What Dulux does

Dulux is an Australian paint and coatings manufacturer and brand, operated domestically by DuluxGroup (ASX:DLX) under license from global trademark owner AkzoNobel. The company manufactures and sells architectural paints, specialty coatings, primers, preparation products, and accessories across interior, exterior, ceiling, trim, metal, concrete, and decorative-effect applications, with sub-brands including Weathershield, Wash&Wear, UltraAir, Precision, Metalshield, Dulux Spray, Acratex, Aquanamel, Super Enamel, Concrete & Paving, Design Effects, Dulux Professional, Protective Coatings, and Powder Coatings. Its underlying technology centers on proprietary formulation science — water-based emulsions including a 99.9% VOC-free line, Scuffshield polymer technology in Wash&Wear +PLUS Anti-Scuff, and Ecosparc graphene-enhanced epoxy anticorrosive coatings developed in collaboration with Sparc Technologies.

Dulux serves three primary customer segments: DIY homeowners and self-painters (consumer retail), trade painters and contractors (Dulux Trade professional channel), and specifiers including architects, interior designers, and building professionals who require sustainable product documentation aligned with BREEAM, LEED, WELL, and Green Star standards. Additional industrial and commercial coatings revenue is generated through Dulux Protective Coatings and Powder Coatings subsidiaries. The company generates revenue predominantly through one-time product sales distributed via major hardware retailers and paint specialists, a dedicated trade/professional direct channel, and a specifier program integrated with BIM and DuSpec+ tools. A secondary revenue stream consists of professional services including colour design consultations, painter referral services, and specification support for architects and designers.

Dulux employs a multi-channel go-to-market combining digital content (colour visualisation tools, paint calculators, how-to guides, the Dulux Colour Forecast 2026), retail presence in major hardware chains, a dedicated trade/professional channel at DuluxTrade.com.au, a specifier/architect program, influencer and design partnerships (Three Birds Renovations, Bree Leech, Hunting for George, Julia Green), and event-based trade marketing (Dulux Study Tour, Dulux Colour Awards).

Name

Dulux

Legal name

DuluxGroup

Website

https://dulux.com.au

Company type

Public

Founded year

1933

Operating status

Operating

Headcount range

101–250 employees

Short description

Dulux is an Australian paint and coatings brand operated by DuluxGroup (ASX:DLX) under license from AkzoNobel, manufacturing architectural, specialty, and industrial coatings for DIY consumers, trade painters, and architectural specifiers across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Architectural paints and coatings

NAICS

Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Architectural & Decorative Paints (IMAEAHAA)

akta.pro secondary industries

Industrial & Protective Coatings (IMAEAGAB), Industrial & Commercial Painting/Coatings/Surface Treatment (IMAIAAAK)

Keywords

• Architectural paints
• Protective coatings
• Surface preparation
• Decorative finishes
• Powder coatings

Headquarters

HQ city

Dandenong West

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Paint and coatings product sales: Dulux generates revenue primarily through the sale of architectural paints, specialty coatings, primers, preparation products, and accessories to consumers, trade professionals, and specifiers through retail and direct channels.
2. Professional services: Dulux generates revenue through professional services including color design consultations, painter referral services, and specification support for architects and designers.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Dulux manufactures and sells architectural and specialty paints and coatings, including interior and exterior wall paints, enamels, primers, spray paints, powder coatings, and protective coatings. The portfolio is sold under sub-brands such as Weathershield, Wash&Wear, UltraAir, Metalshield, Precision, Acratex, Dulux Professional, Dulux Avista, Dulux Protective Coatings, and Dulux Powder Coatings to homeowners, trade painters, specifiers, and industrial customers across Australia and select international markets.

Product overview

Dulux is a comprehensive paint and coatings manufacturer offering a diverse portfolio of products across interior, exterior, specialty, and industrial applications. The core product lines include Weathershield (exterior weather-resistant paint), Wash&Wear (interior wall paint with stain resistance), UltraAir (low-VOC interior primer), Precision (surface preparation and prevention products), Metalshield (metal protection range), Concrete & Paving (three-stage concrete coating system), Renovation Range (furniture refresh products), Design Effects (decorative specialty finishes), Dulux Spray (aerosol paints), and Aquanamel/Super Enamel (trim enamels). Supporting sub-brands include Acratex (roofing products), envirO2 and ENVIROSOLUTIONS (environmentally focused ranges), Dulux Professional (trade products), Dulux Avista (decorative finishes), and Dulux Protective/Powder Coatings (industrial coatings). The company also provides color visualisation tools, paint calculators, and professional services including colour design consultations.

Differentiator

Problem solved

Functional benefit

Brands

• Weathershield: Exterior paint range designed for Australian weather conditions with enhanced durability and weather resistance
• Wash&Wear
• UltraAir
• Metalshield
• PRECISION
• Acratex
• Avista
• Aquanamel
• Super Enamel
• Concrete & Paving
• Design Effects
• Dulux Spray
• Professional
• Protective Coatings
• Powder Coatings

