Lick
Lick is a UK-based designer home interiors brand selling premium water-based paint in 100 curated colours, modern wallpaper, peel-and-stick samples, and professional tools via DTC e-commerce, B&Q retail, the LickStudio London flagship, and the LickPro trade programme serving decorators and interior designers across the UK, EU, and Germany.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lick does
Lick is a UK-based designer home interiors brand founded in 2019 and headquartered in London, operating under US-registered parent GJ Family Group LLC. The company sells a curated catalogue of premium interior paint, modern wallpaper, peel-and-stick paint samples, and professional painting tools, supported by in-person and virtual colour consultation services. Its core technical proposition rests on water-based, low-VOC (trace-VOC) paint formulations with high pigment concentration across a 100-colour palette offered in three finishes (Ultra Flat Matt, Matt, Eggshell), alongside a peel-and-stick sample format designed for 100% colour accuracy and re-positioning on walls without marks.
The business operates a multi-channel go-to-market. Direct-to-consumer e-commerce is the primary sales channel through lick.com, augmented by physical presence via the LickStudio flagship store in London and a UK retail partnership with B&Q. A separate LickPro trade programme — delivered in partnership with Screwfix — addresses professional decorators, while the Lick Design Programme serves interior designers. Geographic reach spans the UK, EU, and Germany through dedicated regional storefronts. Revenue is predominantly transactional: paint and wallpaper purchases, sample and tool sales, and consultation fees. Brand collaborations with Hunter, Soho House, M·A·C, Heinz, and Studio Coverdale generate limited-edition collections used to drive awareness and earned media.
Capital has been raised across multiple rounds since inception, including a $23 million Series 2 in 2021 led by OMERS Ventures with Felix Capital, Ascension, and others participating; two undisclosed rounds followed in 2023 (Pente Capital) and 2025 (Stella Capital). The company holds B-Corp and FSC certifications and emphasises sustainability credentials across marketing.
Lick firmographics
Firmographics- Name
- Lick
- Website
- https://lick.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lick is a UK-based designer home interiors brand selling premium water-based paint in 100 curated colours, modern wallpaper, peel-and-stick samples, and professional tools via DTC e-commerce, B&Q retail, the LickStudio London flagship, and the LickPro trade programme serving decorators and interior designers across the UK, EU, and Germany.
- Ownership category
- akta.pro rank
Lick industry classification
Industry- Product category
- Interior Paint and Wallpaper
- NAICS
- Paint and Wallpaper Retailers (444120), Paint and Coating Manufacturing (32551)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Paints (IMADAKAA)
- akta.pro secondary industry
- Architectural & Decorative Paints (IMAEAHAA)
Keywords
Where Lick is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lick business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Paint Sales: Direct-to-consumer sales of interior wall paint in various finishes (Ultra Flat Matt, Matt, Eggshell) to homeowners and professionals. Revenue generated through one-time product purchases with prices varying by product type and finish.
- Wallpaper Sales: Sales of designer wallpapers including floral, botanical, animal, striped, and mural designs. Wallpapers sold by roll with sample options available.
- Sample Products: Sale of peel-and-stick paint samples and wallpaper samples, as well as curated sample bundles. Paint samples priced at £2 each with bundles offering value pricing.
- Professional Tools: Sales of painting tools and supplies including brushes, rollers, and the Lick Ultimate Room Kit targeting both consumers and professional decorators.
- Colour Consultations: Paid consultation services including virtual consultations, in-store consultations, and at-home consultations with expert colour consultants and the Director of Interior Design.
- Trade Programme: LickPro programme for professional decorators and Lick Design Programme for interior designers, providing dedicated product lines and pricing for trade customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Paint Samples |
| Unit Pricing | Pay-as-you-go | Sample Bundles |
| Unit Pricing | Pay-as-you-go | Paint Cans |
| Unit Pricing | Pay-as-you-go | Wallpaper Rolls |
| Other | Pay-as-you-go | Colour Consultations |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Lick product offering
Product offeringCore offering
Lick designs, manufactures, and sells premium interior wall paint in 100 pigment-rich colours across three low-VOC water-based finishes (Ultra Flat Matt, Matt, Eggshell), alongside designer wallpaper in floral, botanical, animal, striped, and mural designs. Its core differentiator is a proprietary peel-and-stick paint sample format made with real paint for 100% colour accuracy, supported by an interactive Colour Quiz, a Digital Colour Chart, paid colour consultations (at-home, virtual, in-store), and professional-grade painting tools.
