Dulux
Dulux is an internationally marketed architectural and decorative paint brand originating in the United Kingdom.
Last updated November 4, 2026
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Overview
Dulux is a major architectural and decorative paint brand whose modern history began in the United Kingdom in 1931. The brand name was introduced by Imperial Chemical Industries (ICI) and is commonly explained as a combination of “durable” and “luxury.” Dulux was among the early commercial users of alkyd-based paint technology, helping establish a position in the market for durable, relatively high-quality decorative coatings. The brand initially sold primarily through decorators and trade suppliers. Its 1950s advertising slogan, “Say Dulux to your decorator,” reflected that professional orientation. Dulux entered the retail market by 1953, broadening its reach from professional painters to household consumers. In the United Kingdom, the brand later became associated with a large consumer-facing portfolio of interior and exterior wall paints, wood finishes, primers and related decorating products. Research cited in the brand’s Wikipedia history has placed its United Kingdom market share at approximately 25 percent, although the applicable date and methodology are not specified in the available material. A central element of Dulux’s identity is its Old English Sheepdog mascot. First used in advertising in 1961, the dog became a recurring feature of Dulux television and print campaigns in markets where the brand operated. Multiple dogs performed the role over the decades, with careful selection and training used to maintain a consistent visual identity. The mascot became sufficiently well known in the United Kingdom and elsewhere that the breed is often informally called a “Dulux dog.” The advertising character also appeared in public events and entertainment, including the 1973 film “Digby, the Biggest Dog in the World.” Channel 4 later ranked the Dulux dog at number 51 in its list of the 100 greatest television advertisements. Dulux’s ownership and operating structure differs by country. In the United Kingdom and many international markets, the brand is associated with AkzoNobel, which acquired ICI’s paint activities in 2008. AkzoNobel operates the Dulux Decorator Centre trade and retail network in the United Kingdom and supports professional-decorator programs including Dulux Select Decorators and Dulux Trade Contract Partnership. In Canada, the decorative paint business was sold by AkzoNobel’s predecessor structure to PPG Industries in 2012, making the Canadian Dulux business distinct from the AkzoNobel-controlled operations in many other territories. In October 2024, PPG announced a planned sale of its Canadian Dulux brand to American Industrial Partners as part of a broader transaction valued at $550 million; the available material does not establish the final completion status. Australia and New Zealand have a separate corporate history. Dulux-branded paint activity in the region developed from Australian paint businesses dating back to the early twentieth century. The local company adopted the Dulux name in 1971 after consumer research indicated that the public recognized Dulux more readily than the previous corporate name, BALM Paints. The Australian business became independent from ICI Australia following the 1998 restructuring that created Orica, was spun off as DuluxGroup and listed in Australia in 2010, and was acquired by Nippon Paint in 2019. In those markets, the Dulux portfolio has included decorative paints, wood-care products and powder coatings, while certain technical businesses were divested. Today, Dulux is positioned as a quality-oriented paint brand spanning consumer home decoration and professional trade use. Its market presence is built around colour selection, finish durability, ease of application, surface protection and decorating advice. The precise parent company, product assortment and distribution model depend on the country in which the brand is purchased.
