Natural Earth Paint
Natural Earth Paint is a women-owned Oregon-based manufacturer of plant-based, non-toxic art supplies, including children's paints, face paints, and fine art materials, serving parents, professional artists, educators, and face painters through DTC e-commerce, wholesale, and international distribution.
- Company typePrivate
- Founded2009
- HeadquartersAshland, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Natural Earth Paint does
Natural Earth Paint is a privately held, women-owned manufacturer founded in 2009 by Leah Fanning and headquartered in Oregon, producing non-toxic, plant-based art supplies for children, hobbyists, and professional fine artists. The company sells children's paints, face and body paints, and fine art materials (acrylics, oils, watercolors, pigments, mediums, and tools) priced between $5.95 and $258, with a proprietary formulation base built over more than fourteen years of R&D. Its technology base centers on plant-derived replacements for conventional synthetic binders and pigments, enabling industry-first products including the first natural vegan gesso, the first plant-based acrylic medium (2021), and the first natural plant-based acrylic paint (2023). Manufacturing is conducted at a solar-powered facility, and finished products carry ACMI AP non-toxic certification, Gold Certified Green America Business status, and Women-Owned certification, distinguishing the lineup in the safety-conscious and eco-conscious consumer segment.
The company generates revenue through a multi-channel model: direct-to-consumer e-commerce at naturalearthpaint.com, direct wholesale to retailers and educators, listings on the Faire marketplace, and a network of international distributors serving Europe, the UK, Canada, Australia, and New Zealand. There are no subscriptions; pricing is unit-based with free shipping on US orders above $150. The customer base is fragmented across parents, professional fine artists (including named endorsers such as Chelsea Robertson, Chantel Lynn Barber, and Josh Tiessen), educators using Teacher's Classroom Sets, face painters, and eco-conscious buyers, supplemented by charitable donations to organizations such as PS Arts and One Tree Planted.
Growth has been bootstrapped without external funding, with media traction in Forbes, NYT/Wirecutter, and Good Morning America supporting brand awareness. The active product roadmap (Natural Modeling Paste and Natural Matte Medium in 2025; Natural Acrylik Gesso and the Eco Artist Team partnership program in 2026) signals continued category expansion within plant-based fine-art materials, and international wholesale is extending geographic reach. Operating scale remains small by disclosed indicators—a single Oregon production site, roughly 739 cumulative site reviews at a 4.9/5 average—so revenue is best estimated in the low-single-digit million dollar range, though absence of disclosed financials limits confidence.
Natural Earth Paint firmographics
Firmographics- Name
- Natural Earth Paint
- Legal name
- Natural Earth Paint
- Website
- https://naturalearthpaint.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Natural Earth Paint is a women-owned Oregon-based manufacturer of plant-based, non-toxic art supplies, including children's paints, face paints, and fine art materials, serving parents, professional artists, educators, and face painters through DTC e-commerce, wholesale, and international distribution.
- Ownership category
- akta.pro rank
Natural Earth Paint industry classification
Industry- Product category
- Eco-friendly art supplies
- NAICS
- Paint and Coating Manufacturing (325510), Paint and Coating Manufacturing (32551), Synthetic Dye and Pigment Manufacturing (32513)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)
Keywords
Where Natural Earth Paint is headquartered
LocationHeadquarters
- HQ city
- Ashland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Natural Earth Paint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through naturalearthpaint.com online storefront. Products include children's art supplies (paint kits, face paints), fine art supplies (acrylics, oils, watercolors, pigments, tools), and digital products (e-books). One-time purchase model with no subscription required.
- Wholesale Distribution: Wholesale sales through Faire marketplace and direct wholesale ordering. Products sold to retail stores and art supply shops at wholesale pricing.
