Why Is Benjamin Moore Paint So Expensive And Is It Worth It?

If you’ve compared paint prices recently, you may have wondered: why is Benjamin Moore paint so expensive?

The difference becomes obvious when you move up its product range. A gallon of Regal Select Interior currently sells for around $75 at some authorized Ace Hardware locations, while Aura Bath & Spa is currently listed by Benjamin Moore at $108.99 per gallon. Prices vary because Benjamin Moore’s independently owned retailers generally set their own selling prices.

But Benjamin Moore doesn’t cost more simply because of its name.

Its premium pricing reflects a combination of:

• Proprietary resins
• Gennex colorant technology
• Premium pigments and raw materials
• Higher-performance formulations
• Extensive testing and R&D
• Strong hide and washability
• Color consistency
• Independent-retailer distribution
• Premium brand positioning

That doesn’t mean you need Benjamin Moore for every room.

A utility closet or rental turnover may not justify Aura. But in a high-traffic living room, bathroom, cabinets, trim, or a difficult deep color, spending more on the right Benjamin Moore line can make more sense.

Why Benjamin Moore Paint Costs More: Quick Answer

One thing I would not say is that every Benjamin Moore paint has exactly the same quality.

So, what makes it so expensive?

Benjamin Moore Develops Its Own Resins

A major reason premium paint costs more is the binder, also called the resin.

The resin is effectively the backbone of the dried paint film. It helps pigments adhere to the wall and affects properties such as:

1. Adhesion
2. Washability
3. Crack resistance
4. Peeling resistance
5. Flexibility
6. Durability

Benjamin Moore says it manufactures many of its own proprietary resins for its premium paints.

Its newest Aura Interior formula, for example, uses a proprietary acrylic resin made with a specific copolymer formulation designed to improve film durability.

Developing and manufacturing proprietary chemistry is more expensive than building every product around commodity ingredients.

But this is also why you shouldn’t assume a $100 gallon is simply a $40 gallon with a luxury label.

There are meaningful formulation differences.

• Gennex Color Technology Adds Cost

One of Benjamin Moore’s most important technologies is Gennex.

Most paint manufacturers need to tint a base paint after it reaches the store.

Benjamin Moore developed its own waterborne colorant system specifically for its paint formulations.

According to the company, traditional universal tinting colorants often require additional surfactants and other ingredients to disperse properly. Benjamin Moore designed Gennex to avoid some of those components, with the goal of maintaining:

1. Paint-film durability
2. Color retention
3. Consistency
4. Flow and leveling
5. Low-VOC performance

Gennex is therefore more than a color catalog.

It is part of the paint chemistry.

Benjamin Moore also says its low-VOC paints can remain low-VOC after tinting because Gennex itself is a zero-VOC waterborne colorant system.

That proprietary system requires its own formulation, manufacturing, tinting machines and dealer infrastructure.

All of that contributes to cost.

• Different paint finish

Benjamin Moore paint comes up with different paint finish options, and it has also impacted its overall pricing of it.

What finish you would pick will determine the final luster of the paint job.

If you want to know the types of finishes Benjamin Moore paint provides then, here are a few of those.

1. Semi-gloss finish
2. Flat Finish
3. Eggshell finish
4. High-gloss finish
5. Matte finish

So, these choices of yours and the purchase store will impact the final pricing of the paint and the range of the expensiveness of it would differ.

• Pigments Are Expensive

Paint contains several major components:

1. Pigments
2. Binders/resins
3. Liquids
4. Additives

Pigments do much more than create color.

White pigment such as titanium dioxide contributes heavily to hiding power, while colored pigments create the final shade.

Berkshire Hathaway, Benjamin Moore’s parent company, identifies titanium dioxide, pigments, monomers and polymers among the significant raw materials used in Benjamin Moore products.

Premium formulations generally aren’t designed around simply making the gallon as inexpensive as possible.

They’re engineered to achieve targets for:

1. Hide
2. Color
3. Film thickness
4. Scrubbability
5. Sheen
6. Stain resistance
7. Application

Raw-material quality and concentration therefore contribute to the final price.

• Mildew resistant paint

Thinking about the painting of your bathroom wall surface?

Then this painting is perfect for your pick. This Benjamin Moore paint is highly perfect for the places where there is a presence of moisture, for instance, the bathroom.

The coat of this paint does not let any element of this paint impact. It is also mildew-resistant paint. 

So, you can always go ahead with the painting job of your bathroom with this paint.

• External paint quality

When you are trying to paint the external surface of your house, then you need to pick durable paint that can survive the adversities due to the weather.

Benjamin Moore paint is perfect for the external walls of your house. It is durable, so getting exposed to several adversities will not make it vulnerable any time soon.

