What Behr does

Behr Process LLC is a U.S.-based manufacturer of architectural paints, primers, stains, and specialty coatings, operating as a subsidiary of Masco Corporation. Its portfolio is segmented across multiple tiers — Premium Plus, Ultra, Marquee, and Dynasty — covering interior and exterior use cases for both DIY homeowners and professional painting contractors. Underlying product technologies include one-coat hide formulations, SCUFF DEFENSE surface durability, color fade protection, and the Simple Pour Lid packaging system. Complementing the physical product line are digital tools such as ColorSmart color-matching, the Paint Your Place augmented reality visualizer, and a Paint Calculator intended to reduce pre-purchase decision friction.

The business model is structurally a single-channel distribution partnership: Behr sells its entire branded output exclusively through The Home Depot across the United States, with selected distribution into Canada, Mexico, and Chile. Revenue is generated through retailer wholesale volumes driven by combined DIY and Pro contractor traffic, with the Pro Xtra loyalty program providing additional capture of professional painter spend. Pricing is tiered across the Premium Plus, Ultra, Marquee, and Dynasty lines, allowing the brand to span value, mid, and premium price points inside a single shelf set.

Behr's competitive positioning is reinforced by third-party trust rankings (Lifestory Research most trusted paint brand, #1 Consumer Reports), GREENGUARD Gold certification on more than 100 products, the 2025 MPI Green Performance Champion designation, and a documented sustainability program incorporating over 7.5 million pounds of recycled materials and 1,500 tons of recycled plastic. The annual Color of the Year program (e.g., 2026's Hidden Gem) anchors merchandising and content strategy. The brand does not, however, have any disclosed proprietary AI/ML capability, and its differentiation rests on chemistry, packaging, brand, and the exclusive retail relationship.

Name

Behr

Legal name

Behr Process LLC

Website

https://behr.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Behr is a U.S.-based paint and coatings manufacturer (Masco Corporation subsidiary) that sells exclusively through The Home Depot, serving DIY homeowners and professional painters with a tiered interior/exterior paint, primer, and stain portfolio.

Ownership category

akta.pro rank

Product category

Architectural Paint & Coatings

NAICS

Paint and Wallpaper Retailers (444120)

SIC

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

akta.pro primary industry

Color Masterbatches & Dispersions (IMAEAHAK)

akta.pro secondary industry

Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)

Keywords

• Interior paint
• Exterior paint
• Paint coatings
• Wood stains
• Floor coatings

Headquarters

HQ city

Santa Ana

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coatings Sales: Behr generates revenue through the sale of interior paints, exterior paints, primers, stains, and wood finishes. Products are sold exclusively through The Home Depot both in-store and online. Revenue is generated through one-time product purchases at various price points.
2. Professional Products and Services: BEHR PRO division serves professional painters and contractors with dedicated products, technical services, and the Pro Xtra loyalty program offering volume discounts up to 20% off.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Behr manufactures and sells interior and exterior architectural paints, primers, wood stains, floor coatings, and specialty finishes across multiple quality tiers (Premium Plus, Ultra, Marquee, and Dynasty), distributed exclusively through The Home Depot retail stores and online, with a dedicated BEHR PRO professional sales channel. The product portfolio is supported by proprietary color visualization tools, digital paint calculators, and the Pro Xtra loyalty program offering up to 20% discounts to professional contractors.

Product overview

Behr is a comprehensive paint and coatings company offering a multi-tiered portfolio of interior and exterior paints, primers, wood stains, floor coatings, and specialty finishing products. The product lineup is organized into distinct quality tiers: entry-level Behr Premium Plus® (including ECOMIX™ eco-friendly variant), mid-tier Behr Ultra® with scuff resistance technology, and premium Behr Marquee® and Behr Dynasty® lines featuring one-coat hide guarantees and color fade protection. Beyond core paints, Behr provides a complete ecosystem including primers and sealers, interior and exterior wood stains, floor coatings (porch, patio, garage, decorative concrete), decorative finishes like chalk paint, and professional-grade tools such as the innovative Simple Pour Lid and CoverPro™ rollers. The company supports its products with digital tools including ColorSmart by BEHR® for professional color coordination, the Paint Your Place visualizer for consumer room preview, and a Paint & Stain Calculator. Behr also offers curated color collections including the Designer Collection (30 designer-approved colors), the 2026 Color of the Year Hidden Gem, and specialized collections for whites, grays/neutrals, and one-coat hide colors. Products are sold exclusively through The Home Depot and supported by comprehensive how-to educational content.

