Behr Launches an Acrylic Biobased Architectural Coating-Is it a First and Is the Market Ready?

Key takeaways from this newsletter

• Behr recently introduced “Ecomix,” a plant-based paint and primer meeting the USDA BioPreffered minimum renewable content of 20%.
• Other manufacturers have launched biobased paints.
• While Behr’s launch isn’t the first bio-based acrylic paint in the U.S., it could become the first to gain meaningful traction in the market.

An acrylic interior architectural coating with renewable content exceeding 20%,meeting the USDA BioPreferred minimum threshold, is now available in the United States. Behr recently introduced “Ecomix,” a plant-based paint and primer sold online and in select Home Depot stores nationwide. With low emissions that earned UL GREENGUARD Gold certification, the product also addresses growing consumer concerns about indoor air quality while promising durability and high performance.(1,2)

Although Behr’s “Ecomix” may be positioned as a first for the U.S. architectural coatings market, it is not the first globally. Other manufacturers have already launched bio-based paints:

• AkzoNobel introduced “Dulux Better Living Air Clean Biobased” in India, marketed as the country’s first USDA certified biobased paint. Containing 26% renewable content, it uses an acrylic copolymer binder and also actively removes air pollutants.(3.4)
• Mowilex, an Indonesian paint and coatings producer, launched “Naturelle* in 2023. This USDA certified matte paint contains 28% renewable raw materials, is water-based with an acrylic binder, and is formulated to be low odor, VOC-free, and capable of removing formaldehyde from indoor air.(5.6) 

The U.S. market itself has seen earlier attempts. In 2014, Benjamin Moore unveiled “Natura Renew,” promoted as “The Industry’s First Premium Biorenewable Paint” in collaboration with DSM (now part of Covestro). Based on an acrylic binder, the paint was designed to be durable, plant-based, and emission-free. It was initially distributed through select Pacific Northwest retailers, with plans for nationwide rollout later that year. Market research at the time identified that one in four American adults fit into the “LOHAS (Lifestyles of Health and Sustainability)” segment. Despite this positioning, “Natura Renew” is no longer available.(7) 

So, is Behr’s Ecomix truly a first for the U.S.? Not exactly. Its distinction will depend less on technical novelty and more on market acceptance. True sustainability here means durability in the marketplace, and that rests with the end user.

(1) Behr Paint Company Launches BEHR PREMIUM PLUS ECOMIX - Coatings World

(2) PREMIUM PLUS® ECOMIX™ Plant-Based Interior Paint | Behr

(3) Dulux from AkzoNobel launches India’s First USDA certified Bio-Based Paint ‘Dulux Better Living Air Clean Biobased’ - The National Bulletin

(4) tds_better_living_air_clean_biobased.pdf

(5) Mowilex presents Indonesia’s first ever bio-based paint - World Bio Market Insights

(6) Benjamin Moore Goes Greener With Natura Renew™, The Industry's First Premium Bio-Renewable Paint

(7) 20131209_338_TDS_US_OKF.pdf

#Behr #Ecomix #plant-based #biobased #biorenewable #sustainable #innovation #coatings #chemicals #consulting

(photo credit: picture generated by Microsoft Copilot)