Fusion Mineral Paint

What Fusion Mineral Paint does

Fusion Mineral Paint is a Canadian specialty paint manufacturer that produces 100% acrylic, water-based furniture paint with a built-in top coat, sold under the brand name Fusion™ Mineral Paint and operated by Homestead House Paint Co. Inc. The company is headquartered in Etobicoke, Ontario, and was founded by Jennylyn Pringle (creator with 20+ years of industry experience) and her daughter Loree Pringle as a family-run business. The core product line targets DIY furniture painters, upcyclers, and professional refinishers who need a paint that adheres to multiple surfaces (glass, melamine, brick, tile, metal, leather, vinyl, fabric) with minimal prep, one-coat coverage of 75 sq ft per pint, and a durable matte finish that cures over 21 days.

The portfolio extends well beyond the core mineral paint into a full refinishing ecosystem: sub-brands Alchemy Limestone & Chalk (24 colors) and Milk Paint by Fusion; prep products (TSP Alternative, Odourless Solvent, Ultra Grip, Transition); finishes (Tough Coat, Ultra Guard, Furniture Waxes, Stain & Finishing Oil, Beeswax Finish, Hemp Oil, Tung Oil, Gel Stain & Top Coat); accent effects (ChromaFlex, Glaze, Crackled Texture, Decoupage & Transfer Gel, Fresco Texturizing Powder, Smooth Embossing Paste, Pouring Resin, Cell Enhancer); tools, brushes, swatch box sets, curated kits (Kitchen Cabinet Refinishing Kit, Alchemy Starter Kit, Prep Kit), and the founder-authored 'Paint It Beautiful' book.

The business model combines direct-to-consumer e-commerce across four regional storefronts (Canada, USA, UK, EU) with multi-channel distribution through an independent retailer network, an affiliate program, and a trade/wholesale program for professionals. Pricing is per-unit (paint pints around $20) with no disclosed subscription or recurring tier. Marketing is community-led, anchored by an extensive content library (100+ YouTube tutorials, 100s of blog posts, retailer workshops) and the Paint it Beautiful Facebook community, supported by active presence on Instagram, Pinterest, and TikTok. The company is privately held and family-owned, with no disclosed external institutional investment.

Name

Fusion Mineral Paint

Legal name

Homestead House Paint Co. Inc.

Website

https://fusionmineralpaint.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Fusion Mineral Paint is a Canadian specialty manufacturer of 100% acrylic furniture paint with a built-in top coat, serving DIY furniture painters, professional refinishers, and independent retailers across North America, the UK, and the EU through owned e-commerce, wholesale, and community-led content.

Ownership category

akta.pro rank

Product category

Specialty Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510)

SIC

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

akta.pro primary industry

Wood Coatings & Finishes (IMADAKAD)

Keywords

• Furniture paint
• Acrylic mineral paint
• Milk paint
• Chalk style paint
• Paint accessories

Headquarters

HQ city

Etobicoke

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Products: One-time paint product sales including Fusion Mineral Paint pints, Alchemy Limestone & Chalk paint, and Milk Paint. Core product category driving primary revenue.
2. Prep & Accessories: Prep products (TSP Alternative, Odourless Solvent, Ultra Grip, Transition), tools (brushes, rollers, scrapers, sanding sponges), and accessories (brush soap, applicator pads, paint trays).
3. Finishing Products: Top coats and finishes including Ultra Guard, Furniture Waxes, Tough Coat, Stain & Finishing Oil (6 colors), Gel Stain & Top Coat, Beeswax Finish, Hemp Oil, Tung Oil. Complementary products sold alongside paint.
4. Accent Products: Specialty products including ChromaFlex (metallic shimmer), Glaze, Crackled Texture, Decoupage & Transfer Gel, Fresco Texturizing Powder, Smooth Embossing Paste, Pouring Resin, Cell Enhancer.
5. Books & Education: Revenue from 'Paint It Beautiful' hardcover book written by Jennylyn Pringle, educational content supporting the brand's tutorial ecosystem.
6. Paint Kits & Bundles: Pre-packaged kits including Alchemy Starter Kit, Prep Kit, Brush and Roller Kits, Paint Kit Bundles, Kitchen Cabinet Refinishing Kits, Finishing Sampler Kits, Milk Paint Kits, Self Care Kit for Painters.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Fusion Mineral Paint manufactures and sells a 100% acrylic water-based furniture paint with a built-in top coat, requiring minimal surface preparation and delivering a smooth matte, durable, UV-stable finish. The product line spans Fusion Mineral Paint pints (50+ colors), Alchemy Limestone & Chalk paint, Milk Paint, plus complementary prep, finish, accent, tool, and kit products sold to DIY furniture painters, professional refinishers, and independent retailers.

