Benjamin Moore paint has long been known as a premium, designer-quality brand. While many consumers love the look and feel of Benjamin Moore paint, they often wonder why it commands such a high price compared to other paint brands. In this article, we’ll take an in-depth look at why Benjamin Moore paint is more expensive and whether it’s worth the extra cost.
The History of Benjamin Moore
Benjamin Moore paints have been around since 1883 when Benjamin Moore and his brother Robert opened their paint store in Brooklyn, New York. The company quickly earned a reputation for quality paints made with premium ingredients. This focus on high-end paints for discerning customers has continued throughout Benjamin Moore’s history.
Some key facts about the origins and history of Benjamin Moore paint:
| 1883 | Benjamin and Robert Moore open their first paint store in Brooklyn, NY |
| 1885 | The brothers incorporate their business as Benjamin Moore & Co. |
| 1888 | The company begins producing its own line of paints and coatings |
| 1940s | Benjamin Moore starts producing popular latex and alkyd paints |
| 1955 | The company is sold by the Moore family but retains the Benjamin Moore name |
| 2000s | Benjamin Moore expands distribution while maintaining its premium brand reputation |
This long history and early focus on luxury paints established Benjamin Moore as a high-end brand from the outset. While the ownership has changed, the company’s dedication to quality remains the same.
Premium Ingredients
One of the main reasons Benjamin Moore paint is expensive is because of the premium ingredients used in making it. Benjamin Moore only uses top-tier raw materials sourced from trusted suppliers around the world. This includes:
– **Pigments** – Benjamin Moore uses more pigments in its paints, which leads to better hide, durability, and color retention. Popular options like ultra-refined clay and specialty mixed metal oxide pigments cost more than standard pigments.
– **Binders** – The acrylic, alkyd, and other resins that bind the pigments together are high-quality polymers sourced from major chemical suppliers. They provide maximum adhesion, hide, and protection.
– **Additives** – Additional paint additives like defoamers, preservatives, and pearlizing agents are also premium-grade for optimal performance.
– **Solvents** – Benjamin Moore paint uses more expensive low-VOC solvents to meet strict environmental standards while maintaining paint quality.
Here’s a breakdown of how the ingredient costs stack up against a typical mid-range paint brand:
| Ingredient | Benjamin Moore | Typical Brand |
| Pigments | $$$ | $ |
| Binders | $$$ | $ |
| Additives | $$$ | $ |
| Solvents | $$$ | $ |
As you can see, the premium raw materials used in Benjamin Moore paint cost substantially more at each stage of production.
Strict Quality Control
In addition to premium ingredients, Benjamin Moore also invests heavily in rigorous quality control during the manufacturing process. The company closely monitors factors like:
– Pigment dispersion – Ensuring even distribution of pigments for consistent color and hide.
– Viscosity – Controlling paint thickness and flow for smooth application.
– Shelf stability – Making paints that stay usable when stored for long periods.
– Color accuracy – Precisely matching colors across production batches.
– Environmental testing – Checking performance under different temperature, humidity, and UV conditions.
To maintain these high standards, Benjamin Moore operates its own state-of-the-art manufacturing facilities. Competitors often outsource some or all of their manufacturing, allowing less oversight and variability in quality. Benjamin Moore’s hands-on approach drives up costs but provides tighter control.
Advanced Technology
Benjamin Moore pours resources into paint technology R&D to improve its products. Some of the company’s innovations include:
– **Gennex® Color Technology** – A patented system designed to provide better hide and color retention. It allows deeper, more vibrant colors.
– **ben® Interior Paint** – Their premium interior paint line includes proprietary resins and anti-microbial agents for a durable, beautiful finish.
– **Corotech®** – A line of industrial and commercial coatings engineered for maximum protection in demanding environments.
– **Ultra Spec®** – Their most advanced interior paint uses 100% acrylic latex for superior durability and performance.
Developing these technologies requires extensive investment in chemists, engineers, testing, and proprietary equipment. Benjamin Moore holds over 50 active patents on paint formulations and ingredients. Staying on the cutting edge boosts performance but also leads to higher costs.
