hiring someone to come in and do the work.

Speaker 3 00:03:50
I would just add to that that when I first started in this business over 20 years ago, I was told basically the price of the paint basically correlates to the quality of the paint. That’s no matter who you buy it from. So I think that’s important. And like Dan was saying, if you’re going to hire a professional painter like yourself, that’s going to come in and do quality work, why would you use less expensive paint? Since it’s such a small percentage of the project, you want to use the best. It’s what you see every day when you come and pull in your driveway. It’s the outside of your house. It’s what your neighbors and your friends see. So for that little bit of extra expense, you want to use a high-quality paint like Benjamin Moore.

Dan Calkins 00:04:24
It’s most people’s most important investment is their home. And for them to go in expensively on a coating, which is important, and the exterior from a protection standpoint, and the interior for anesthetic purposes, really just doesn’t make sense to me, particularly when they’re hiring someone to do it for them.