Taylor, Michigan/USA
www.masco.com
PUBLIC COMPANY; YEAR ESTABLISHED: 1929
REVENUE: $3.125 billion ▼ (2021: $3.428 billion)
MARKETS SERVED:
Architectural coatings
KEY EXECUTIVES:
Keith Allman, president and CEO; Amit Bhargava, VP, strategy and corporate development.
Masco reported net sales of $3.125 billion for paints and coatings in 2023. The company produces architectural coatings including paints, primers, specialty paint products, stains and waterproofing products. The products are sold in the U.S. and Canada through do-it-yourself channels under brands including Behr and Kilz.
The company’s Behr products are sold through The Behr Process Corporation to The Home Depot, the segment’s and the company’s largest company.
In his 2023 letter to shareholders, president and CEO Keith Allman said, “Behr Paint Company continued to focus on maintaining its strong brand leadership in the DIY market through the launch of new products and the expansion of its premium BEHR DYNASTY line—its most stain repellant, scuff-resistant, one-coat-hide paint—to include exterior paint. Attesting to the quality of our products and the strength of our brand, we are pleased to share that a leading consumer publication ranked BEHR DYNASTY number one on its list of most recommended interior paints and, for the first time ever, named BEHR-branded paints as four of the top seven recommendations.
"In our Pro business, we are very pleased with our three-year (2021-2023) Pro paint growth of over 60%. This impressive performance demonstrates the quality of our products and growing strength of the BEHR brand with the Pro. We are optimistic about the future and, together with our 40-year partner, The Home Depot, we will continue to strategically invest in this business, expand our services to the professional, and capitalize on the large opportunity in the Pro paint market.”
Behr Paint Names ‘Tugboat’ 2024 Exterior Stain Color of the Year
Behr Paint Company debuts its 2024 Exterior Stain Color of the Year: Tugboat, a delicate blend of brown and gray tones offering a timeless finish with a charming nautical appeal suited to ease into any design style.
The versatile stain color enhances the natural beauty of wood grain, while providing protection on exterior surfaces that will not only elevate the aesthetic of outdoor spaces but stand the test of time.
“Our 2024 Exterior Stain Color of the Year provides a new perspective on color for exterior wood stains, adding both character and freshness to projects,” said Erika Woelfel, vice president of color and creative services at Behr. “With a timeless finish, Tugboat’s versatile brownish gray color provides organic beauty to make any outdoor space feel like a safe harbor.”
Behr’s Exterior Stain Color of the Year headlines the brand’s first-ever Curb Appeal Collection, a curated set of 30 exterior paint, exterior stain, and spray paint colors to support consumer confidence during the color selection process.
Behr’s Exterior Stain Color of the Year and Curb Appeal Collection work in tandem to solve one of consumers’ biggest painting pain points, as many DIYers struggle with color paralysis when selecting hues, particularly for the exterior of their homes. In fact, according to a recent study conducted by Behr Paint, more than half (55%) of homeowners say color selection is the biggest hurdle when it comes to starting a home exterior project and 75% of homeowners look for color inspiration before starting home exterior projects.
Behr Announces First-Ever Commercial Color Forecast
Behr Paint Company introduced its first-ever Commercial Color Forecast, a collection of future-focused color palettes inspired by design professionals from some of the nation’s leading architectural firms.
The 2025 Commercial Color Forecast debuted to designers and industry professionals at NeoCon, held in Chicago.
The 2025Commercial Color Forecast – titled “No Clear Boundaries” – includes a palette of five color themes that range from neutral to bold and cool to warm tones that offer endless possibilities in designed spaces. The color collection was curated with the input and insights of emerging and seasoned designers from leading architectural firms across the nation.
The color themes can be used interchangeably for residential and commercial projects in hospitality, workplace, healthcare, multifamily and more.
• Limitless Whites: Barely-there warm whites that pair well with complimentary colors as a tried-and-true foundation for all
designed spaces.
• Bleisure: Familiar mid-tone colors inspired by adventure and reminiscent of natural surroundings that spark joy and optimism.
• Renew-trals: A new take on neutrals with a healing quality and nuanced approach for memorable appeal.
• Grand-Luxe: Classic and modern deep hues that draw captivating quality and alluring glamour to add sophistication and purpose.
• AI-sthetic: Soft and subtle pastels punctuated with unexpected bright accents, provoking dimension and intangible desire to
inspire creativity.
