faux like a pro
Faux Like a Pro, founded 1999 and operated by Golden Touch Corporation, distributes water-based decorative coatings, plasters, waxes, varnishes, and Mighty Boards plastic sample boards to professional painters, designers, contractors, and DIY consumers via its e-commerce site and 700+ paint stores worldwide.
- Company typePrivate
- Founded1999
- HeadquartersAllston, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What faux like a pro does
Faux Like a Pro, operated by Golden Touch Corporation, is a specialty distributor of decorative finishing materials founded in 1999 and serving professional decorative painters, interior designers, contractors, architects, home stagers, color consultants, and DIY consumers in the United States and Canada. Its product line centers on water-based, eco-friendly acrylic formulations including glazes with up to a 2-hour open-time, multiple Venetian and acrylic plasters, clear and metallic (mica-infused) waxes, low-VOC varnishes, and the Mighty Boards line of paintable plastic-composite color sample boards in 9x12 and 18x24 inch formats. The business generates revenue through one-time transactional sales via its e-commerce website fauxlikeapro.com and through wholesale distribution of Mighty Boards to over 700 paint stores worldwide, supplemented by a Trade Program for design professionals and a small digital product line of personalized color consultation downloads. Marketing relies on organic social (Instagram, Facebook, LinkedIn, Pinterest), an Inspiration content library of decorative painter tutorials, and trade/influencer programs, while the company operates with a sub-10-person team without disclosed external funding.
faux like a pro firmographics
Firmographics- Name
- faux like a pro
- Legal name
- Golden Touch Corporation
- Website
- https://fauxlikeapro.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Faux Like a Pro, founded 1999 and operated by Golden Touch Corporation, distributes water-based decorative coatings, plasters, waxes, varnishes, and Mighty Boards plastic sample boards to professional painters, designers, contractors, and DIY consumers via its e-commerce site and 700+ paint stores worldwide.
- Ownership category
- akta.pro rank
faux like a pro industry classification
Industry- Product category
- Decorative Coatings & Finishes
- NAICS
- Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Architectural & Decorative Paints (IMADAKAA)
- akta.pro secondary industry
- Paint, Stain & Finishes Retail (Coatings, Sundries) (CRAIADAF)
Keywords
Where faux like a pro is headquartered
LocationHeadquarters
- HQ city
- Allston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
faux like a pro business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Decorative Coating Products: One-time purchase of faux finishing products including glazes, Venetian plasters, metallic waxes, clear waxes, varnishes, and texture coatings sold in various sizes (quart, gallon) through e-commerce website.
- Mighty Boards: Sale of jumbo-format paintable color testing boards in two sizes (18x24 inch and 9x12 inch Mini) available in multi-packs through website and over 700 paint stores worldwide.
- Digital Color Consultations: Personalized color consultation digital downloads priced at $2.95 (sale from $12.95), providing guidance for creating specific atmospheres like 'Creating Calm Zen Living Space' or 'Unleashing Vibrancy and Energy.'
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Clear Flat Wax - Quart |
| Unit Pricing | Pay-as-you-go | Galaxy Wax/Metallic Wax - 16 oz |
| Unit Pricing | Pay-as-you-go | Glaze/TexturGlaze/Extender |
| Unit Pricing | Pay-as-you-go | Moiré/Urban Plaster |
| Unit Pricing | Pay-as-you-go | Weathered Plaster/Carolina Sandstone |
| Unit Pricing | Pay-as-you-go | Texture Stone |
| Unit Pricing | Pay-as-you-go | Polished Plaster/Acrylic Plaster |
| Unit Pricing | Pay-as-you-go | Satin Varnish |
| Unit Pricing | Pay-as-you-go | Dead Flat Varnish/Zero Gloss |
| Unit Pricing | Pay-as-you-go | Mini Mighty Boards 9x12 - 5-Pack |
| Unit Pricing | Pay-as-you-go | Large Mighty Boards 18x24 - Multi Pack |
| Unit Pricing | Pay-as-you-go | Color Consultation Digital Downloads |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
faux like a pro product offering
Product offeringCore offering
Faux Like a Pro sells water-based, eco-friendly decorative finishing materials — including glazes, Venetian and acrylic plasters, metallic and clear waxes, and low-VOC varnishes — alongside its proprietary Mighty Boards paintable color testing boards and digital color consultation guides. Offerings target professional decorative painters, interior designers, contractors, and DIY consumers seeking premium faux finishes for residential and retail projects.