Product overview

Fusion Mineral Paint is a Canadian manufacturer of specialty paint products for furniture refinishing and decorative painting. The core product is Fusion™ Mineral Paint, a 100% acrylic water-based paint with built-in top coat. The portfolio includes complementary sub-brands (Alchemy Limestone & Chalk, Milk Paint), a comprehensive range of prep products (TSP Alternative, Odourless Solvent, Ultra Grip, Transition), accent products for decorative effects (ChromaFlex, Glaze, Crackled Texture, Decoupage & Transfer Gel, Fresco Texturizing Powder, Smooth Embossing Paste, Pouring Resin, Cell Enhancer), and finish products (Ultra Guard, Furniture Waxes, Tough Coat, Stain & Finishing Oil, Beeswax Finish, Salad Bowl Finish, Hemp Oil, Gel Stain & Top Coat, Tung Oil). The ecosystem also includes professional-grade tools (brushes, rollers, Brush Soap, Beeswax Distressing Block), curated paint kits for specific projects, colour reference tools (Colour Cards & Fan Decks), and educational resources (Paint It Beautiful Book). Social media platforms (Instagram, Facebook, YouTube, TikTok, Pinterest) serve as community and tutorial channels.

Differentiator

Problem solved

Functional benefit

Brands

• Alchemy by Fusion: Limestone and chalk style furniture paint line with 24 colours, easily blendable with a flat finish.
• Milk Paint by Fusion

Products and services

• Fusion Mineral Paint 100% acrylic water-based mineral paint with built-in top coat, offering superior durability, minimal prep requirements, and exceptional matte finish for furniture, cabinets, and interior surfaces. For DIY furniture painters, professional refinishers, and home decor consumers.
• Alchemy Limestone & Chalk Limestone and chalk-style paint with an easily blendable formula and flat finish, available in 24 colours. For DIY furniture painters seeking a chalk-paint aesthetic.
• Milk Paint by Fusion Traditional milk paint formula suitable for furniture painting and decorative projects, including limewash wall effects. For DIYers and homeowners seeking a traditional finish.
• TSP Alternative Phosphate-free, non-hazardous degreaser for cleaning furniture surfaces before painting. No-rinse formula for easy prep. For DIY painters preparing surfaces.
• Odourless Solvent Refined mineral spirits for removing wax coatings and cleaning surfaces. 99.9% aromatics removed for less toxicity. For painters performing surface preparation.
• Ultra Grip Ultra-adhesive primer enabling Fusion paint to adhere to difficult surfaces such as melamine, laminate, and thermofoil. For projects requiring enhanced adhesion.
• Transition Colour transitioning product made of recycled pigment for going from dark colours to light colours in fewer coats. For refinishers changing dark furniture to lighter palettes.
• ChromaFlex Shimmering, light-catching accent product for transforming pieces into masterpieces. For decorative painters adding metallic shimmer effects.
• Glaze Clear antiquing glaze for enhancing details and creating aged effects on painted surfaces. For decorative and antiquing finishes.
• Crackled Texture Texture product for creating crackled finish effects. For decorative painters seeking crackle finishes.
• Decoupage & Transfer Gel Gel for decoupage and transfer applications on painted furniture. For decorative furniture projects.
• Fresco Texturizing Powder Aged, weathered, timeworn, rustic texture powder for creating patina effects. For decorative finishes with distressed looks.
• Smooth Embossing Paste Smooth embossing paste for adding dimensional effects to projects. For decorative painters adding raised designs.
• Pouring Resin Resin product for pour painting techniques. For artists and DIYers creating pour-painting effects.
• Cell Enhancer Product for enhancing cell patterns in painted surfaces. For pour-painting and decorative techniques.
• Ultra Guard Water-based polyurethane top coat for added protection. For high-traffic painted surfaces.
• Furniture Waxes Wax finishes for low-traffic painted pieces, providing a hand-rubbed look. For decorative furniture pieces.
• Tough Coat Durable water-based top coat available in matte or glossy finishes with a non-yellowing formula. For high-use painted surfaces needing extra protection.
• Stain & Finishing Oil (SFO) All-in-one wood stain and top coat for bare wood or painted surfaces, available in multiple colours. Eco-friendly, low odour finish for high traffic areas. For refinishers and DIYers.
• Beeswax Finish Pure beeswax and hemp oil blend providing a food-safe satin finish for wooden kitchen tools and surfaces. For food-contact surfaces.
• Salad Bowl Finish Food-safe finish for wooden bowls and kitchen items. For food-contact wood projects.
• Hemp Oil Natural wood finish for increasing sheen on painted pieces. Food-safe when cured. For food-contact surfaces and natural finishes.
• Gel Stain & Top Coat Gel-like consistency stain with built-in top coat for high traffic areas. Can be used over Fusion and Milk Paint. For refinishers and DIYers.
• Tung Oil Exterior wood finish recommended for outdoor furniture and over Milk Paint exterior applications. For exterior wood projects.
• Beeswax Distressing Block 100% pure beeswax block for creating distressed, antiqued effects between paint layers. For decorative painters seeking distressed finishes.
• Brush Soap 100% natural, non-toxic linseed oil soap for cleaning and conditioning paint brushes. For painters maintaining painting tools.
• Paint Kits Curated bundles including Alchemy Starter Kit, Prep Kit, Brush and Roller Kits, Paint Kit Bundle, Kitchen Cabinet Refinishing Kit, Finishing Sampler Kit, Milk Paint Kits, and Self Care Kit for Painters. For DIYers seeking packaged project solutions.
• Colour Cards & Fan Decks Physical colour reference tools including Fusion Swatch Box Set and Alchemy Swatch Box Set for accurately selecting paint colours. For DIY and trade customers.
• Paint It Beautiful Book Comprehensive hardcover guide written by founder Jennylyn Pringle covering everything needed to paint furniture beautifully. For DIY enthusiasts and beginners.