Products and services

• Weathershield Exterior paint engineered to withstand harsh Australian weather conditions while protecting homes and maintaining appearance. Targeted at homeowners and professionals and available through major retailers.
• Wash&Wear Interior wall paint designed to resist scuffs and marks, with the +PLUS Anti-Scuff variant featuring Scuffshield Technology for high-traffic areas. Targeted at homeowners seeking durable, washable interior finishes.
• UltraAir Low-VOC interior primer designed to improve indoor air quality during painting projects, with 99.9% VOC-free emulsions achieving 'Good' air quality readings during drying.
• Precision Surface preparation and prevention range including Maximum Strength Adhesion Primer for tough-to-paint surfaces, stain blockers, sealers, anti-graffiti coatings, and coatings removers.
• Metalshield Range of metal paints including Rust Defence, Epoxy Enamel, All Surface Primer, Cold Galv, Etch Primer, Hammered Finish, Brass & Copper, Multipurpose, Zinc, Steel, and Bright Zinc coatings designed to shield and protect metal surfaces against rust and corrosion.
• Concrete & Paving Three-stage coating system (Clean, Prime, Finish) for rejuvenating and protecting driveways, garage floors, paths, patios, and steps, available in Bare Concrete and Sealed Surface variants with Coloured Sealer, Crushed Pebble, Super Grip, and Clear Protective Sealer finishes.
• Renovation Range Products designed for furniture and cabinet refresh projects, providing solutions for transforming existing surfaces without replacement.
• Design Effects Specialty decorative finishes including Rust Effect, Metallic, Pearl, Copper, Copper Patina, Concrete, Chalk, Gold, and Stainless Steel effects for interior design applications.
• Dulux Spray Aerosol spray paint range with 37 colours, eight chalky finishes, and 13 decorative effects, including Dulux AutoShield for automotive use and Dulux Marking Range for line marking. Targeted at DIY users and trade for small-area and specialty applications.
• Acratex Range of roofing and rendering products including Render, Texture, Roof Membrane, Elastomeric Topcoat, Prep & Additives, and Venetian Plaster for exterior coating and restoration applications. Targeted at specifiers and commercial projects.
• Aquanamel Water-based enamel paint for doors, windows, and trims, providing a semi-gloss finish with easy application and cleanup.
• Super Enamel Solvent-based enamel paint providing a high-gloss finish for interior and exterior trim applications.
• Ceiling White Flat white paint specifically formulated for ceiling application to minimize glare and provide even coverage.
• 1Step Prep All-in-one surface preparation product that cleans, deglosses, and primes surfaces in one step for painting projects.
• Dulux Professional Trade-focused range including FASTFINISH for fast-drying applications and SteriGuard antibacterial coating for hygienic surfaces in commercial settings. Targeted at trade painters and commercial projects.
• Dulux Avista Range of decorative finishes and specialist applicator options for architectural projects. Targeted at specifiers and architectural applications.
• Dulux Protective Coatings Industrial-grade coating solutions for demanding environments and protective applications, including the Ecosparc graphene-based enhanced anticorrosive epoxy coatings developed with Sparc Technologies. Targeted at industrial and infrastructure customers.
• Dulux Powder Coatings Powder-based coating solutions for industrial and architectural applications. Targeted at industrial and architectural customers.

Quantifiable outcome

• Dulux Weathershield campaign reached over 28 million people through Holi partnership with Blinkit
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• BlinkitminorGTM or Marketing Partner · 27 March 2026Dulux Weathershield partnered with Blinkit in India to run a Holi campaign involving miniature paint buckets filled with gulal, which was shared extensively on social media. The campaign reached over 28 million people and included consumer participation and contests.
• nookucoreGTM or Marketing Partner · 8 January 2026Leading UK paint brand Dulux, owned by AkzoNobel, partnered with indoor air quality monitor nooku to demonstrate how paint formulations influence indoor air quality. The collaboration showcases water-based and low-VOC paints, with nooku monitoring data showing 'Good' air quality readings during drying when using Dulux's 99.9% VOC-free emulsions, compared to fluctuating 'Poor' or 'Bad' levels from standard durable paints.
• Sparc TechnologiescoreStrategic or Co-development Partner · 10 November 2025Dulux is collaborating with Sparc Technologies on the Ecosparc project to improve anticorrosive epoxy coatings. This partnership leverages Sparc's graphene-based technology expertise to enhance Dulux's protective coating formulations for improved performance.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Resene: New Zealand-headquartered paint manufacturer with strong ANZ presence. Directly competes with Dulux in NZ/Australian architectural paints with comparable color library and trade focus.
• Taubmans: Australia-established decorative paint brand with parallel consumer/trade channels. Competes directly with Dulux in Australian retail and Trade painter segments across interior and exterior product categories.
• Benjamin Moore: Premium architectural paint brand owned by Berkshire Hathaway. Competes with Dulux's premium interiors (Wash&Wear, Design Effects) through independent retailer networks and color expertise positioning.
• Wattyl: Long-standing Australian paint manufacturer now owned by Nippon Paint. Competes head-to-head with Dulux in Australian trade, retail, and protective coatings segments with a comparable sub-brand portfolio.
• Haymes Paint: Family-owned Australian paint manufacturer focused on trade and specialty segments. Directly competes with Dulux in ANZ with strong trade painter relationships and emerging design-led positioning.

Broad incumbents

• AkzoNobel: Global paints and coatings conglomerate and Dulux's ultimate parent/branding licensor. Operates Dulux, Dulux Trade, and Dulux Decorator Centres globally; competes directly via shared brand portfolio in UK, Europe, and other markets.
• Sherwin-Williams: Global architectural and industrial coatings leader named alongside Dulux in market sizing. Competes with Dulux in architectural paints, protective coatings, and DIY channels; significantly larger R&D and distribution scale.
• PPG Industries: Major global coatings manufacturer referenced alongside Dulux in semi-gloss paint market sizing. Competes in architectural, industrial, and protective coatings with multinational supply chain scale.
• Asian Paints: Asia's largest decorative paints manufacturer, profiled alongside Dulux in industry research. Operates a similar multi-channel consumer/trade model with strong color advisory services and emerging international expansion.
• Nippon Paint: Global paints manufacturer referenced alongside Dulux in market sizing. Strong APAC presence and owner of Australian brand Wattyl, creating direct competitive overlap in ANZ decorative paints.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dulux-powder-coatings-australia
• Xx.com/dulux_australia
• Facebookfacebook.com/DuluxAustralia

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dulux