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Newest Zero-VOC Paint ‘Natura’ from Benjamin Moore

Filed in News by on April 7, 2009 • views: 5098

Coming this spring (it isn’t in the midwest yet, but hopefully soon), Benjamin Moore will be releasing their new ‘Natura’ zero-VOC paint.  Read the press release below for highlights of Benjamin Moore’s latest “green” paint.

Benjamin Moore Continues Benchmark Achievements with Creation of Natura™ Zero-VOC Interior Paint

Fifteen years ago, Benjamin Moore introduced its first zero–VOC paint, an environmental milestone for its product portfolio that also reaffirmed its ongoing commitment to the discovery of breakthrough technologies. Now, America’s leading paint manufacturer is adding another benchmark achievement: Natura, a zero–VOC premium performance interior paint that, unlike any of the competition, is available in thousands of hues and a wide range of sheens. The VOC level of Natura is unaffected by the addition of colorant, because the paint is based on Benjamin Moore’s patented waterborne colorant system.

In fact, Natura Interior Acrylic Latex is available in all of Benjamin Moore’s 3,300 colors and it can be limitlessly color–matched to one’s personal choice and still be zero–VOC.

“Being green has never been so colorful,” said Carl Minchew, Benjamin Moore director of color technology. “Until now, zero–VOC paints meant restricted color options, because traditional colorants add the VOCs,” he explained. “But, Natura is built upon Benjamin Moore’s patented Gennex waterborne colorant system, and it’s the waterborne technology that makes the difference. So, no matter what color you choose, it will never add to the VOC level. Natura is green without compromise—the greenest paint Benjamin Moore has ever made.”

To substantiate that claim, Benjamin Moore sent Natura for testing to one of the two laboratories in the U.S. that perform California’s Collaborative for High Performance Schools (CHPS) indoor air tests. In comparison testing, it was found that Natura releases fewer total volatile compounds than other national top–selling zero–VOC paints. Universally, CHPS is considered to be the toughest paint–emissions standards, and so, the results leave no doubt how genuinely innovative Natura is.

While Natura‘s green characteristics are indisputable, its performance is equally superior, reflective of Benjamin Moore’s unrelenting dedication to produce the highest quality paints and coatings possible. Natura promises easy application, excellent hide and outstanding durability. It dries fast, in about 30 minutes to the touch and between one and two hours for recoating, and is virtually odorless. Additionally, it is highly washable (for best results, the paint must cure, so any time after two weeks is recommended.)

The Natura range includes a primer plus three sheens—flat, eggshell and semi–gloss—and, of course, the infinite selection of colors. Offered in quarts and gallons, Natura is $49.99 a gallon, MSRP.

In adding Natura to its growing family of eco–responsible Green Promise™ paints, Benjamin Moore has underscored its unending commitment to the development of products that help consumers live better with minimal impact on the environment. For more information on Natura and its availability, visit The site includes a retailer locator to help find where the paint is sold nearest you.

About Benjamin Moore…
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883 and this past year celebrated its 125th Anniversary. One of the country’s leading manufacturers of premium quality residential, commercial and industrial maintenance coatings, its products are distributed through a network of independent paint and decorating retailers located throughout North America. As the North American Paint Provider for Ronald McDonald House Charities, Benjamin Moore donates the interior and exterior paint for the Ronald McDonald houses throughout the U.S. and Canada. Natura is the specified interior product for all these houses, which serve as the homes–away–from home for critically ill children and their families.

About the Author ()

Nick is the owner and operations manager at DBK Painting. He has been a professional painter for over 10 years and bought DBK Painting in 2020 after being a longtime employee of the company. Nick has an eye for color and a steady hand. His love of the trade is visible in the work he performs with his team.

Comments (3)

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  1. dbkpaint says:

    Natura is finally here! They also have other new products available that have Benjamin Moore’s ‘Green Promise.’ If you have any questions about how you can benefit from Natura and other Zero VOC products, don’t hesitate to ask.

  2. Deborah Coburn says:

    Do you have any statistics on the consumer response to Zero VOC paints? Like the percentage of market demand?
    Also, how is Benjamin Moore marketing its Natura product?
    Thank you

    • Nick Lockwood says:

      I don’t have any specific statistics on the consumer response to zero VOC products, however I have many inquiries from residential homeowners. Customers have questions about product quality versus regular paints and why they would want to use a lower VOC/zero VOC paint. Overall, there have not been too many customers requesting to use the zero VOC paints. I am not sure if it is due to pricing levels (in conjunction with the economy) or if there just isn’t a desire/need to use the zero VOC products. The Natura was just released in the Chicago area and I have not heard or seen to much marketing outside of the retail stores or website. I am sure over the next few months and with a ramp up in marketing, the request for the zero VOC products will increase. We will have to wait and see.