Quantifiable outcome

• 75 sq ft coverage per pint (500 mL) - one coat often sufficient
• +3 more outcomes

Named customers3 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

Feature7 records

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Annie Sloan: Annie Sloan invented chalk paint for furniture and sells through a global network of stockists, online courses, and books — the most direct comparable to Fusion Mineral Paint in DIY furniture coatings.
• Dixie Belle Paint Company: Dixie Belle sells mineral and chalk-style furniture paints, finishes, and accessories through DTC, retailers, and a content/community-led model closely parallel to Fusion's approach.
• Country Chic Paint: Country Chic is a Canadian manufacturer of chalk/acrylic furniture paints marketed to DIY upcyclers with multi-surface claims, a sub-brand structure, and educational content — a near-twin go-to-market to Fusion.
• Amy Howard at Home: Amy Howard at Home sells furniture paints, finishes, and application products aimed at DIY and professional refinishers, leveraging a founder-led content brand similar to Jennylyn Pringle's positioning.
• General Finishes: General Finishes manufactures a wide range of wood finishes, paints, and stains for furniture and cabinetry professionals and DIYers — overlapping directly with Fusion's finish and top-coat product lines.
• Maison Blanche Paint Company: Maison Blanche is a US specialty paint maker focused on chalk-style furniture paints, waxes, and accessories sold through independent retailers and DTC — a direct niche competitor.

Emerging players

• Wise Owl Paint & Powder Coat: Wise Owl sells chalk/clay-based furniture paints and a growing line of specialty finishes to DIYers and pros — emerging niche player with partial overlap and a comparable education-led GTM.
• Retique It: Retique It markets thin-coat furniture refinishing products via TV shopping and DTC, occupying a slightly different application niche but competing for the same DIY furniture painter buyer.
• The Old Fashioned Milk Paint Co. Old Fashioned Milk Paint sells traditional milk paint powders to DIYers and pros — a smaller, heritage-style competitor that overlaps directly with Fusion's Milk Paint sub-brand.

Broad incumbents

• Rust-Oleum: Rust-Oleum is a large incumbent in DIY coatings and specialty paints, with extensive retail distribution and broad product lines that overlap with Fusion's multi-surface use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCr4_SaRkRUSk6PY7RNqmVwg
• Facebookfacebook.com/fusionmineralpaint
• Instagraminstagram.com/fusionmineralpaint
• TikToktiktok.com/@fusionmineralpaint
• Pinterestca.pinterest.com/FusionMineralPaint
• LinkedInlinkedin.com/company/fusion-mineral-paint

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 Fusion Mineral Paint