Clare

Clare is a modern American paint brand built around a direct-to-consumer, e-commerce model. Rather than selling through big-box hardware stores, Clare sells its paint and supplies primarily through its own website, clare.com, and ships orders directly to customers' homes. The brand positions itself as a simpler, more inspiring alternative to the traditional paint-shopping experience, which it describes as a hassle. Its stated mission is to make paint shopping easy and inspiring so customers can create a home they love. Clare's product line centers on interior wall paint, complemented by an interior/exterior primer and a range of painting supplies such as roller covers and roller frames. The brand emphasizes a tightly edited, designer-curated color palette rather than an overwhelming wall of paint chips. It screened hundreds of color formulations to build its palette, and it offers tools such as the interactive "Clare Color Genius" to help customers choose colors, along with peel-and-stick "Perfect Color Swatch" samples that avoid the mess of traditional liquid samples. A defining feature of Clare's positioning is its health and safety claims. The brand states that its water-based interior paints and colorants are zero VOC, meaning they are formulated without the toxic carbon-based solvents found in many other paints. Clare says its paint is GREENGUARD Gold certified, ultra low odor, and free of hazardous air pollutants, toxic air contaminants, and EPA chemicals of concern. It also describes its paint as ultra-premium, self-priming, and durable, resisting dirt, grime, and mildew. Clare markets itself as a "better brand" with a fresh perspective, offering "fewer, better colors" and paint customers "can feel good about." It highlights convenience features such as free shipping on orders over $200 and speedy delivery. Customer reviews on its site praise the palette, the swatch stickers, the speed of shipping, and the ability to complete a project without visiting a hardware store. The brand also notes that it is a Black-owned and woman-owned business. Overall, Clare represents a digitally native challenger in the paint category, combining e-commerce convenience, a curated design aesthetic, and a strong wellness-and-sustainability narrative around low-emission, zero-VOC formulations.

Clare was founded with a simple idea: that paint shopping shouldn't be a hassle. The company set out to reimagine the entire paint shopping experience, replacing the traditional trip to a hardware or big-box store with a direct-to-consumer, online-first model. From its own account, Clare built its offering around designer-curated colors, mess-free paint swatches, and high-quality paint and supplies delivered to customers' doors. A central element of Clare's approach is its curated color palette. Rather than presenting an endless sea of paint chips, the brand screened hundreds of color formulations to create an expertly edited palette, aiming to give customers confidence in their color choices. To support this, Clare developed the interactive "Clare Color Genius," which guides users to a suitable color for their space through a few simple questions, and the "Perfect Color Swatch," a peel-and-stick sample that eliminates the mess and hassle of traditional liquid samples. From the beginning, Clare framed its products around health and well-being. The brand states that it started the company with customers' well-being in mind, making a better paint its priority. Its water-based interior paints and colorants are zero VOC, formulated without the toxic carbon-based solvents found in other paints. Clare notes that VOCs are emitted as gases and can pollute the environment and indoor air, and it cites the EPA's finding that indoor air can be up to ten times more polluted than outdoor air as motivation for creating products that support healthier indoor air while still performing well. Clare's paint is GREENGUARD Gold certified, a top-tier certification that requires formulas to undergo rigorous annual testing for more than 360 VOCs and hazardous chemicals. The brand also says its paint is formulated without toxic air contaminants (TACs), hazardous air pollutants (HAPs), or any EPA chemicals of concern, going beyond industry regulations. Its products are described as ultra-premium, self-priming, and durable, with a finish that resists dirt, grime, and mildew. Beyond paint, Clare offers an interior/exterior primer and a range of supplies, including roller covers and roller frames. The primer is marketed as fast-drying and multi-surface, suitable for drywall, wood, stonework, and hard-to-stick surfaces such as aged oil-based paint, aluminum, and galvanized metal, and it is likewise zero VOC and GREENGUARD Gold certified. Clare sells primarily through its website, clare.com, and emphasizes convenience with free shipping on orders over $200 and speedy delivery. The brand also highlights its identity as a Black-owned and woman-owned business, a point echoed in customer reviews. Its manufacturing is described as taking place in an energy-efficient factory that reduces waste at every stage and treats and recycles water for reuse, and its paint containers, trays, and liners are made from recycled materials. Across its story and product pages, Clare consistently positions itself as a modern, "better brand" offering fewer, better colors and paint customers can feel good about.

A modern, direct-to-consumer paint brand offering designer-curated, zero-VOC, GREENGUARD Gold certified paint with a simplified, inspiring shopping experience.

• Interior Paint

  Zero VOC, GREENGUARD Gold certified, ultra-premium, self-priming interior wall paint with a durable finish that resists dirt, grime, and mildew.

• Interior/Exterior Primer

  Fast-drying, multi-surface, zero-VOC primer that conceals imperfections and blocks stains while bonding to drywall, wood, stonework, and hard-to-stick surfaces like aged oil-based paint, aluminum, and galvanized metal.

• Roller Cover

  A premium roller cover for smooth application and a flawless finish.

• Roller Frame

  Pairs with the premium roller cover and features an ergonomic grip for comfort and control.

• Perfect Color Swatch

  Peel-and-stick paint swatch samples that avoid the mess and hassle of traditional liquid samples.

1. 1Clare: Premium Designer Wall Paint & Suppliesclare.com
2. 2Zero VOC Wall Primer Paint | Clareclare.com
3. 3Clare: The Best Paint Brand | A Modern Paint Companyclare.com
4. 4Zero VOC Paint: GREENGUARD Gold Certified | Clareclare.com