Masco Corporation

The Company's First-To-Market Innovation Combines High Performance and Durability with Environmental Benefits

SANTA ANA, Calif., Nov. 3, 2025 /PRNewswire/ -- Today, Behr Paint Company announced the launch of BEHR PREMIUM PLUS® ECOMIX™ Plant-Based* Paint & Primer, an innovative paint and primer that combines positive environmental benefits with high-performance and durability. This plant-based* product is part of Behr Paint Company's efforts to deliver on all fronts: performance, durability, low emissions, zero VOC^, and renewable content.

BEHR PREMIUM PLUS^® ECOMIX^™ Plant-Based* Paint & Primer is the first 100% all-acrylic paint and primer that meet the 20% minimum threshold of renewable materials set for the interior paints and coatings category by the USDA BioPreferred Program. The new product is also UL GREENGUARD GOLD certified+, ensuring it has low chemical emissions and contributes to a healthier indoor environment.

"The launch of BEHR PREMIUM PLUS^® ECOMIX^™ Plant-Based* Paint & Primer marks a significant milestone in our commitment to developing products that are better for people and the planet," said Andy Lopez, SVP, Head of Global Marketing at Behr Paint Company. "This is innovation in action, offering consumers a more environmentally responsible choice without compromising the trusted quality and performance they expect from Behr."

The key to the BEHR PREMIUM PLUS^® ECOMIX™ Plant-Based* Paint & Primer breakthrough is its all-acrylic, zero-VOC^ formula. This unique formulation ensures that consumers get exceptional performance, durability, low emissions, zero-VOC^, and renewable content.

Behr Paint Company's environmental commitment extends beyond the BEHR PREMIUM PLUS® ECOMIX™ Plant-Based* Paint & Primer product's formulation. The company focuses on responsible ingredient sourcing, efficient manufacturing, and using low-impact, recycled packaging.

"We are dedicated to driving meaningful change through sustainable practices across our entire organization," says Megan Selby, President of Behr Paint Company. "From product formulation sourcing to how we support our communities–we believe it's our ongoing responsibility to future generations."

To highlight their commitment to community and sustainability, Behr Paint Company is partnering with Habitat for Humanity to donate 2,500 gallons of BEHR PREMIUM PLUS® ECOMIX™ Plant-Based* Paint & Primer to include in more than 100 homes across six affiliates in the U.S., including the 2025 Jimmy and Rosalynn Carter Work Project –a 25-home build in Austin, Texas dedicated to sustainable and affordable living.

BEHR PREMIUM PLUS^® ECOMIX ^™ Plant-Based* Paint & Primer is sold exclusively at The Home Depot. The product is currently available nationally online and can be purchased at select Home Depot stores across the U.S. Check your local Home Depot store for availability. To learn more about the product, visit www.behr.com.

^This product, like most Zero VOC paints, emits very low amounts of VOCs. Most emissions occur during painting and for 48 hours after. Some continue for two weeks or longer. While VOC emissions are very low, sensitive groups such as babies and asthma/allergy sufferers should minimize exposure.

*This product contains a minimum of 20% plant-based ingredients, verified through third party lab testing in accordance with ASTM D6866.

+BEHR PREMIUM PLUS® ECOMIX™ Paint & Primer is UL GREENGUARD GOLD Certified for low chemical emissions. GREENGUARD Certified products are certified to GREENGUARD standards for low chemical emissions into indoor air during product usage. For more information, visit ul.com/gg.

About Behr Paint Company

Founded in 1947, Behr Paint Company is one of the largest manufacturers of paints, primers, decorative finishes, stains, surface preparation and application products for do-it-yourselfers and professionals in the United States, Canada, and Mexico. The Santa Ana, Calif.-based company, and maker of BEHR^®, KILZ^® and WHIZZ^® brands, are dedicated to meeting the project needs of DIYers, designers and professional paint contractors with an unwavering commitment to quality, innovation, and value. For more information, visit Behr.com. Professional paint contractors and designers can visit Behr.com/Pro to learn about products, color tools and services. Behr Paint Company is a subsidiary of Masco Corporation (NYSE: MAS).

Behr and the Behr logo are registered trademarks of Behr Process LLC.

