Choosing the right paint brand is just as important as choosing the right colour. A high-quality paint covers better, lasts longer, and saves you money in the long run. In London flats and houses with their high ceilings, older walls, and varying light conditions, the right paint makes all the difference. I have used most major paint brands across hundreds of London properties. Here is my honest take on what actually performs.
Dulux Trade — Best All-Rounder
Dulux Trade is my go-to for most interior painting jobs in London. Their Diamond Matt finish is durable, washable, and looks great on both modern and period properties. It covers well in two coats, even over darker colours, and the matt finish hides wall imperfections better than most. It is ideal for London rental properties that need to look good between tenancies. View Dulux Trade Diamond Matt on Amazon
Farrow and Ball — Best for Period Properties
Farrow and Ball is the premium choice for Victorian and Georgian properties. Their Estate Emulsion has a beautiful flat, chalky finish that suits period features like cornicing, picture rails, and original woodwork. The colour range is unmatched for heritage shades. The downsides are that it is expensive and less durable than modern emulsions. Use it in low-traffic areas like bedrooms and dining rooms. For hallways and rentals, Dulux or Johnstone’s are more practical. View Farrow and Ball Estate Emulsion on Amazon
Johnstone’s — Best Value
Johnstone’s is the best mid-range option for landlords and homeowners on a budget. Their Matt Vinyl emulsion covers well, is reasonably durable, and costs significantly less than premium brands. Trade paint from Johnstone’s performs noticeably better than retail paint from the same brand. It is ideal for rental properties, high-traffic hallways, ceilings, and large rooms where you need good coverage without premium cost. View Johnstone’s Matt Vinyl on Amazon
Little Greene — Best for Eco-Conscious Homes
Little Greene makes water-based paints with low VOCs, making them ideal for nurseries, bedrooms, and homes where indoor air quality matters. Their Intelligent Matt is durable and washable. The colour range is inspired by historic English interiors. View Little Greene Intelligent Matt on Amazon
Crown Trade — Best for Kitchens and Bathrooms
Crown’s Scrubbable Matt and Kitchen and Bathroom ranges are genuinely hard-wearing. If you are painting a London bathroom or kitchen, Crown’s moisture-resistant formulas stand up to steam and splashes better than most competitors at the same price point. View Crown Kitchen and Bathroom Paint on Amazon
Paint Finish Guide by Room
Choosing the right finish is as important as choosing the right brand. Here is my recommended finish for each room. Living rooms work best with eggshell or matt. Eggshell is slightly wipeable and better for family homes. Bedrooms should use matt to hide imperfections and give a soft, restful look. Kitchens need satin or kitchen-specific emulsion that is easy to clean and moisture-resistant. Bathrooms require paint specifically designed to handle steam. Hallways and stairs benefit from diamond matt or eggshell as they are high-traffic areas. Ceilings should use pure white matt emulsion. Woodwork works well with satin for a modern look or gloss for traditional toughness.
Top Tips from a Professional Painter
Always buy trade paint, not retail. Trade paint has more pigment and binder, so it covers in fewer coats and lasts longer. The price difference is small. Do not cheap out on prep. The best paint on poorly prepared walls still looks bad. See our wall preparation guide for details. Use the right tools. A good roller makes more difference than upgrading from mid-range to premium paint. A quality roller and sleeve like this Hamilton medium pile roller will give you a smooth, professional finish. Test colours in your actual room. London light varies enormously. A north-facing room needs warmer tones while south-facing rooms can handle cooler colours.