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:
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.