- Gift Certificates: Digital gift certificates available in denominations of $25, $50, $100, $150, $200. Auto-delivered via email upon purchase or on specified future date.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children's Art Supplies - Entry Level Kits |
| Unit Pricing | Pay-as-you-go | Fine Art Supplies - Acrylic Paints |
| Unit Pricing | Pay-as-you-go | Fine Art Supplies - Watercolor and Oil Kits |
| Unit Pricing | Pay-as-you-go | Fine Art Supplies - Pigments |
| Unit Pricing | Pay-as-you-go | Tools and Supplies |
| Unit Pricing | Pay-as-you-go | Gift Certificates |
| Unit Pricing | Pay-as-you-go | Digital Products |
| Unit Pricing | Pay-as-you-go | Classroom and Bulk Options |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Natural Earth Paint product offering
Product offeringCore offering
Natural Earth Paint manufactures and sells eco-friendly, non-toxic art supplies made from natural earth and mineral pigments, organic ingredients, and plant-based binders. Its product portfolio spans natural acrylic paints (Acrylik fluid and heavy body), oil paints, watercolors, face paints, children's art kits, custom egg dye kits, and natural gesso, mediums, and varnishes. The company handcrafts its products in small batches at a solar-powered facility in Southern Oregon.
Product overview
Natural Earth Paint offers a comprehensive portfolio of eco-friendly art supplies organized across four main categories: (1) Fine Art Supplies for professional artists including Natural Acrylik Paint (Fluid and Heavy Body formulations), Earth & Mineral Pigments, Complete Eco-Friendly Oil Paint Kits, Deluxe Natural Watercolor Mixing Sets, and related mediums such as Natural Gesso, Natural Matte/Gloss Mediums, Eco-Solve solvent, Natural Varnish, and Walnut Oil; (2) Children's Art Supplies featuring Natural Earth Paint Kits, Petite Natural Earth Paint Kits, Natural Face Paint Kits, Complete Face Paint Sets, Teacher's Classroom Sets, Natural Egg Dye Kits, and Zero Waste Options; (3) Tools & Supplies including Glass Palettes, Glass Mullers, Eco-friendly Brushes, Bamboo Mixed Media Paper, and Paint Mixing Tools Kits; and (4) Digital Products such as Natural Paint Recipe Booklets and Eco-Friendly Art Activities E-books. The company distinguishes itself through innovation, having created multiple industry-first products including the world's first natural vegan gesso, first plant-based acrylic medium (2021), and first natural plant-based acrylic paint (2023). All products use natural earth and mineral pigments with organic or plant-based ingredients, manufactured in a solar-powered facility in Southern Oregon.
Differentiator
Problem solved
Functional benefit
Products and services
- Natural Acrylik Paint (Fluid and Heavy Body) A plant-based acrylic paint for professional and fine artists, formulated as a non-toxic alternative to conventional acrylics, available in fluid and heavy body formats across multiple color sets.
- Earth & Mineral Pigments Natural earth and mineral pigments sold in 25g, 8 oz, 1 lb, and 5 lb sizes for professional artists and natural paint makers.
- Natural Acrylik Gesso A natural vegan gesso primer for use with plant-based acrylic paints, formulated as a non-toxic alternative to conventional gesso.
- Natural Modeling Paste A plant-based modeling paste used to add texture and dimension to natural acrylic paintings.
- Natural Matte Medium A plant-based matte medium for modifying sheen, transparency, and flow of natural acrylic paints.
- Natural Gloss Medium A plant-based gloss medium for modifying sheen, transparency, and flow of natural acrylic paints.
- Natural Varnish A solvent-free, plant-based varnish for finishing and protecting natural and traditional paintings.
- Eco-Solve A natural non-toxic solvent designed to replace turpentine and mineral spirits for cleaning brushes and thinning natural oils.
- Refined Walnut Oil A refined natural walnut oil used as a binder for making natural oil paints and as a painting medium.
- Complete Eco-Friendly Oil Paint Kit A complete oil paint kit for beginning and professional artists, providing pigments and walnut oil to make natural, non-toxic oil paints.
- Deluxe Natural Watercolor Mixing Set A premium watercolor set with a range of natural mineral pigments and mixing tools for fine art and illustration.
- Natural Earth Paint Kit (Children's) A natural, non-toxic powdered paint kit intended for young children, made from earth pigments with simple mixing instructions.
- Petite Natural Earth Paint Kit A smaller-format natural earth paint kit designed for young children and travel use.
- Natural Face Paint Kit A natural face paint kit made with earth pigments and natural ingredients, suitable for children and event use.
