Determines how easily the paint applies, dries, and cleans up.

The liquid that carries the paint and controls its flow. Waterborne paints use water; alkyds use mineral spirits or synthetic hydrocarbons; and urethanes and epoxies use stronger chemical solvents for durability. Some Benjamin Moore products—like Advance and Door, Trim & Cabinet—use a hybrid of water and alkyd resins, combining the smooth, hard finish of oil paint with the easy cleanup and low odor of water-based formulas.

Stronger binders means stronger adhesion, smoother finishes, and longer-lasting colour.

If water and milk are the liquids in baking, think of the binders as the eggs. They’re what make everything stick and set properly. Binders control how paint adheres, how flexible it stays, and how it resists cracking and fading. In Aura, Benjamin Moore’s Color Lock® Technology uses advanced binders to keep pigment locked evenly through every layer.

Additives fine-tune the product so painters work faster and results look better for longer.

These are the chemist’s secret weapons. They adjust how paint behaves—improving leveling, reducing spatter, increasing open time, preventing mildew, and even helping colour stay consistent under different lighting. Additives turn a good paint into one that applies beautifully and lasts longer.

The pigment defines the colour, coverage, and vibrancy that make Benjamin Moore unmatched.

The source of colour and hiding power. Benjamin Moore’s proprietary Gennex® pigment system is what truly sets them apart. Instead of using universal colorants that weaken paint, Gennex pigments are custom-formulated for Benjamin Moore resins, producing deeper, truer, longer-lasting colour. That’s why a Benjamin Moore red still looks rich years later instead of washed out or chalky.