Behr, a Masco subsidiary, launched a new plant‑based paint and primer on November 3, 2025. The product, BEHR PREMIUM PLUS® ECOMIX™ Plant‑Based Paint & Primer, is the first 100% all‑acrylic paint and primer to meet the USDA BioPreferred Program’s 20% renewable‑material requirement for interior paints and coatings.
The paint is zero‑VOC, UL GREENGUARD GOLD certified, and contains at least 20% plant‑based ingredients verified by third‑party testing. The launch adds a high‑performance, environmentally responsible option for DIY and professional customers.
The product is sold exclusively through The Home Depot, a partnership that has spanned 45 years. In addition, Behr donated 2,500 gallons to Habitat for Humanity for 100 homes, including the 2025 Jimmy and Rosalynn Carter Work Project in Austin, Texas.
The launch supports Masco’s sustainability strategy, which set a target to cut scope 1 and 2 greenhouse gas emissions by 50% by 2030 relative to 2020 levels. In 2023, about 50% of Masco’s enterprise revenue came from sustainable products, underscoring the importance of this new offering.
Management highlighted the product’s competitive differentiation and its role in meeting growing demand for low‑emission building materials. The launch is expected to strengthen Masco’s market position in the eco‑friendly paint segment.
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