Product overview
Faux Like a Pro is a distributor of high-quality decorative painting products founded in 1999. The product portfolio centers on faux finishing materials for professional decorative painters, designers, contractors, and DIY consumers. The core offerings include: Glaze/TexturGlaze for extended open-time color washes; multiple Venetian and acrylic plasters (Polished Plaster, Moiré/Urban Plaster, Weatherd Plaster, Texture Stone); clear and metallic waxes (Clear Flat Wax, Galaxy Wax) for protection and burnished finishes; varnishes (Satin Varnish, Dead Flat Varnish) for surface protection; and Mighty Boards (large and mini sizes) for paint color testing. Digital products include personalized color consultations. The company offers custom tinting services to Benjamin Moore colors and provides educational programs alongside their product line.
Differentiator
Problem solved
Functional benefit
Brands
- Mighty Boards: Paintable color sample boards available in large (18x24 inches) and mini (9x12 inches) sizes. The #1 jumbo-format color testing boards chosen by interior designers, homeowners and painting experts.
Products and services
- Clear Flat Wax 100% acrylic, eco-friendly clear wax sold by the quart that is applied over Faux Like a Pro products, Venetian plasters, stencils, and latex paint to provide protection and a burnished finish. Targeted at decorative painters, designers, contractors, and DIY users.
- Galaxy Wax / Metallic Wax 100% acrylic, eco-friendly wax infused with pure mica concentrate, available in 16 colors and sold in a 16 oz size, producing translucent, reflective metallic finishes with depth when applied over plasters, stencils, or paint.
- Glaze / TexturGlaze / Extender Universal water-based glaze with one of the longest open-times in the industry (up to 2 hours), accepting latex paints, artists' acrylic, and universal tints; washable and available in quart and gallon sizes with coverage of 200–400 sq ft (quart) and 400–800 sq ft (gallon).
- Moiré / Urban Plaster Metallic acrylic plaster with gold or pearl undertones producing a suede-like finish; can be applied with brush, roller, spatula, or trowel. Coverage of 60 sq ft (quart) and 240 sq ft (gallon).
- Weathered Plaster / Carolina Sandstone Textured plaster creating a weathered limestone appearance with a natural honed stone effect, functioning as an acrylic equivalent of Marmorino Carrara.
- Texture Stone Acrylic plaster resembling weathered limestone with a natural honed stone effect; designed as an easier-to-apply alternative to traditional lime Marmorino Carrara.
- Polished Plaster / Acrylic Plaster Water-based, eco-friendly Venetian-style acrylic plaster producing an elegant, smooth, deep, translucent finish; tintable to any Benjamin Moore color and burnishable to a marble-like polish. Coverage approximately 200 sq ft per gallon.
- Satin Varnish 100% acrylic, water-based, eco-friendly varnish producing a matte/satin sheen; provides durable protection for walls, furniture, and ceilings and serves as a sealer for cabinets and faux finishes. Coverage 400–800 sq ft (gallon) and 100–200 sq ft (quart).
- Dead Flat Varnish / Zero Gloss Water-based varnish combining 50% acrylic and 50% water-based urethane to deliver a flat sheen without haze; usable as a sealer or fast-drying scumble glaze. Coverage 400–800 sq ft (gallon) and 100–200 sq ft (quart).
- Mini Mighty Boards 9"x12" 5-Pack Paintable color sample boards made from a lightweight, waterproof, flexible plastic composite with a matte/matte finish that grips most coatings; sold in 5-packs at 9x12 inches. Used for accurate color testing by DIY consumers, designers, and color consultants.
- Large Mighty Boards 18"x24" Multi Pack Jumbo-format, 18x24 inch paintable color testing boards made from a waterproof plastic composite that lies flat without warping and provides accurate color representation on a bright-white surface. Distributed via e-commerce and through over 700 paint stores worldwide.
- Color Consultation by My Wall Color #1 — Creating Calm Zen Living Space Personalized digital color consultation download guiding buyers in creating a calm, Zen living space through specific paint color and finish choices; sold at $2.95 (sale from $12.95).