CONTACT : M Booth, behrdiy@mbooth.com

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SOURCE Behr Paint Company

BEHR^® Research Reveals a Powerful Link Between Paint Color and Self-Confidence

SANTA ANA, Calif., July 30, 2025 /PRNewswire/ -- Today, Behr Paint Company unveils Hidden Gem (N430-6A) as its 2026 Color of the Year—a smoky jade that uncovers exceptional beauty in every space. This dynamic blend of blue and green creates environments that feel both grounded and energizing—striking a redefined balance as a one-of-a-kind color.

"Now more than ever, there's a growing appetite for colors that challenge convention and bring an unexpected sense of wonder to everyday spaces," said Erika Woelfel, VP of Color and Creative Services at Behr Paint. "Hidden Gem captures that spirit in both name and color—its depth and refinement meets the desire for colors that are eternally stunning and stylish."

Hidden Gem reminds us that true elegance lies in subtlety and lasting appeal, encouraging a more personal connection to your home. This connection goes beyond the surface of your walls and can influence how you feel and express yourself every day. In fact, four in five (82%) Americans say the paint colors in one's home have the power to impact one's confidence¹.  

Additional new research conducted by Behr Paint shows:

• More than half of Americans agree that a room painted with Hidden Gem would be captivating (58%).
• Two in three Americans say Hidden Gem would make a space feel unique (67%), create a sense of peace in their home (66%), and stand the test of time (66%).

"Color holds the power to express who you are—it tells your story without saying a word," stated Andy Lopez, SVP, Head of Global Marketing at Behr Paint Company. "Hidden Gem empowers DIYers, designers, and paint professionals to craft spaces that are both purposeful and expressive—delivering lasting value through our high-quality products."

From full-room transformations to subtle accents, Hidden Gem adapts to your vision—adding a rich sense of self to every corner of your space. Whether it's a front door or a family room, a healthcare facility or a hospitality suite, a bedroom or a bookshelf, this versatile shade leaves a lasting impression in both residential and commercial settings.

Hidden Gem is a part of the BEHR^® 2026 Color Trends Palette—a collection of trend-forward colors that reflect a significant shift toward embracing warmth, comfort, and a hint of playfulness. The palette consists of grounding earth tones, deep jewel tones, and relaxed pastels that perfectly complement the 2026 Color of the Year. The full palette inspires reinvention with shades for every style, from casual and traditional to modern and eclectic.

It's Your Time to Shine with Hidden Gem

To celebrate the 2026 Color of the Year, Behr Paint is giving you the chance to win $50,000. From July 30, 2025 through August 13, 2025, you can enter by purchasing any BEHR^® product from The Home Depot, uploading your receipt, and following BEHR Paint on Instagram or TikTok. Visit http://behr.com/2026COTYsweepstakes for official rules and entry details.

BEHR^® products, including the BEHR 2026 Color of the Year, Hidden Gem, and the full BEHR^® 2026 Color Trends Palette, are available in top-rated, one-coat hide guaranteed* BEHR DYNASTY^® and BEHR MARQUEE^®, as well as BEHR ULTRA^® and BEHR PREMIUM PLUS^®, sold exclusively online and nationwide at The Home Depot. To learn more about Hidden Gem and explore the BEHR^® 2026 Color Trends Palette, visit behr.com/2026coty.

*Valid only when tinted to colors from the BEHR DYNASTY^® & BEHR MARQUEE^® Interior One-Coat Hide Color Collection.

About Behr Paint Company

Headquartered in Santa Ana, California, Behr Paint Company is one of the largest manufacturers of architectural paints and stains in the United States and Canada. The company offers a full line of products for the professional and do-it-yourself user, including BEHR^® Premium Plus^®, BEHR DYNASTY^®, BEHR MARQUEE^®, BEHR ULTRA^®, BEHR^® DeckOver^® and KILZ^® Primers. Behr Paint Company is a subsidiary of Masco Corporation (NYSE: MAS). For more information, visit behr.com. Professional contractors can learn more at behrpro.com.

Behr and the Behr logo are registered trademarks of Behr Process LLC.

CONTACT: M Booth, behrdiy@mbooth.com

¹ Behr Paint commissioned an online survey among n=1,000 general population Americans 18 years of age and older. Data is nationally representative by age, gender, race/ethnicity and region. The survey was fielded between June 13- 18, 2025. The margin of error (MOE) for the total sample is +/- 3 p.pts.

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SOURCE Behr Paint Company