History
The Dulux brand emerged from the paint operations associated with Imperial Chemical Industries. ICI Paints was formed in 1926, and the Dulux name was introduced in 1931. The name is generally described as deriving from “durable” and “luxury,” reflecting the product’s intended combination of long-lasting performance and an upscale consumer proposition. Dulux was one of the early brands to market alkyd-based paint, a technology important to the development of modern decorative coatings. During its early years, Dulux was primarily a trade brand. Decorators and specialist suppliers were its main customers, and the 1950s advertising slogan “Say Dulux to your decorator” emphasized professional recommendation. The brand entered retail distribution in 1953, allowing household consumers to buy Dulux directly for home improvement projects. Over time, its portfolio expanded across interior and exterior architectural coatings, primers, wood finishes and other decorating products. The brand’s most distinctive marketing development was the adoption of the Old English Sheepdog as its mascot in 1961. Different dogs have represented Dulux over the years, but the advertising agency used selection, grooming and training to preserve a consistent appearance. Shepton Daphnis Horsa, known as Dash, was the first advertising dog and held the role for eight years. Fernville Lord Digby became the best-known successor; his popularity extended beyond advertising and led to his appearance in the 1973 film “Digby, the Biggest Dog in the World.” King Hotspur of Amblegait represented the brand from 1974 to 1979 and appeared in numerous television programs and public events. The mascot’s cultural visibility made “Dulux dog” a common informal name for the breed in several markets. Corporate control has varied by geography. ICI owned and produced Dulux before its paint operations passed to AkzoNobel in 2008. AkzoNobel remains associated with Dulux in the United Kingdom and many international markets. In Britain, it operates the Dulux Decorator Centre network, a trade and retail chain with more than 200 branches according to the available reference. It also supports Dulux Select Decorators, a professional-decorator network created in 1996, and Dulux Trade Contract Partnership, a quality-assurance scheme for independently assessed contractors. Canada developed a separate ownership path. The Canadian Dulux decorative paint business was sold to PPG Industries in December 2012 and operated through PPG’s Architectural Coatings division. In October 2024, PPG announced a planned sale of its Canadian Dulux brand to American Industrial Partners in a broader $550 million transaction. The available source does not establish whether the sale had completed. Australia and New Zealand have an independent local history that predates the modern Dulux brand. The regional business originated in paint manufacturing associated with H. L. Vosz and the Australasian United Paint Company. The latter was acquired in 1919 by British Australian Lead Manufacturers and later became known as BALM Paints. In 1971, the company adopted the Dulux Australia name after research showed stronger public recognition of the Dulux brand than the BALM corporate name. The Australian business was part of the ICI Paints World Group until the late 1990s. Following ICI Australia’s restructuring, it became part of Orica, then was separated as DuluxGroup and listed in 2010. Nippon Paint acquired DuluxGroup in August 2019. Dulux’s contemporary identity combines trade credibility with consumer-oriented colour and decorating support. The brand has used long-running colour forecasting and introduced an annual Colour of the Year program, including Sweet Embrace in 2024 and True Joy in 2025. Product ownership, branding, availability and specific product names remain market-dependent because the Dulux trademark is operated by different corporate owners in different territories.
- 2025
True Joy selected as Colour of the Year
[1]Dulux named True Joy, a bright yellow shade, as its Colour of the Year for 2025.
- 2024
Sweet Embrace selected as Colour of the Year
[1]Dulux named Sweet Embrace, a soft pink shade, as its Colour of the Year for 2024.
- 2024
PPG announced planned Canadian divestment
[1]PPG announced a planned sale of the Canadian Dulux brand to American Industrial Partners within a broader transaction.
- 2019
Nippon Paint acquired DuluxGroup
[1]Nippon Paint acquired the Australian and New Zealand DuluxGroup, which was subsequently delisted.
- 2012
Canadian business sold to PPG
[1]PPG acquired the Canadian Dulux decorative paint business through its Architectural Coatings division.
- 2010
DuluxGroup listed in Australia
[1]The Australian and New Zealand Dulux business was separated from Orica and listed as DuluxGroup.
- 2008
AkzoNobel acquired ICI paint activities
[1]AkzoNobel acquired ICI’s paint businesses, taking control of Dulux in relevant markets.
- 1998
Australian business became part of Orica
[1]Following the separation of the former ICI Australia, the Australian Dulux business operated within the newly named Orica.
- 1996
Dulux Select Decorators launched
[1]Dulux created a nationwide professional-decorator network intended to provide consumers with quality-assured decorating services.
- 1971
Australian company adopted the Dulux name
[1]The Australian paint company previously known as BALM Paints changed its name to Dulux Australia after research showed stronger consumer recognition of Dulux.
Products and positioning
Quality-oriented, mid-to-premium decorative and architectural paint brand serving both professional decorators and household consumers, with an emphasis on durability, colour expertise and trusted trade performance.
