The greenest. Eco-friendly Natura® from Benjamin Moore & Co

Today, ecological standards are no longer a lifestyle issue, but an inevitability. The need for high eco-standards was especially acute during the lockdown period. If you are looking for the most environmentally friendly paint in the world, then Natura® from Benjamin Moore is your choice.

Ecostyle strengthens its position in all spheres - from everyday habits to design solutions. And this is not a fleeting fashion, but a manifestation of sustainism, an alternative revolution of sustainability, global changes in perception, values, and culture.

When talking about eco-style in design, it does not mean only the trend of maximum use of natural materials and shades, recycling and craft decor elements in interiors. Responsibility and awareness are key concepts related to both production and consumption. We are talking about innovations that make it possible to minimize the human impact on the planet, systematically take care of plants and animals. Sustainism, investments in ecological and social sustainability, today is significantly more expensive from a financial point of view than usual solutions. However, more and more people are ready to pay for innovations, realizing that only a careful attitude to the environment will solve civilizational problems.

An example of such sustainability innovation is the ecological line of Natura® paints from Benjamin Moore.

Yulia Yavtushenko, brand manager of Benjamin Moore Ukraine

"Natura® is an ideal solution that is absolutely safe for both your family and the environment. In addition to environmental parameters, the paint has a high level of performance characteristics, purity and color integrity. It is universal - the paint is used both for walls and ceilings, and for painting furniture. It is stable, it can be washed, which is especially important when decorating, for example, children's rooms. And it's safe — you can make repairs even during lockdown, living in the same room," says Julia Yavtushenko, brand manager of Benjamin Moore Ukraine.

 

Clean, honest, hypoallergenic

The Benjamin Moore company has always adhered to the highest environmental standards — it was one of the first in the industry to refuse the use of zinc and mercury in its production.

Benjamin Moore employees deal with issues of environmental protection both at work and in society. Benjamin Moore's comprehensive management system covers the entire life cycle of innovation, development, production and disposal of products. The company works to optimize energy consumption and water use, systematically reduces emissions into the atmosphere and waste generation.

"We are focused on protecting the health and safety of our employees, as well as maintaining the quality of the environment for future generations," Yulia Yavtushenko emphasizes.

The logical result of the evolution of strict internal standards, which are much higher than in the industry as a whole, was the creation of the Natura® series — odorless paint with zero volatile organic compounds (VOC) content.

Thanks to this, the Natura® series is absolutely safe and acceptable for the most vulnerable categories, including children and people with respiratory diseases.

Ecologically clean Natura® paint with zero content of volatile organic compounds

According to the WHO, asthma and allergies are one of the most important public health problems. More than 370 million people worldwide suffer from asthma. This is the most common chronic disease among children. Allergic diseases are also spreading, especially in urbanized areas, which, according to forecasts, will affect most of the world's population by 2050. One of the key elements of the strategy of fighting allergic diseases is the reduction of risk factors, including the creation of a safe environment.

 

Advantages of Natura®:

  • Patented production technology and a special distillation process helped to create a paint without a specific smell characteristic of traditional interior paints.
  • Thanks to the company's patented water-soluble Gennex® dye system, which does not contain VOCs (volatile organic compounds), the possibility of allergic reactions during dyeing is minimized. At the same time, Gennex gives the opportunity to choose among 20 thousand. Benjamin Moore colors and in popular interior glosses, including Flat, Eggshell, Pearl and Semi-Gloss. Thus, it is possible to cover both the ceiling and the walls with paints from one line of Natura®, providing expressive color solutions.
  • Paint coloring is done with the help of a special computer program according to the formula, so even after a few years after the repair, if you need to update the surfaces, you will always be able to get an exact hit in the selected color from the wide palette of Benjamin Moore.
  • Another plus of the paint is quick drying. After 30 minutes, you can apply the next layer, and after 3-4 hours after the completion of the work, you can already use the painted room.
  • Surfaces painted with Natura® can be washed, which greatly simplifies their use in children's rooms and extends their service life.

Patented production technology and a special distillation process helped to create a paint without a specific smell

The Asthma and Allergy Foundation of America AAFA, together with the International Certification Agency Allergy Standards Limited (ASL), developed a research program under the guidance of therapists. Within its framework, experts test and identify consumer goods that are more suitable for people suffering from asthma and allergies.

The Natura® series has earned the Asthma & Allergy Friendly™ certificate, that is, the product is defined as safe for people who are especially sensitive to volatile organic compounds and prone to allergic reactions.

"We are proud of the scientific achievements achieved by Benjamin Moore with the Natura® series. Now any family can be sure that in the process of renovation, painting the walls, cloth, furniture, they create a safer home," said Mike Tringale, senior vice president for external relations of the American Asthma and Allergy Foundation.

Thanks to its environmental friendliness, the Natura® paint series is the champion in terms of the number of awards and distinctions among all products produced by the Benjamin Moore company.

Natura® paint is ideal for children's rooms, as well as for rooms where there are people suffering from asthma or allergies

On the jar of Natura® paint, you can find the Green Promise ecological safety sign, which is a confirmation of the product's environmental friendliness.

Natura® was recognized as the product of the year 2015 in the category "Paints for interior work" in the USA and received the Cradle to Cradle™ silver certificate, MPI GREEN PERFORMANCE® Standard from the National Institute of Building Sciences.

Natura® paint meets the requirements of LEED®, the green building certification system, so it can be used for finishing any complexity, including today's current eco-projects.

Due to its unique properties, Natura® paint is recommended not only for residential premises, but also for educational, healthcare and catering establishments.

Numerous awards and certificates confirm the ecological composition of Natura® paint and its harmlessness to the environment

Natura® paint has three most popular gloss levels: Flat, Eggshell, Semi-Gloss. It is free of charge in all the main colors from the Benjamin Moore collection

But it is most in demand, first of all, in the children's segment, since it is precisely the health of children that they care about first.

"Among the clients who chose this series in Ukraine is, for example, a private kindergarten. Many requests for creating residential interiors, children's rooms. We see an unconditional growth of interest in environmentally responsible solutions in our country, and we are very happy about it, because such a choice demonstrates an increase in awareness and responsibility of society," sums up Yulia Yavtushenko.

 

Interviewed by: Oksana Hryshina