What Glidden does

Glidden is a 150-year-old paint and coatings brand founded in 1875 and currently held as a trade name within PPG Industries, Inc. (NYSE: PPG). The brand's portfolio spans interior paints, exterior paints, primers, floor coatings, spray paints, caulks and sealants, applicators, and specialty finishes, with tiered product lines ranging from budget Essentials and Fundamentals through premium Diamond, TOTAL, and Ultra. Underlying proprietary technologies include Cool Surface Technology (limiting surface temperature by up to 20% on porch, floor, and patio coatings), GEL-FLOW™ for trim and door paints, Steam Shield for kitchen/bath humidity protection, one-coat coverage formulations, and Master Finish UV Protection for spray paints.

The business model is a traditional consumer-and-pro CPG paint operation: Glidden sells through major retail channels — The Home Depot (US and Canada), Walmart, Amazon, and an independent dealer network — with tiered pricing by product tier and retailer. Target segments are split between DIY homeowners (primary) and professional painters/contractors, supported by digital color tools including a mobile app (iOS/Android), Paint Color Visualizer, Match My Color tool, and free color swatch fulfillment. Direct-to-consumer engagement occurs via the website, while retail partners handle the bulk of fulfillment. Glidden does not independently disclose revenue, which is consolidated within PPG Industries' overall reporting.

Recent strategic activity is centered on channel reinforcement and product refresh rather than expansion: a May 2025 Walmart paint-aisle refresh introduced new caulking varieties and Cool Surface technology; the Max-Flex spray line was expanded with 8 new colors at Home Depot; and the brand launched its 2026 Color of the Year (Warm Mahogany) alongside its 150th-anniversary positioning. The brand competes primarily against other mass-market DIY paint brands (Behr, Valspar, Sherwin-Williams at retail tiers) and operates as a value-to-mid-tier offering relative to professional-leaning competitors.

Name

Glidden

Legal name

Glidden (brand owned by PPG Industries, Inc.)

Website

https://glidden.com

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

1–10 employees

Short description

Glidden is a 150-year-old paint and coatings brand owned by PPG Industries, offering interior and exterior paints, primers, floor coatings, spray paints, caulks, and applicators through The Home Depot, Walmart, Amazon, and dealer networks in the US and Canada for DIY consumers and professional contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Denton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint and Coating Sales: Glidden generates revenue through the sale of its paint and coating products, including interior paints, exterior paints, primers, specialty finishes, spray paints, floor coatings, and applicators. Products are sold through major retail channels and dealers at various price points.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Glidden manufactures and sells architectural paint and coatings across multiple price tiers, including interior latex paints, exterior latex paints, primers, floor coatings (porch/floor/patio and epoxy), spray paints, caulks and sealants, paint applicators (brushes, rollers, kits), and specialty finishes (cabinet/door/trim enamel, metallic tones, concrete stain). Products are distributed through The Home Depot, Walmart, Amazon, and independent dealers across the US and Canada, supported by color-selection tools such as a mobile app, online visualizer, and free color swatches.