- Complete Natural Face Paint Set A complete multi-color natural face paint set designed for face painters and event entertainers.
- Teacher's Natural Earth Paint Classroom Set A classroom-sized set of 24 large bottles of natural paint for art teachers and group classroom use.
- Natural Egg Dye Kit A natural plant- and earth-pigment-based egg dye kit for dyeing Easter eggs without synthetic dyes.
- Glass Palette A reusable glass palette for mixing natural acrylic and oil paints.
- Glass Muller A glass muller used to grind natural pigments into oil or other binders to make custom paint.
- Eco-friendly Fine Art Brushes A range of natural and eco-friendly fine art brushes for use with natural acrylics, oils, and watercolors.
- Bamboo Mixed Media Paper A sustainable bamboo paper designed for use with mixed media and natural paints.
- Natural Paint & Art Supplies Recipe Booklet (Digital) A digital recipe booklet providing instructions for making natural paints and art supplies at home.
- Eco-Friendly Art Activities E-book (Digital) A digital e-book of eco-friendly art activities for children, families, and educators.
- Gift Certificate A digital gift certificate redeemable for any product on the Natural Earth Paint website.
- Marble Dust A natural marble dust filler used in making gesso, grounds, and textured paint surfaces.
- Gum Arabic Powder A natural gum arabic powder used as a binder for making natural watercolors.
- Zero Waste Paint Option A zero-waste packaging option in which paint products are packaged entirely in recyclable and home compostable materials.
Quantifiable outcome
- 92% 5-star reviews (679 out of 739 reviews)
- +2 more outcomes
Companies that use Natural Earth Paint
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Natural Earth Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Natural Earth Paint partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- One Tree PlantedcoreEnvironmental non-profit focused on global reforestation. Natural Earth Paint plants one tree in the Amazon Rainforest for every product purchased on their website. This partnership aligns with the company's sustainability values and environmental mission.
- Rogue ClimatecoreNon-profit that empowers Southern Oregon communities most impacted by climate change. Natural Earth Paint has been donating monthly to this organization for many years.
- Rogue RiverkeepercoreAdvocacy organization that protects and restores clean water, native fish and healthy communities in the Rogue River Basin using Clean Water Act protections. Natural Earth Paint has been donating monthly for many years.
- PS ArtsminorNon-profit dedicated to improving lives of children by providing arts education to underserved public schools and communities in Southern and Central California. Natural Earth Paint donates paints to their fundraisers.
- Buffalo Field CampaignminorOnly group working both in field and policy to stop harassment and slaughter of America's last wild buffalo. Natural Earth Paint supports through donations.
- Green AmericacoreNon-profit that harnesses economic power of consumers, investors, and businesses to create socially just and environmentally sustainable society. Natural Earth Paint holds Gold Certified Green America Business status.
- Prime EarthminorNon-profit that educates, empowers, and engages people to become compassionate global citizens living in harmony with nature. Natural Earth Paint supports their mission.
- Rocky Mountain WildminorNon-profit organization that works to protect, connect, and restore wildlife and wildlands in the Southern Rocky Mountain region using research, community science, legal action, and geospatial analysis.
- A Million Choices ProjectminorProject that promotes and encourages access to the arts for underprivileged children in developing countries, including children impacted by poverty and human trafficking.
- FairecoreWholesale marketplace platform. U.S. and UK-based stores can order through Faire.com with new accounts receiving 50% off first order (max $150), free shipping for one year, and Net 60 terms.
- ImmenzcoreAuthorized distributor for Europe (excluding UK) at naturalearthpaint.eu.
- Art SelectminorAuthorized distributor for Europe (excluding UK) at artselect.de.
- Global Art SuppliescoreAuthorized distributor for United Kingdom at globalartsupplies.co.uk.
- ecowarehousecoreAuthorized distributor for Australia and New Zealand at ecowarehouse.nz.
- Natural Earth Paint CanadacoreAuthorized distributor for Canada at naturalearthpaint.ca.