• Sustainable & Eco-Friendly Paints

Benjamin Moore is an industry leader when it comes to sustainable, eco-friendly paints. Their Green Promise designation means low or zero VOCs, low odor, and environmentally responsible formulas. Developing these specialized paints requires more resources, driving up manufacturing costs.

But customers gain peace of mind from buying sustainable paints.

• Self-priming paint

Benjamin Moore paint is self-priming paint. So, there will not be any need for the separate application of primer. It saves time and effort to a great extent during the painting job.

• Availability

Another reason for the higher price of the paint is it is not as available as the other paints. You should consider yourself lucky if you miraculously find this paint in your local painting and hardware store.

All these mentioned points are the reasons why the Benjamin Moore paint price is comparatively high in the market among the competitors.

Some Significant Downsides Of Benjamin Moore Paint

There will not be many paints that do not have one or two downsides along with it.

Benjamin Moore paint is no different. If you look for it, then you will find several downsides of this paint as well. 

But it is also true that a product only remains when the better sides of it outweigh all the downsides.

• Higher price

Not all people start the remodeling job of the home and the washroom having a good budget, some may start doing it on a tight budget.

So doing the painting job with an expensive paint like Benjamin Moore paint may be next to impossible for them.

That is why some people consciously end up avoiding this Benjamin Moore paint from purchasing.

• Unavailability of local stores

It is not easily available. There is very little chance of finding Benjamin Moore paint in the local painting and hardware store.

So, you may have to depend on the online order, then you have to depend on your luck for a perfect delivery. 

• Strong smell

It is a common observation while working with Benjamin Moore paint, the workers often get irritated due to the strong smell of ammonia in it. Sometimes the final paint may be found thicker than the usual thickness.

These are some common downsides of Benjamin Moore paint that you must keep in your mind while purchasing it.

Alternatives Of Benjamin Moore Paint

Are you considering some alternatives to the Benjamin Moore paint? Do not worry, I have got you covered here, you can pick the following options for yourself then.

1. Box Store paint
2. Sherwin Williams paints
3. Kelly-Moore paint
4. Behr paint
5. MF paints, and so on.

You can get to know all the pros and cons of these alternatives and ultimately pick the suitable one for yourself.

Is Benjamin Moore Worth the Money for Your Project?

At the end of the day, whether Benjamin Moore paint justifies the premium price depends on your specific painting project and needs.

Here are some instances where paying extra for Benjamin Moore paint is typically worth it:

• Any project where you want the paint job to really wow and impress, like an open concept living space or aesthetic interior design project. Benjamin Moore makes a statement.
• Painting the exterior of a luxury home where curb appeal and preserving property value matter. A premium paint job communicates quality.
• Commercial/business painting projects where a high-end professional finish sets the brand image. Think office buildings, hotels, restaurants etc.
• For finicky surfaces like cabinets, metals, and trim that need a durable smooth finish. Benjamin Moore’s formulas excel on these substrates.
• Projects where lots of color tinting is needed to match existing paint colors or create custom designer colors. Benjamin Moore offers unparalleled color accuracy and options.
• Painting contractors who want consistent premium results and less hassle for their business. Many pros swear by Benjamin Moore for the performance and support.

On the other hand, Benjamin Moore paint may be overkill for more basic painting needs:

• Painting builder grade new construction homes on a budget. More affordable paints will get the job done fine.
• Rental properties or basic apartments that just need a fresh coat of paint between tenants. You likely won’t see a return by using the most expensive paints.
• Painting unfinished garages, basements, attics or other utility spaces that don’t need anything fancy.
• Quick DIY touch ups or projects where you just need some basic colors. Economy paint works fine.
• Older properties set to be demolished or undergoing gut remodels. High-end paints won’t impact value.

So weigh your specific needs, budget, and goals. There are certainly situations where Benjamin Moore is clearly worth the investment. Other times, it makes more sense to save money and use more affordable paints.

Frequently Asked Questions (FAQ)

Wrapping Things Up

So, why is Benjamin Moore paint so expensive?

Part of the answer is brand positioning, but there is real product technology behind the premium.

Benjamin Moore invests in proprietary resins, Gennex colorants, pigment systems, specialized formulations, testing, color consistency and an independent dealer network.

Its most expensive paints also aren’t representative of the entire brand.

Aura is deliberately an ultra-premium product. Regal Select occupies the middle ground, while ben gives homeowners a more affordable entry into the Benjamin Moore system.

I wouldn’t automatically spend more than $100 per gallon to paint every wall in a house.

But I also wouldn’t judge premium paint only by the price of the can.

If better coverage, easier application or a more durable finish saves one additional coat—or delays an expensive repaint—the total project cost can look very different.

Choose the Benjamin Moore product according to the job rather than simply buying the most expensive can on the shelf.