Product overview

Glidden is a comprehensive paint and coatings brand under PPG Industries, offering a diverse portfolio of interior paints, exterior paints, primers, floor coatings, spray paints, caulks and sealants, applicators, and specialty finishes. The product lines span multiple tiers from budget-friendly Essentials and Fundamentals lines to premium offerings like Diamond and TOTAL. Key product families include: Interior paints (Glidden Diamond, One Coat, Premium, High Endurance Plus, Spred, TOTAL, Essentials, Fundamentals, Ultra, Speed Pro, Multi-Pro, Ultra-Hide, WonderPro, Kitchen & Bath, Quick Cover); Exterior paints (One Coat, Premium, High Endurance Plus, TOTAL, Essentials, Fundamentals, Ultra, WonderPro, Barn & Fence, Farm & Implement); Primers (Gripper, Multi-Purpose, Drywall, Stain Block, PVA, General Purpose); Floor coatings (Cool Surface, Porch & Floor Latex, Epoxy, Anti-Skid); Spray paints (Max-Flex, Master Finish, Exterior Fabric); Caulk & Sealants (Painter's Caulk Pro, X-Stretch); Applicators (Brushes, Roller Covers, Kits); Specialty finishes (Cabinet/Door/Trim Enamel, Metallic Tones, Concrete Stain). Glidden also provides color tools including the Glidden Color App and Paint Color Visualizer. Founded in 1875, the brand emphasizes quality paints and primers for home DIY projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Glidden Diamond Interior Paint + Primer Ultra-scrubbable one-coat interior paint with primer, featuring advanced leveling for smooth application and rich finish; stain-resistant for high-traffic areas; targeted at DIY homeowners seeking premium finish and durability.
• Glidden One Coat Interior Latex Interior latex paint with primer offering excellent scrubbability, exceptional hide and stain blocking, and one-coat coverage for DIY homeowners.
• Glidden One Coat Exterior Latex Exterior paint with primer offering cracking/peeling resistance and exceptional fade resistance for one-coat exterior applications.
• Glidden Premium Interior Paint + Primer Scrubbable and washable interior paint with primer, providing good hide and coverage and a mildew-resistant coating for DIY interior projects.
• Glidden Premium Exterior Paint + Primer 100% acrylic exterior paint with primer that resists fading, cracking, and peeling; suitable for wood, stucco, concrete, and more.
• Glidden High Endurance Plus Interior Paint + Primer Interior paint with primer offering excellent hide, coverage, and washability for demanding environments and high-use rooms.
• Glidden High Endurance Plus Exterior Paint + Primer Exterior paint with primer offering excellent adhesion and hide, resisting fading, cracking, and peeling for long-lasting exterior protection.
• Glidden Kitchen & Bath Paint & Primer 100% acrylic low-VOC interior paint with Steam Shield technology that protects walls in high-humidity rooms; ultra-scrubbable and stain-resistant.
• Glidden Spred Interior Paint + Primer Multi-purpose interior latex paint with primer providing good coverage and hide for general DIY applications.
• Glidden TOTAL Interior Latex Interior paint offering excellent hide and coverage with low odor and zero VOC formulation, backed by a lifetime guarantee.
• Glidden TOTAL Exterior Latex Durable exterior paint with great dirt resistance and low-temperature application capability; resists fading, cracking, and peeling.
• Glidden Essentials Interior Latex Budget-friendly interior paint with good hide and coverage, low VOC and low odor, and a scrubbable and washable finish.
• Glidden Essentials Exterior Latex 100% acrylic budget-friendly exterior paint for a variety of exterior surfaces with good coverage; backed by a 15-year warranty.
• Glidden Fundamentals Interior Paint Interior latex paint providing good coverage at a value price point, marketed as simply paint.
• Glidden Fundamentals Exterior Paint Low-VOC exterior paint with good adhesion and hide, fade resistance, and mildew-resistant coating.
• Glidden Ultra Interior Paint + Primer Extremely durable interior paint with outstanding scrubbability and washability; low odor/zero VOC with excellent hide and coverage.
• Glidden Ultra Exterior Latex Mildew-resistant exterior paint with extraordinary durability, excellent hiding and coverage, and resistance to fading, cracking, peeling, and dirt.
• Glidden Max-Flex All Surface Spray Paint Paint-and-primer spray paint providing exceptional coverage and ultra-durable finish on wood, metal, plastic, ceramic and more; dries in 5 minutes; available at The Home Depot.
• Glidden Master Finish All Surface Paint + Primer Spray paint technology providing maximized UV protection and exceptional coverage on interior and exterior surfaces; preserves original look and feel of the substrate.
• Glidden Cool Surface Porch & Floor Paint Interior/exterior porch and floor paint with COOL SURFACE TECHNOLOGY that limits surface temperature by up to 20% compared with similarly colored products; for porches, patios, pool decks, and walkways.
• Glidden Epoxy Floor Coating Ultra-durable epoxy floor coating for concrete surfaces in garages, basements, patios, and more; drive-on in 1 day with no hot-tire pickup; one kit covers 250-300 sq ft.
• Glidden Porch & Floor Interior/Exterior Latex Durable satin-finish floor paint for interior or exterior wood and concrete floors; ideal for basements, porches, patios, railings, and steps.
• Glidden Gripper Interior/Exterior 100% Acrylic Latex Primer Premium primer with outstanding stain and tannin blocking, excellent adhesion to glossy surfaces; recommended as a whole-house primer.
• Glidden Multi-Purpose Primer & Sealer Versatile interior/exterior primer and sealer that blocks stains, dries in 1 hour, with mildew-resistant coating and a lifetime guarantee.
• Glidden Cabinet, Door & Trim Waterborne Acrylic Enamel Ultra-durable waterborne acrylic enamel with excellent flow and leveling; ideal for doors, windows, trim, cabinetry, shelving, and concrete floors.
• Glidden Metallic Tones Interior Specialty Finish Luminous metallic finish available in 42 curated colors, adding a shimmering richness to walls, trim, and accents.
• Glidden Concrete Stain Solid Solid concrete stain for garage floors, driveways, walkways, and pool decks; available in 26 COOL SURFACE TECHNOLOGY colors; hot-tire and UV-resistant.
• Glidden Painter's Caulk Pro Siliconized acrylic latex caulk with excellent adhesion for interior/exterior use; suitable for windows, door frames, trim, baseboards, sinks, and countertops.
• Glidden Painter's Caulk X-Stretch Premium-technology caulk with superior adhesion; permanently flexible, air-tight, water-resistant seal that is paintable and seals gaps up to 1/2 inch wide.
• Glidden Premium Brushes Paint brushes with wood handle and stainless steel ferrule for all paints and stains; available in multiple sizes.
• Glidden Premium Roller Covers Woven-plus premium roller covers for all paints and stains; lint-free, for interior or exterior projects.
• Glidden 6 Piece Paint Kit Premium paint kit including 9-inch roller covers, angle sash brush, roller frame, and plastic tray.
• Glidden Diamond Ceiling Paint Interior ceiling paint providing complete one-coat coverage with low spatter, low mess, low odor, and low VOC; backed by a lifetime guarantee.
• Glidden Ultra-Hide Interior Latex Professional-quality interior latex paint with excellent hiding power and coverage; less than 50 g/L VOC with good scrubbability and soap-and-water cleanup.
• Glidden Speed Pro Interior Latex Paint Economical interior vinyl acrylic paint for the high-volume commercial maintenance market; good dry hide with quick dry and recoat.
• Glidden WonderPro Interior/Exterior Latex Multi-purpose paint for everyday projects with reliable quality and easy application; interior or exterior finish for drywall, wood, masonry, brick, and metal; sold primarily through the professional dealer channel.
• Glidden Quick Cover Interior Paint Durable, easy-to-apply interior latex flat paint at an affordable price point for general painting needs.
• Glidden Barn & Fence Exterior Wood Finish Ready-mixed exterior paint in Red and White flat finishes, designed for barns and fences.
• Glidden Farm & Implement Interior/Exterior Latex Alkyd enamel for machinery, equipment, piping, and metal surfaces; durable and scrubbable with tough protection against stains, scuffs, and chips.
• Glidden Color App Mobile app for matching paint colors from photos, finding paint colors and palettes, ordering free color swatches, and taking paint color quizzes; available on the Apple App Store and Google Play.
• Paint Color Visualizer Online room visualizer tool allowing users to test Glidden paint colors on virtual walls by uploading their own photos or choosing from pre-loaded rooms.