- AffiliatlyminorAffiliate marketing platform for the company's affiliate program. Partners can register and earn commissions on referred sales through the platform.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Natural Earth Paint competitors and assessment
Company assessmentDirect peers
- Auro: German/UK natural paint brand offering plant- and mineral-based paints, finishes, and pigments. Directly comparable as a category-defining eco-paint specialist with international distribution and similar emphasis on ingredient transparency and sustainability.
- Kreidezeit: German natural paint and finish manufacturer with a long history of plant- and mineral-based formulations including pigments, wall paints, and art supplies. Closely comparable in philosophy, ingredient philosophy, and breadth of natural product range.
- Gamblin Artists Colors: US maker of professional artist oils and mediums with an explicit focus on safer, lower-toxicity formulations and solvent alternatives (Gamsol). Highly comparable philosophy and target professional artist customer; overlapping product categories (oils, mediums, varnish).
- The Real Milk Paint Co. US maker of natural, non-toxic milk paint and pigments for art, craft, and home use. Closely comparable as a small-batch natural paint brand with similar ingredient transparency and direct-to-consumer distribution.
- Earthborn paints: UK-based manufacturer of natural, eco-friendly interior paints, wood finishes, and pigments. Comparable as an established natural-paint brand with similar sustainability credentials and distribution through independent retailers in the UK and Europe.
- Old Fashioned Milk Paint Co. US manufacturer of natural milk paint and pigments for furniture, crafts, and fine art. Comparable as a small-batch natural paint brand selling direct-to-consumer with a strong eco-positioning and overlap on pigment sales to artists and crafters.
- BioShield Paint: US manufacturer of non-toxic, natural interior paints, stains, and finishes with a similar eco-credentials-led positioning. Comparable as a small-scale natural paint specialist selling direct to eco-conscious consumers and through natural-building channels.
- M. Graham & Co. US-based manufacturer of professional artist paints formulated with natural oils (walnut, safflower, poppy) and mineral pigments. Directly comparable as a fine-art paint brand built around natural, traditional ingredients and a focus on health-conscious professional artists.
Broad incumbents
- Winsor & Newton: Globally established manufacturer of professional fine-art paints (oils, acrylics, watercolors) and paper. Overlaps in product categories and professional artist customers, but operates as a broad incumbent rather than a natural-paint specialist.
- Golden Artist Colors: Large US manufacturer of professional acrylic paints, mediums, and gels. Comparable in product category and target professional artist customer, but operates at much larger scale with a broader portfolio rather than specializing in natural/non-toxic formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Natural Earth Paint social profiles
Digital presenceNatural Earth Paint compliance and trust
Trust signalCompliance4 records
Natural Earth Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Natural Earth Paint leadership team
Management profileNumber of profiles
Profiles1 record
Natural Earth Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Natural Earth Paint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Natural Earth Paint
What does Natural Earth Paint do?
Natural Earth Paint manufactures and sells eco-friendly, non-toxic art supplies made from natural earth and mineral pigments, organic ingredients, and plant-based binders. Its product portfolio spans natural acrylic paints (Acrylik fluid and heavy body), oil paints, watercolors, face paints, children's art kits, custom egg dye kits, and natural gesso, mediums, and varnishes. The company handcrafts its products in small batches at a solar-powered facility in Southern Oregon.
Is Natural Earth Paint a public or private company?
Natural Earth Paint is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Natural Earth Paint founded?
Natural Earth Paint was founded in 2009. It employs 1 to 10 people.
Where is Natural Earth Paint based?
Natural Earth Paint is headquartered in Ashland, United States, in the North America region.
How does Natural Earth Paint make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and gift Certificates.
Who are Natural Earth Paint's main competitors?
Direct peers on record are Auro, Kreidezeit, Gamblin Artists Colors, The Real Milk Paint Co., Earthborn paints, Old Fashioned Milk Paint Co., BioShield Paint and M. Graham & Co.. Broad incumbents are Winsor & Newton and Golden Artist Colors.
Does Natural Earth Paint have an API?
No public API is recorded for Natural Earth Paint.
What industry is Natural Earth Paint in?
Natural Earth Paint's product category is Eco-friendly art supplies. Its primary akta.pro industry code is IMAIAKAA, Architectural & Decorative Painting (Interior/Exterior). Its NAICS code is 325510 and its SIC code is 2851.