What Modern Masters does

Modern Masters is a specialty coatings manufacturer focused on high-end, water-based architectural, decorative, and theming paint products. Its core technology portfolio includes the Metallic Paint Collection (49 standard colors plus custom color matching), Colorfast EX (a two-component Zero VOC Acrylic/Polyurethane system independently listed as 'Super Compliant' by the SCAQMD), Theme Paint (UV-resistant coatings for entertainment venues), Venetian Plaster (the first USA-manufactured acrylic Venetian Plaster interoperable with any paint manufacturer's color system), Metal Effects (oxidizing patina and rust finishes), ShimmerStone textured plasters, Front Door Paint, and the MasterClear Supreme protective topcoat. Differentiation is driven by proprietary chemistry and trade-specific tooling (Japanese trowels, proprietary rollers, custom-color matching) rather than digital or AI-enabled features.

The company serves three customer segments in parallel: DIY homeowners (front door paint, metallics, tutorials), decorative painters and contractors (full professional product line plus MSDS and technical data support), and architects/designers (specification resources, inspiration galleries, premium finishes). Revenue is generated through one-time product sales distributed via a retail network of over 4,000 stores across the United States, Canada, Portugal, Spain, Germany, South Korea, and China; an online store-locator, a dedicated EU website, and digital marketing channels (Facebook, Instagram, YouTube, Pinterest, Houzz, Hometalk) support demand generation. Enterprise reference projects at marquee venues (Chimelong Ocean Kingdom, Kodak Theater, Phoenix Children's Hospital, USC Parking Structure, Randall McDaniel Sports Complex) function as brand credentials rather than contracted anchor accounts.

Modern Masters operates as a subsidiary brand of RPM International Inc., a publicly traded diversified coatings conglomerate (NYSE: RPM) headquartered in Medina, Ohio. It is not separately financed, publicly listed, or disclosed as a standalone reporting segment; no Modern Masters-specific revenue or headcount figures are publicly broken out. The strategic posture is that of a category-leading specialty brand within a larger conglomerate — leveraging RPM's distribution, compliance, and R&D scale while maintaining a focused, trade-driven product portfolio.

Name

Modern Masters

Legal name

Modern Masters

Website

https://modernmasters.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Modern Masters manufactures high-end, water-based specialty decorative paint coatings — including metallics, Venetian plaster, oxidizing finishes, and theme paints — serving DIY homeowners, decorative painters, contractors, and architects/designers via 4,000-plus retail stores in seven countries, as a brand of RPM International Inc.

Ownership category

akta.pro rank

Product category

Specialty Architectural Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Architectural & Decorative Coatings (IMAEAGAA)

akta.pro secondary industry

Architectural & Decorative Paints (IMAEAHAA)

Keywords

• Specialty paint coatings
• Decorative paint products
• Metallic paint collection
• Architectural finishes
• Venetian plaster coatings

Headquarters

HQ city

Vernon Hills

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Specialty Paint Products: Sale of water-based specialty paint products including Metallic Paints, Oxidizing Finishes, Architectural Textures, Theme Paints, Blacklight Paints, Glazes, Varnishes, Crackles, and Theming products through retail distribution channels

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Modern Masters manufactures and sells high-end water-based specialty paint coatings including Metallic Paints, Oxidizing Finishes, Architectural Textures, Theme Paints, Blacklight Paints, Glazes, Varnishes, Crackles, and Theming products. The company sells through over 4,000 retail stores across the United States, Canada, Portugal, Spain, Germany, South Korea, and China, serving homeowners (DIY), decorative painters/contractors, and architects/designers.

Product overview

Modern Masters is the world's leading supplier of high-end specialty water-based paint products, operating as a single unified product portfolio organized around distinct brands for different applications and user segments. The core product lines include the Metallic Paint Collection (available in Satin and Exterior variants with 49+ colors), Colorfast EX Zero VOC two-component coating system for demanding environments, Theme Paint for murals and entertainment venues, Venetian Plaster for premium architectural finishes, Metal Effects for patina and rust finishes, ShimmerStone textured metallics, Front Door Paint in curated colors, and MasterClear protective topcoats. Supporting products include decorative painter's supplies, artist acrylics, specialized application tools (rollers, trowels), and additives. The products serve three primary segments: Homeowners (DIY projects), Decorative Painters & Contractors (professional applications), and Architects & Designers (specification projects). Distribution spans over 4,000 retail stores across the United States, Canada, Portugal, Spain, Germany, South Korea, and China.