Quantifiable outcome

• Products backed by lifetime guarantees on select lines
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• WalmartcoreChannel Partner/ Reseller/ Distributor · 28 May 2025Glidden brand has partnered with Walmart to refresh the paint aisle with new products including paints, colors, and caulking. The rollout includes innovations such as Cooler Surface technology, durable enamels, and new caulking varieties to enhance DIY home projects.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dutch Boy: Value-tier paint brand owned by Sherwin-Williams, sold through Walmart and Home Depot. Directly competes with Glidden Essentials and Fundamentals in the budget segment at overlapping mass-market channels.
• Behr: Behr is the lead paint brand at The Home Depot in the US, sharing Glidden's primary retail channel and DIY/pro customer base. Both compete head-to-head on interior, exterior, and specialty paint SKUs at mass retail.
• Olympic Paints: PPG-owned paint brand sold primarily through Lowe's, providing an analogous DIY/pro architectural paint offering. Overlaps with Glidden on product portfolio, channel strategy, and parent-company cost structure.
• Pittsburgh Paints: Sister brand of Glidden, also owned by PPG Industries and operated by The Pittsburgh Paints Co. Competes in overlapping architectural paint categories through independent dealers and home improvement channels.
• Valspar: Valspar is a mass-market paint brand owned by Sherwin-Williams, sold through Lowe's and other channels. Directly comparable DIY/pro paint offering with similar tier structure and technology claims.

Emerging players

• Rust-Oleum: Specialty coatings manufacturer (RPM International) with strong DIY brand presence in spray paints and surface coatings. Overlaps with Glidden Max-Flex and Master Finish spray paint lines and shares DIY retail customers at Walmart, Home Depot, and Amazon.
• KILZ: Primer and specialty coatings brand owned by Masco Corporation, with strong retail presence at Home Depot and Walmart. Directly comparable to Glidden's Gripper, Multi-Purpose, and Stain Block primer portfolio.

Broad incumbents

• Benjamin Moore: Premium architectural paint brand owned by Berkshire Hathaway, sold through independent retailers. Competes with Glidden's premium tier (Diamond, Ultra, TOTAL) for share-of-mind among discerning DIY and prosumer customers.
• Sherwin-Williams: Largest North American paint manufacturer with multi-brand portfolio (Sherwin-Williams, Valspar, Dutch Boy). Glidden competes broadly across DIY, pro, and commercial paint segments with overlapping formulations and chemistries.

Regional players

• Dunn-Edwards: US West Coast-focused architectural paint manufacturer selling through independent dealers. Comparable pro/maintenance paint product lines (WonderPro, Ultra-Hide, Speed Pro equivalents) for commercial and pro segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/glidden_paint
• Facebookfacebook.com/glidden
• LinkedInlinkedin.com/company/9923079

Revenue estimate

Valuation estimate

Number of profiles

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 Glidden