Product overview
Lick is a UK-based designer home interiors brand offering a unified product ecosystem centered on premium paint and wallpaper. The core portfolio comprises 100 pigment-rich paint colours available in three finishes (Ultra Flat Matt, Matt, and Eggshell), modern wallpaper designs (floral, botanical, animal, striped, mural), and complementary peel-and-stick paint samples for colour accuracy testing. Supporting services include LickStudio colour consultations (at-home, virtual, and in-store), an interactive Colour Quiz tool, and the LickPro programme for professional decorators. The brand has established brand collaborations with Hunter, M·A·C, Soho House, Heinz, and Studio Coverdale. Paint and wallpaper products are available for purchase online and through B&Q retail stores, with the flagship LickStudio located in London.
Differentiator
Problem solved
Functional benefit
Products and services
- Paint Designer interior wall paint available in 100 pigment-rich colours and three trace-VOC water-based finishes (Ultra Flat Matt, Matt, Eggshell Walls & Ceilings), sold to DIY consumers, professional decorators, and interior designers.
- Wallpaper Modern and contemporary wallpaper designs in floral, botanical, animal, striped, and mural patterns, sold by the roll with sample options available, targeted at consumers decorating bedrooms, living rooms, dining rooms, kids' rooms, and home offices.
- Peel & Stick Paint Samples Moveable paint samples sized 180x180mm and made with real Lick paint for 100% colour accuracy; can be repositioned on different walls without leaving marks and are fully recyclable, addressing colour visualisation risk before full paint purchase.
- Sample Bundles Expertly curated collections of Peel & Stick paint samples organised into tonal palettes, complementary palettes, room-specific sets, and best-selling colour bundles, priced at £6.40–£9.60.
- LickPro Tools Professional-grade painting tools including brushes, rollers, pots, and the Lick Ultimate Room Kit, designed for eco-friendly application and a smooth, even finish across consumer and trade segments.
- LickStudio Consultations Paid colour and design consultation services delivered at customers' homes, virtually, and in-store at the LickStudio London flagship, led by expert colour consultants and the company's Director of Interior Design.
- Lick Colour Fan Physical colour fan reference tool for LickPro trade customers (professional decorators and interior designers) to reference and share colour selections with their clients.
- LickPro Decorator Programme Trade programme for professional decorators offering trade pricing, dedicated product lines including professional-grade paint and tools, the Lick Colour Fan, and access to the LickPro Decorator's Club community, delivered in partnership with Screwfix.
Companies that use Lick
Customer profileSegments3 records
Ideal customer profiles3 records
Lick technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Lick partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, flagship and minor.
- B&QcoreB&Q is the primary retail stockist for Lick paint and wallpaper products in the UK. Lick products are available in B&Q stores, making them accessible to a broader DIY consumer base through physical retail presence alongside e-commerce sales.
- HunterflagshipLick x Hunter collaboration created the limited edition Green 170 paint colour, inspired by Hunter's Original Tall Boot rubber. The collaboration represents a flagship brand partnership combining heritage footwear aesthetics with interior paint design.
- Soho HousecoreLick x Soho House collaboration featuring Teal 03 76 Dean Street paint, bringing the signature aesthetic of Soho House spaces into consumer homes with exclusive colourways designed for the hospitality brand.
- M·A·C CosmeticsflagshipCollaboration with M·A·C bringing cosmetics brand aesthetics into interior design with exclusive paint colour collections inspired by the makeup brand's iconic shades.
- HeinzflagshipLimited edition collaboration bringing the iconic Heinz tomato ketchup red into paint form, demonstrating Lick's ability to translate brand colours into interior design products.
- Studio CoverdaleminorWallpaper collaboration with Studio Coverdale featuring exclusive Bloombastic 01 wallpaper design, expanding Lick's designer wallpaper collection.
- ScrewfixcorePartnership with Screwfix for the LickPro programme, making professional decorator products available through Screwfix's trade-focused retail network.