Differentiator

Problem solved

Functional benefit

Products and services

• Metallic Paint Collection Satin Paints Industry-standard water-based metallic paint available in 49 standard colors (including 5 sheer colors), intermixable for custom colors with exclusive custom color matching service to the trade. Available in interior formula with satin finish.
• Metallic Paint Collection: Exterior Water-based metallic paint for exterior architectural surfaces with 12 pre-mixed colors. Non-tarnishing and resistant to water, mold, mildew, chemicals, stains, marring, impact, and UV. Complete system includes Cool and Warm Tone primers.
• Colorfast EX Zero VOC Two-component Acrylic/Polyurethane Coating System offering exceptional durability, gloss retention and fade resistance. Independently tested and listed as 'Super Compliant Coatings' by the SCAQMD. Zero VOC formula designed for theme park and demanding environment applications.
• Theme Paint Water-based, color-saturated paint for indoor and outdoor surfaces, specially formulated to resist fading and UV damage. Used as mural paint for restaurants, amusement parks, themed hotels, and entertainment venues. Available in flat, satin, and semi-gloss finishes.
• Venetian Plaster First USA-manufactured acrylic Venetian Plaster with unique chemistry allowing unlimited color palette using any paint manufacturers' color system. Includes Tint Base (VP100), Ultra-Deep Tint Base (VP200), and Protective Clear Topcoat (VP300).
• Metal Effects Oxidizing finishes that create realistic patina (Blue Patina, Green Patina) and Rust Finish effects on metal surfaces. Water-based system for professional decorative applications.
• ShimmerStone Textured metallic plaster product for decorative finishes. Applied using Japanese trowels, creates unique shimmering textured surfaces.
• Front Door Paint Specialty paint product designed for front door applications. Available in curated color names including Cheerful, Elegant, Energetic, Calm, Fortunate, Ambitious, Comfortable, Sophisticated, Tranquil, Happy, Mysterious, Serene, Natural, Optimistic, Sincere, Playful, Passionate, Motivated, Successful, and Spiritual.
• MasterClear Supreme Water-based, non-yellowing topcoat with UV absorbers and inhibitors. One-part self-crosslinking aliphatic polyurethane/acrylic formula. Available in Satin (ME664) and Semi-Gloss (ME662) finishes. Extends service life of Metallic Paints and exceeds 3,000 scrub cycles.
• Decorative Painter's Products Professional-grade decorative painting products including Texture Effects, Glazing Cream, Cream Colorants, Dead Flat Varnish, and Glass Bead Gel for creating faux and decorative finishes.
• JWR Artist's Acrylics Artist-grade acrylic paints for professional artists and decorative painters.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• PDRA (Professional Decorative Painters Association)minorOthersModern Masters is proud to be associated with PDRA which is dedicated to improving the decorative painting community. PDRA supports professional decorative painters through education, certification, and industry standards.
• IDAL (International Decorative Artisans League)minorOthersModern Masters is associated with IDAL, an organization dedicated to improving the decorative arts community internationally.
• PDCA (Painting and Decorating Contractors of America)minorOthersModern Masters is associated with PDCA, the professional association representing painting and decorating contractors in the United States.
• IAAPA (International Association of Amusement Parks and Attractions)minorOthersModern Masters is associated with IAAPA, the international association for the amusement industry. This partnership reflects Modern Masters' Theme Paint products used in theme parks and entertainment venues.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rust-Oleum: Rust-Oleum is a sister brand under RPM International and a leading specialty coatings manufacturer offering decorative and protective paints including metallic, chalked, and specialty finishes. It directly overlaps with Modern Masters in product categories (specialty and decorative) and shares the same parent distribution network.
• Farrow & Ball: Farrow & Ball is a premium decorative paint brand known for distinctive colors, limewash, and specialty estate finishes targeting designers, architects, and high-end DIY consumers. It directly competes with Modern Masters in the premium decorative finishes category with a stronger designer/consumer brand.
• Annie Sloan: Annie Sloan is a specialty decorative paint brand best known for Chalk Paint and decorative finishes, primarily targeting DIY consumers and decorative painters. It is a direct competitor in the boutique decorative paint segment where Modern Masters also competes.

Broad incumbents

• Sherwin-Williams: Sherwin-Williams is the largest U.S. paint manufacturer with a broad portfolio spanning architectural, industrial, and specialty coatings including decorative metallic and faux finishes. It competes with Modern Masters in the architectural/specialty segment through brands like Decorative Finishes and designer lines, but is far larger and broader.
• Benjamin Moore: Benjamin Moore is a premium architectural paint brand owned by Berkshire Hathaway, offering decorative specialty finishes (e.g., Aura, Studio Finishes metallics). It is a broad incumbent that overlaps with Modern Masters in the premium architectural and metallic finish categories, with stronger consumer brand recognition.
• PPG Industries: PPG is a global coatings major with architectural (PPG Paints, Glidden) and specialty product lines that increasingly include decorative metallic and effect finishes. It competes broadly with Modern Masters in architectural coatings but at much greater scale across industrial and OEM segments.
• Behr Paint: Behr is a mass-market architectural paint brand owned by Masco, sold through Home Depot, with growing specialty/metallic offerings. It competes with Modern Masters at the DIY end of the architectural coatings market but is much broader and lower-priced.
• Dulux (AkzoNobel): Dulux is AkzoNobel's global architectural paint brand with extensive specialty and effect finish ranges. It competes with Modern Masters internationally, particularly in the EU markets where Modern Masters has retail presence (Portugal, Spain, Germany), and offers comparable specialty and designer finishes.

Emerging players

• Backdrop: Backdrop is a digitally-native premium paint brand offering curated color stories and direct-to-consumer ordering. It competes with Modern Masters for the premium DIY consumer segment with a more modern digital experience, but has narrower specialty/deco finish depth.
• Clare Paint: Clare is a digitally-native direct-to-consumer premium paint brand targeting design-conscious consumers with curated color collections. It overlaps with Modern Masters in the premium DIY finish segment and competes for the same younger, design-oriented homeowner audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ModernMasters
• YouTubeyoutube.com/user/ModernMasters
• Facebookfacebook.com/ModernMastersInc
• Instagraminstagram.com/ModernMastersInc
• Pinterestpinterest.com/mmrocks

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 Modern Masters