What Lick does

Lick (legally Lick Home Ltd) is a London-based designer paint and wallpaper brand founded in 2019, operating with 84 employees across the United Kingdom and Ireland. Its core product is a curated range of over 100 pigment-rich, water-based, trace-VOC paints sold in three finishes (Ultra Flat Matt, Matt, Eggshell) at a flat £39 per 2.5L tin, complemented by modern wallpaper designs (Floral, Botanical, Animal, Striped, Mural), mess-free Peel & Stick and real-paint samples at £2 each, and sustainably sourced decorating tools. Underlying technology is primarily formulation- and merchandising-driven rather than software-driven: the company offers an online Colour Quiz for personalised recommendations and has deployed first-of-its-kind interactive in-store screens inside B&Q stores that surface colour quizzes and product information.

The business operates a hybrid go-to-market. Direct-to-consumer e-commerce through lick.com handles online paint, wallpaper, sample and tool sales with £6 UK shipping. Lick runs a flagship bricks-and-mortar LickStudio at 65 Northcote Road, London (SW11 1NP), which delivers in-store, at-home and virtual colour consultations with named consultants. A major retail partnership with B&Q places Lick products in 150+ UK and Ireland stores, supported by a parallel trade programme (LickPro via Screwfix and the Design Programme for interior designers). Revenue is generated across five streams — paint, wallpaper, samples, tools, and paid consultation services — all priced on a one-time transactional basis with the exception of consultations (professional services).

Lick monetises brand equity through recurring high-profile collaborations (Soho House, M·A·C, Hunter, Heinz, Studio Coverdale, Livingetc) and annual/seasonal colour collections (2025 Palette of the Year, 2026 Colour Edit). It serves three customer segments — home decorators (primary), interior designers (via Design Programme) and professional decorators (via LickPro Decorator's Club) — with pricing that includes trade discounts for the latter two. The company is B Corp Certified, operates stores in the UK, ships across the UK with non-mainland extensions, and has expanded storefronts to Ireland and Germany (DEU).

Name

Lick

Legal name

Lick Home Ltd

Website

https://lickhome.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Lick is a London-based designer paint and wallpaper brand offering 100+ pigment-rich colours, wallpaper, tools, and colour consultations to UK and Irish consumers via direct e-commerce, B&Q retail, and a London flagship studio.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Paint Sales: Sale of water-based, pigment-rich paints in various finishes (Ultra Flat Matt, Matt, Eggshell) sold in 2.5L tins. Core revenue stream with 100+ colour options.
2. Wallpaper Sales: Sale of modern and contemporary wallpapers in various designs including floral, botanical, animal, striped, and mural patterns.
3. Sample Sales: Sale of paint and wallpaper samples for customer colour testing, priced at £2 per sample. Also includes curated sample bundles.
4. Tools and Supplies: Sale of decorating tools including brushes, rollers, trays, masking tape and the Lick Pro tools range.
5. Consultation Services: Colour consultation services offered through LickStudio including at-home consultations, in-store consultations, and virtual consultations with expert colour advisors.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Lick is a designer home interiors brand that sells water-based, pigment-rich premium paint in over 100 colours and three finishes (Ultra Flat Matt, Matt, Eggshell), alongside contemporary wallpaper, decorating tools, and Peel & Stick paint samples. The brand supplements its product sales with paid colour consultation services (at-home, in-store, and virtual) delivered through its LickStudio in London.

Product overview

Lick is a designer home interiors brand offering a unified portfolio of high-quality paint, contemporary wallpaper, professional tools, and colour consultation services. The core offering centres on over 100 pigment-rich paint colours available in three finishes (Ultra Flat Matt, Matt, and Eggshell), complemented by modern wallpaper designs across Floral, Botanical, Animal, Striped, and Mural categories. Supporting products include paint and wallpaper samples (including mess-free Peel & Stick options), the LickPro professional tool range, and the LickStudio consultation service offering in-person, at-home, and virtual colour advice. The brand also operates a Design Programme for interior professionals and a Decorator's Club for tradespeople. Lick distinguishes itself through collaborations with brands like Soho House, Hunter, M·A·C, and Living Etc, plus annual and seasonal colour trend collections.

