Gennex® Color Technology

Discover the science behind Benjamin Moore quality.

At Benjamin Moore, we believe in doing things the right way. And that’s why we set out to make our paint the best it can be.

It wasn’t easy. Over ten years ago, we revamped our entire paint-making process -- with new color machines, new formulas, and new colorants. The result? Our exclusive Gennex® Color Technology that delivers gorgeous hues and unsurpassed durability to ensure the Benjamin Moore color you love lasts for years and years. It’s the "why" behind Benjamin Moore’s renowned quality.
A drying rack from our research and development facility features just a few of Benjamin Moore's 3,500+ colors.

Gennex: The Science of Stronger

Most common paint colorants require the addition of certain chemicals so that they can mix easily into any number of paints.

We realized that if we made our own colorants, designed specifically for our paints, we could remove unnecessary chemicals that weaken paint. What we ended up with is a formula that’s better, stronger and simpler.
Gennex® Color Technology makes our paint simpler on the inside and truer on the outside.

Truly One-of-its-Kind Color

Gennex® waterborne colorants give our paints vibrant hues that last for years.

Our color consistency is the precise result of Benjamin Moore paint and Benjamin Moore Gennex colorant, together. This particular pairing is what makes Benjamin Moore products impossible to replicate.

So if you’ve spent days, weeks or even months choosing a Benjamin Moore color, it’s critical to buy it from an authorized Benjamin Moore dealer, so what you see—and love—in the Benjamin Moore store, is what you get at home.
The orange paint used on this city home's front door features Gennex® Color Technology.

Ultra Durable, Remarkably Fade Resistant

Benjamin Moore paint engineered with Gennex Color Technology resists color fading indoors–and stands up to harsh weather conditions outdoors. This means the Benjamin Moore color you love stays truer over time, so you only repaint when you want to, not out of necessity.

And while other manufacturers’ paints may be less durable with darker colors, thanks to Gennex, you get both premium color and proven longevity across the entire color spectrum.
A kid's bathroom features a range of paint colors, all of which are strengthened by Gennex® Color Technology.

Environmentally Responsible

When we launched Gennex, we were the first company in the U.S. to introduce a zero-VOC (Volatile Organic Compounds) waterborne tinting system. But the difference is that our zero-VOC paints are able to remain zero-VOC even after being tinted with Gennex colorants. The same can’t be said of paint manufacturers who use generic, one-size-fits-all colorant.

Gennex is a testament to Benjamin Moore’s dedication to meet or exceed the most stringent environmental standards. With over 3,500 colors, you can pick the exact color you need, and know you’ve been environmentally responsible with each and every one of them.
Gennex® Color Technology

Gennex® Color Technology

Ask for Benjamin Moore products engineered with Gennex® Color Technology–available only at local paint and hardware stores authorized to sell Benjamin Moore.

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Paint test on a scale.

Pioneering Technology

Our commitment to research and innovation has led us to many industry firsts.

A Benjamin Moore employee mixes a vat of paint.


We are committed to developing products that are effective, safe and minimize impacts on the environment.