- ScrewfixminorLickPro Decorator's Club offered in partnership with Screwfix, providing professional decorators exclusive benefits, pricing, and community access.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Lick competitors and assessment
Company assessmentDirect peers
- Farrow & Ball: Farrow & Ball is the UK benchmark for premium designer paint and wallpaper, with a curated colour palette, own retail stores, and a strong trade/décor following. It is the most directly comparable premium paint brand to Lick in positioning, customer overlap, and product breadth.
- Little Greene: Little Greene is a UK premium paint and wallpaper maker with a heritage positioning, designer colour library, and trade programme. It competes head-to-head with Lick in the same premium DIY and interior-design customer segments.
- Graham & Brown: Graham & Brown is a UK designer wallpaper and paint brand with a strong trade and DIY footprint and broad retail distribution. It overlaps directly with Lick's wallpaper line and premium paint positioning.
- Annie Sloan: Annie Sloan pioneered the premium decorative paint category with chalk-based finishes and a creator-led community. It targets the same design-conscious DIY consumer as Lick and has a comparable digital-first, content-led brand approach.
Emerging players
- Coat Paints: Coat Paints is a UK-based premium paint startup with a similar DTC, design-led approach and curated colour palette. It is a closer-stage peer competing for the same millennial/Gen-X decorating audience as Lick.
- Backdrop: Backdrop is a US-based premium direct-to-consumer paint brand with a curated palette and design-led marketing. It represents a comparable emerging premium paint playbook Lick could emulate or compete against in international expansion.
- Clare Paint: Clare is a US DTC premium paint brand offering curated colours and a designer experience similar to Lick's. It is comparable as a digitally native premium paint entrant targeting the same design-conscious renter/homeowner demographic.
Broad incumbents
- Dulux (AkzoNobel): Dulux is the dominant mass-market paint brand in the UK, owned by AkzoNobel, with ubiquitous retail distribution including B&Q. It is not a direct premium peer but its scale, trade programme, and shelf dominance set the competitive context Lick operates in.
- Crown Paints: Crown Paints is a long-established UK paint manufacturer with broad retail and trade channels. While mass-market rather than premium, it competes for the same household decorating budget and shelf space as Lick.
Others
- Screwfix (LickPro trade partner): Screwfix is the UK trade retailer partnered with Lick on LickPro. Listed as an ecosystem participant rather than a competitor, it is the primary physical and digital distribution channel for Lick's trade decorator business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Lick social profiles
Digital presenceLick compliance and trust
Trust signalCompliance2 records
Lick financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lick leadership team
Management profileNumber of profiles
Profiles3 records
Lick funding detail
Funding detailFunding overview
Funding rounds5 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lick M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lick
What does Lick do?
Lick designs, manufactures, and sells premium interior wall paint in 100 pigment-rich colours across three low-VOC water-based finishes (Ultra Flat Matt, Matt, Eggshell), alongside designer wallpaper in floral, botanical, animal, striped, and mural designs. Its core differentiator is a proprietary peel-and-stick paint sample format made with real paint for 100% colour accuracy, supported by an interactive Colour Quiz, a Digital Colour Chart, paid colour consultations (at-home, virtual, in-store), and professional-grade painting tools.
Is Lick a public or private company?
Lick is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lick founded?
Lick was founded in 2019. It employs 11 to 50 people.
Where is Lick based?
Lick is headquartered in London, United Kingdom, in the Europe region.
How does Lick make money?
Six revenue lines are on record. Paint Sales are the primary driver. The others are wallpaper Sales, sample Products, professional Tools, colour Consultations and trade Programme.
Who are Lick's main competitors?
Direct peers on record are Farrow & Ball, Little Greene, Graham & Brown and Annie Sloan. Emerging players are Coat Paints, Backdrop and Clare Paint. Broad incumbents are Dulux (AkzoNobel) and Crown Paints. Screwfix (LickPro trade partner) is listed as an others.
Does Lick have an API?
No public API is recorded for Lick.
What industry is Lick in?
Lick's product category is Interior Paint and Wallpaper. Its primary akta.pro industry code is IMADAKAA, Architectural & Decorative Paints, with a secondary code of IMAEAHAA, Architectural & Decorative Paints. Its NAICS code is 444120 and its SIC code is 2851.