Differentiator

Problem solved

Functional benefit

Products and services

• Lick Paint High-quality, water-based, trace-VOC paint available in over 100 pigment-rich colours and three finishes (Ultra Flat Matt, Matt, Eggshell), sold in 2.5L tins at a flat £39 price across finishes, for homeowners and trade customers decorating interiors.
• Lick Wallpaper Modern and contemporary wallpaper designs across Floral, Botanical, Animal, Striped, and Mural patterns, available in multiple colourways and rooms-of-the-home collections for residential interior decorating.
• Lick Paint and Wallpaper Samples Real paint and wallpaper samples sold at £2 each (with curated sample bundles also available) that let customers test colours and patterns in their own homes with 100% colour accuracy before committing to full tins or rolls.
• LickPro Tools and Supplies Sustainably sourced professional-grade decorating tools including the LickPro brush range, rollers, trays, masking tape, and the Lick Ultimate Room Kit, sold as standalone products for DIY decorators and trade professionals.
• LickStudio Colour Consultations Paid colour consultation service delivered by Lick's in-house consultants (Tash Bradley, Lulu Leonard-Biebuyck, Ophelia Lindahn) across three formats: at-home visits with a LickStudio consultant, in-store consultations at the LickStudio London flagship, and virtual consultations available anywhere.
• Lick Design Programme for Interior Designers Trade programme for professional interior designers providing access to LickPro paints, wallpapers, and tools, exclusive benefits, and the Lick Colour Fan to support client projects.
• LickPro Decorator's Club Membership programme for professional painters and decorators offering access to LickPro paints, wallpapers, and tools with exclusive offers, trade terms, and member benefits.
• Lick x Soho House Paint Collection Co-branded paint collection with Soho House featuring exclusive colours inspired by Soho House properties, including the Teal 03 76 Dean Street paint, sold as a standalone premium paint product.
• Lick x Hunter Green 170 Paint Limited edition collaboration paint with Hunter, offered in a soft sheen eggshell finish and inspired by the signature rubber sheen of Hunter's Original Tall Boot.
• Lick x Studio Coverdale Wallpaper Collection Bespoke wallpaper collaboration with artist Natasha Coverdale featuring exclusive floral and botanical designs such as Bloombastic 01, sold as standalone wallpaper products.
• Lick x Livingetc Neo Deco Pastels Paint Collection Paint collection collaboration with Livingetc featuring 7 playful pastel colours designed for Miami Art Deco style interiors, sold as a standalone paint collection.

Quantifiable outcome

• Available in 150+ B&Q store locations across the UK and Ireland
• +1 more outcomes

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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• B&QcoreChannel Partner/ Reseller/ DistributorMajor retail partnership making Lick products available in B&Q stores across the UK and Ireland. The partnership includes first-of-its-kind interactive screens providing inspirational imagery, free personalised colour recommendations, and product information. Products include paint and tools in-store with full range (including wallpaper) available via Click + Collect and next-day delivery at diy.com.
• Soho HouseflagshipStrategic or Co-development PartnerLick x Soho House collaboration featuring Teal 03 76 Dean Street paint colour inspired by Soho House's signature spaces. The collaboration brings exclusive design expertise and brand prestige to Lick's offerings.
• M·A·C CosmeticsflagshipStrategic or Co-development PartnerLick x M·A·C collaboration bringing cosmetics-inspired colour expertise to home decor. The partnership leverages M·A·C's colour expertise for unique paint colour development.
• HunterflagshipStrategic or Co-development PartnerLick x Hunter collaboration featuring Green 170 paint colour, inspired by the signature sheen of Hunter's Original Tall Boot rubber. Seamlessly blends timeless style and function representing Hunter's legacy alongside Lick's belief that colour holds deeper emotional meaning.
• HeinzminorStrategic or Co-development PartnerLick x Heinz collaboration bringing food-inspired colour palettes to home decor.
• Studio CoverdaleminorStrategic or Co-development PartnerLick x Studio Coverdale wallpaper collaboration featuring bespoke floral and botanical wallpaper designs created with artist Natasha Coverdale.
• LivingetcflagshipStrategic or Co-development PartnerLick x Living Etc collaboration launching the Neo Deco pastels paint collection with 7 playful colours designed for Miami Art Deco style interiors.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farrow & Ball: Premium UK designer paint and wallpaper brand with a comparable positioning around curated colours, sustainable formulations, and aspirational home-decor branding. Closest direct competitor to Lick in the UK premium paint category.
• Little Greene: UK-based premium paint and wallpaper maker with a similarly curated colour range, environmentally positioned formulations, and DTC plus trade distribution model. Directly comparable to Lick on product, customer, and channel mix.
• Graham & Brown: Long-established UK paint and wallpaper brand with broad retail distribution and designer-led collections. Comparable to Lick across both paint and wallpaper categories, with overlapping retail and trade channels.
• Annie Sloan: UK-based premium paint brand famous for chalk paint and DIY-friendly finishes, sold via DTC, stockists, and a trade programme. Comparable to Lick on premium positioning, colour-led branding, and multi-channel distribution.
• Designers Guild: UK premium paint and wallpaper brand tied to a high-end fabric and home furnishings portfolio. Comparable to Lick on designer-led paint and wallpaper collections and a similar aspirational home-decor target audience.
• Coat Paints: UK DTC premium paint brand offering curated colour ranges online with sustainable, low-VOC formulations. Closely comparable to Lick's direct-to-consumer model, target customer (style-conscious home decorators), and product positioning.

Emerging players

• Backdrop: US-based DTC premium paint startup offering curated colour collections and a similar digitally-led sampling experience (peel-and-stick samples). Comparable as an emerging player in the designer paint category with a comparable DTC, sustainability-forward model.

Broad incumbents

• Benjamin Moore: North American premium paint brand with strong designer/trade channel presence. Comparable as a broad incumbent premium paint competitor operating at larger scale, with overlapping trade professional and design-led customer segments.
• Dulux (AkzoNobel): Mass-market UK paint leader owned by AkzoNobel, dominating trade and DIY channels with extensive colour ranges. Overlaps with Lick as a broad incumbent in the same category, though positioned as value/volume rather than designer premium.
• Crown Paints: UK mass-market paint brand with broad trade and retail distribution including B&Q-adjacent channels. Comparable as a broad incumbent competitor across paint categories, though at a lower price point than Lick.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/lickhome
• Facebookfacebook.com/lickhome
• Instagramhttps://www.instagram.com/lick
• Pinterestpinterest.com/lick
• TikToktiktok.com/@lick
• LinkedInlinkedin.com/company/join-lick

Compliance1 record

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 Lick