- Color Consultation by My Wall Color #2 — Unleashing Vibrancy and Energy Personalized digital color consultation download guiding buyers in creating a vibrant, energetic living space through bold paint color choices; sold at $2.95 (sale from $12.95).
Quantifiable outcome
- Glaze coverage up to 400-800 sq ft per gallon
- +2 more outcomes
Companies that use faux like a pro
Customer profileNamed customers4 records
Segments7 records
Ideal customer profiles6 records
faux like a pro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
faux like a pro partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
faux like a pro competitors and assessment
Company assessmentBroad incumbents
- Kilz: Specialty coatings brand (primers, sealers, specialty finishes) within the Masco portfolio. Overlaps with Faux Like a Pro's varnish/sealer and DIY consumer channels.
- Sherwin-Williams: Largest North American paint manufacturer with deep retail and contractor channels. Provides broad competition in architectural coatings and could enter the decorative finishes segment.
- Rust-Oleum: Major DIY coatings brand offering specialty paints and decorative finishes. Competes at the consumer/professional boundary with broader distribution and significantly larger marketing budgets.
- Benjamin Moore: Premium architectural paint manufacturer whose color palette Faux Like a Pro tints against. Operates thousands of retail stores and could expand faux/decorative offerings.
Emerging players
- Clare: DTC premium paint brand targeting designers and homeowners. Represents the modern digitally native competitor that could encroach on the design-conscious customer base.
- Backdrop: DTC paint brand targeting design-conscious consumers and interior designers. Overlaps with Faux Like a Pro's designer/DIY customer segments with a digital-first go-to-market.
Direct peers
- Modern Masters: Specializes in architectural and decorative paints, plasters, and metallic finishes. Most direct competitor in faux/decorative coatings with comparable product lines including glazes, plasters, and metallic effects.
- Annie Sloan: Chalk paint and decorative finishes brand with strong DIY/professional overlap. Targets similar designers, furniture painters, and DIY consumers seeking specialty decorative coatings.
- Roman Decorating Products: Specialty manufacturer of decorative coatings, glazes, and wall finishes. Direct overlap with Faux Like a Pro's product range in the decorative painting professional channel.
- Faux Effects: Manufacturer of decorative finishes, plasters, and specialty coatings. Competes directly in the faux finishing category with similar Venetian plaster, glaze, and metallic product offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
faux like a pro social profiles
Digital presencefaux like a pro financial estimates
Financial estimateRevenue estimate
Valuation estimate
faux like a pro leadership team
Management profileNumber of profiles
Profiles1 record
faux like a pro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
faux like a pro 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 faux like a pro
What does faux like a pro do?
Faux Like a Pro sells water-based, eco-friendly decorative finishing materials — including glazes, Venetian and acrylic plasters, metallic and clear waxes, and low-VOC varnishes — alongside its proprietary Mighty Boards paintable color testing boards and digital color consultation guides. Offerings target professional decorative painters, interior designers, contractors, and DIY consumers seeking premium faux finishes for residential and retail projects.
Is faux like a pro a public or private company?
faux like a pro is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was faux like a pro founded?
faux like a pro was founded in 1999. It employs 1 to 10 people.
Where is faux like a pro based?
faux like a pro is headquartered in Allston, United States, in the North America region.
How does faux like a pro make money?
Three revenue lines are on record. Decorative Coating Products are the primary driver. The others are mighty Boards and digital Color Consultations.
Who are faux like a pro's main competitors?
Broad incumbents on record are Kilz, Sherwin-Williams, Rust-Oleum and Benjamin Moore. Emerging players are Clare and Backdrop. Direct peers are Modern Masters, Annie Sloan, Roman Decorating Products and Faux Effects.
Does faux like a pro have an API?
No public API is recorded for faux like a pro.
What industry is faux like a pro in?
faux like a pro's product category is Decorative Coatings & Finishes. Its primary akta.pro industry code is IMADAKAA, Architectural & Decorative Paints, with a secondary code of CRAIADAF, Paint, Stain & Finishes Retail (Coatings, Sundries). Its NAICS code is 325510 and its SIC code is 2851.