Designer Reputation
Since its early days, Benjamin Moore has cultivated a reputation as the choice of interior designers, architects, and paint professionals. The company spends heavily on brand marketing to maintain this upscale image. Benjamin Moore is the official paint sponsor of New York Fashion Week and partners with designers like Nate Berkus to promote its products to design influencers.
This high-end reputation allows Benjamin Moore to charge premium prices. Consumers see Benjamin Moore as a top designer brand worth paying up for, much like luxury automobiles or fashion brands. While not factored into manufacturing, the designer image contributes to perceptions of quality and value.
Distribution Channel Strategy
Where and how paint is sold impacts the retail price paid by consumers. Benjamin Moore utilizes a more expensive distribution strategy than mass-market brands.
Benjamin Moore sells its paint primarily through authorized independent retailers rather than big box stores. These retailers provide personalized service, expert advice, custom color matching, and specialty application tools. However, operating standalone stores leads to higher distribution costs than just shipping truckloads of paint to large retailers.
Here is a breakdown of distribution differences:
| Benjamin Moore | Typical Brand | |
| Store Type | Independent retailers | Big box/hardware stores |
| Store Experience | Custom, full-service | Self-service, generic |
| Store Costs | Higher | Lower |
| Customer Service | Expert advice | Minimal guidance |
| Price Result | Higher | Lower |
This strategic trade-off of service over low cost helps justify the higher retail price tags on Benjamin Moore paint.
Brand Price Setting
As a premium brand, Benjamin Moore prices its paints higher across the board to maintain its high-end image. While its manufacturing and distribution costs are higher than average, the retail prices are also inflated well beyond those differences. This inflated pricing helps Benjamin Moore secure its position as the most expensive nationally available paint brand.
Benjamin Moore’s suggested retail prices are typically 25-50% above comparable mid and low-tier paint brands. A recent comparison of suggested prices for basic interior latex paint shows this gap:
| Brand | Gallon Price |
| Behr (low) | $25-35 |
| Valspar (mid) | $35-45 |
| Benjamin Moore (high) | $50-70 |
While its paint costs more to make and deliver, this degree of retail markup cannot be explained by manufacturing costs alone. The premium pricing is a deliberate strategy to sustain Benjamin Moore’s upscale reputation.
Is the High Price Justified?
Given the many factors making Benjamin Moore paint expensive, the key question is whether it’s worth the higher price tag.
There are several areas where Benjamin Moore paint offers tangible advantages:
– **Better aesthetics** – More pigments and smarter formulations create deeper, more uniform color.
– **Superior durability** – Harder finishes, better adhesion, and enhanced UV resistance mean longer-lasting paint jobs.
– **Easier application** – Paint flows and adheres to surfaces better due to viscosity modifiers and innovative resins.
– **Improved coverage** – Higher pigment load provides excellent hide to reduce number of coats needed.
– **Helpful service** – Knowledgeable retailers provide guidance on paint selection, tools, and techniques.
However, for many DIY and budget-minded consumers, the differences may not justify paying 50% or more over mainstream brands. Additionally, other popular premium brands like Sherwin-Williams offer similar quality and performance at slightly lower prices.
The bottom line is that while Benjamin Moore is priced higher than most paints, it delivers a noticeably better painting experience and long-lasting results in many circumstances. The right choice comes down to your specific project, budget, and painting needs. But Benjamin Moore’s reputation for quality and luxury is well-earned.
Conclusion
Benjamin Moore paint is expensive primarily because it is formulated with premium ingredients, manufactured under tight quality controls, and distributed through a network of specialty retailers. The company’s focus on high-end paints since 1883 has allowed it to command prices 25-50% higher than mainstream brands today.
For the discerning consumer, Benjamin Moore may deliver meaningful advantages in aesthetics, durability, and application. However, mainstream and mid-tier paints have closed the performance gap while retaining a significant price advantage. So the added cost of Benjamin Moore paint must be carefully weighed based on each paint job’s unique requirements. But there’s no doubt Benjamin Moore set the bar for excellence in the paint industry over its long and distinguished history.