Differentiator

Problem solved

Functional benefit

Products and services

• Behr Premium Plus (Interior & Exterior) Entry-level interior and exterior paint line providing quality coverage and durability for residential painting projects including walls, siding, trim, doors, and shutters. Sold exclusively through The Home Depot.
• Behr Premium Plus ECOMIX Interior paint variant with eco-friendly formulation incorporating recycled paint content, aimed at sustainability-focused residential projects.
• Behr Ultra (Interior & Exterior) Premium mid-tier interior and exterior paint & primer featuring advanced SCUFF DEFENSE technology for scuff and mar resistance, backed by a lifetime durability guarantee. Available with same Ultra formulation for exterior siding, trim, and doors.
• Behr Marquee (Interior & Exterior) Premium interior and exterior paint & primer with guaranteed one-coat hide coverage when tinted with colors from the One-Coat Hide Collection. GREENGUARD Gold certified for low chemical emissions.
• Behr Dynasty (Interior & Exterior) Top-tier interior and exterior paint with one-coat hide capability and 10-year color fade protection when tinted from the curated Exterior Color Fade Protection Palette. Designed for high-end residential projects.
• Interior & Exterior Primers, Sealers & Undercoaters Preparation products for interior and exterior surfaces designed to ensure proper paint adhesion and weather resistance prior to topcoat application.
• Wood Stains & Finishes (Interior & Exterior) Stains, sealers, and finishes for interior wood furniture and trim, plus waterproofing stains and sealers for exterior decks, fences, and siding. Includes the BEHR FAST DRYING Water-Based Wood Stain and BEHR PREMIUM Penetrating Oil-Based Wood Stain with polyurethane protection.
• Floor Coatings (Interior & Exterior) Floor paints and coatings for interior concrete and masonry surfaces plus exterior porches, patios, and garage floors. Includes the BEHR PREMIUM Porch and Patio Floor Paint (100% acrylic latex with mildew-resistant finish) and the BEHR PREMIUM 1-Part Epoxy Concrete & Garage Floor Paint.
• Decorative Finishes Chalk decorative paint and specialty finishes for furniture refinishing and accent projects, requiring no stripping, heavy sanding, or priming.
• Advanced DeckOver Coating for resurfacing properly prepared weathered wood and concrete deck surfaces, restoring deteriorated decks with a renewed finish.
• BEHR PREMIUM Specialty Coatings Specialty coatings line including the Protector and Waterproofer (protecting against corrosion, spalling, efflorescence, and freeze-thaw damage), Granite Grip decorative textured concrete coating, Semi-Transparent and Solid Color Concrete Stains, Low Lustre Sealer, Color Enhancing Sealer, Wet Look Sealer, and Concrete Crack Filler for patios, driveways, and garage floors.
• BEHR CoverPro & Flocked Foam Rollers High-performance painting accessories including CoverPro roller fabric with advanced shed-resistance for smooth finishes, plus Flocked Foam Rollers achieving a spray-like finish on cabinets, doors, and trim.

Quantifiable outcome

• One-coat hide coverage with BEHR DYNASTY and MARQUEE paints
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• The Home DepotcoreChannel Partner/ Reseller/ DistributorThe Home Depot is Behr's exclusive retail partner in the United States. Behr products are sold exclusively at Home Depot stores and homedepot.com. The partnership includes the Pro Xtra loyalty program (offering up to 20% discounts for professionals), dedicated BEHR PRO Paint Representatives in select stores, and the Home Depot Pro Referral service connecting customers with professional painters.
• Masco CorporationcoreOthersMasco Corporation is the parent company of Behr Process LLC. The corporate website (corporate.behr.com) and sustainability reports reference Masco's corporate sustainability initiatives and reporting.
• Fresh ArtistsminorStrategic or Co-development PartnerPartnership with Fresh Artists on a Chip Art program that supports underfunded public schools. Children create mosaic artwork using obsolete paint chips and recycled cardboard, addressing the industry problem of paint chip disposal while supporting arts education.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• PPG Industries: Global coatings manufacturer whose Glidden brand is sold at The Home Depot alongside Behr. Directly competes at the same retail shelf and across professional channels in architectural paint.
• Sherwin-Williams: Largest U.S. architectural coatings manufacturer with multi-channel distribution (company-owned stores, independent retailers, big-box). Closest direct competitor to Behr in interior/exterior paint, with overlapping professional and DIY segments.
• Benjamin Moore: Premium paint brand owned by Berkshire Hathaway, distributed through independent retailers. Directly competes with Behr's premium Dynasty and Marquee lines in interior/exterior architectural coatings.

Broad incumbents

• Rust-Oleum: Specialty coatings manufacturer owned by RPM International. Competes with Behr in adjacent categories such as wood stains, concrete coatings, and DIY specialty finishes, overlapping with Behr Premium Plus and decorative finishes.

Others

• Kilz (Masterchem): Sister brand under Masco Corporation focused on primers, stains, and specialty coatings. Co-marketed with Behr (joint GREENGUARD certifications) and complements Behr's product ecosystem within the same parent company.

Regional players

• Dunn-Edwards: Regional architectural paint manufacturer with strong presence in the Western U.S., serving professional contractors through company-owned stores. Directly comparable in product offering but geographically distinct from Behr's national footprint.
• Kelly-Moore Paints: Western U.S. architectural paint manufacturer serving professional and DIY channels. Comparable in product mix (interior/exterior paints, stains) but operates as a regional competitor rather than national.

Emerging players

• Farrow & Ball: Premium designer paint brand known for distinctive curated color palettes. Competes with Behr's Designer Collection and premium Dynasty lines in the high-end, design-driven consumer segment.
• Backdrop: Direct-to-consumer premium paint startup with curated palettes and home delivery. Competes with Behr in the digitally-native, design-forward consumer segment, bypassing traditional retail distribution.
• Clare: Direct-to-consumer paint startup with celebrity designer partnerships and curated palettes. Competes with Behr's premium interior lines among younger, online-first consumers seeking convenience and curated brand experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/behrpaint
• YouTubeyoutube.com/user/BehrPaints
• Facebookfacebook.com/BehrPaint
• Instagraminstagram.com/behrpaint
• LinkedInlinkedin.com/company/behr-paint-corporation

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Behr