Interior architectural coatings
Dulux interior paints
Interior wall and ceiling paints form the consumer-facing core of Dulux in many markets. The range generally covers multiple sheen levels, colours and performance grades for bedrooms, living areas, kitchens and other domestic spaces. Specific formulations and product names vary by country and may include washable, low-odour or enhanced-durability options.
Exterior architectural coatings
Dulux exterior paints
Exterior architectural paints are designed for masonry, façades and other outdoor building surfaces. They are positioned around weather resistance, colour retention and protection of the underlying substrate. Availability and technical specifications differ between the AkzoNobel, PPG and Nippon Paint market organizations.
Surface preparation
Dulux primers and undercoats
Dulux primers and undercoats support adhesion, coverage and surface preparation before the finishing coat. They may be formulated for walls, wood, metal or difficult substrates. These products are sold through both consumer and professional decorating channels, with market-specific systems intended to work with corresponding Dulux topcoats.
Decorative finishes
Dulux wood and metal finishes
Wood and metal coatings extend the brand beyond wall paint into doors, trim, furniture, cabinetry and metalwork. The category includes finishes intended to provide colour, sheen and protection against ordinary wear. Individual formulations, including water-based and solvent-based options, depend on local regulations and product portfolios.
Professional paint
Dulux Trade
Dulux Trade is the professional-oriented side of the brand in the United Kingdom and related markets. It is distributed through trade channels and is intended for decorators, contractors and larger projects requiring consistent application properties, coverage and colour matching. The range is supported by professional services and trade retail infrastructure.
Decorative wall paint
Dulux Wash & Wear
Wash & Wear is a Dulux decorative paint line referenced in Australian advertising. It is associated with washable, durable interior wall finishes and has been promoted through campaigns featuring the Dulux dog. The exact formulation and availability are market-specific.
Trade and retail distribution
Dulux Decorator Centre
Dulux Decorator Centre is a United Kingdom network of trade and retail stores operated by AkzoNobel. The branches serve professional decorators and other customers with paint, decorating materials and product advice. The available reference describes a network of more than 200 branches, predominantly in England with additional locations in Scotland, Wales and Northern Ireland.
Controversies
Marketing campaigns
- 2025Colour of the Year: True Joy
International
Dulux selected True Joy, an uplifting bright yellow, as its Colour of the Year for 2025.
Outcome. Continued the brand’s annual colour-forecasting platform.
- 2024Colour of the Year: Sweet Embrace
International
Dulux selected Sweet Embrace, described as a delicate soft pink, as its Colour of the Year for 2024.
Outcome. Supported Dulux’s colour-expertise and trend-forecasting positioning.
- 2010Wash & Wear Dulux dog campaign
Australia
Australian television advertising for Dulux Wash & Wear showed the Dulux dog and other Old English Sheepdogs collecting objects to stir a newly opened paint pot. The campaign used the song “I Woke Up Today” by Port O’Brien.
Outcome. Reinforced the Australian Dulux dog property while communicating product use and durability.
- 1996Dulux Select Decorators
United Kingdom
Dulux established a nationwide network of professional decorators using quality requirements and a consumer-facing guarantee structure.
Outcome. Connected the paint brand with vetted installation and decorating services.
- 1980Gambit Philips Video photographic campaign
United Kingdom
The Dulux dog named Gambit was used in a photographic shoot promoting Philips Video equipment. The campaign demonstrated the mascot’s value as a broader commercial and publicity asset.
Outcome. Extended the Dulux dog identity into a partner-brand promotional setting.
- 1973Digby publicity and film appearance
United Kingdom
Fernville Lord Digby, one of the best-known Dulux dogs, appeared in the film “Digby, the Biggest Dog in the World,” extending the mascot’s visibility beyond paint advertising.
Outcome. Strengthened the cultural recognition of the Dulux dog character.
- 1961Dulux dog advertising
United Kingdom · Australia · Other Dulux markets
Dulux introduced an Old English Sheepdog as a recurring advertising character. Different dogs played the role over time, while consistent selection, grooming and training maintained the mascot’s visual identity.
Outcome. Created one of the paint industry’s most recognizable brand mascots and made “Dulux dog” a widely used nickname for the breed in several markets.
- 1950Say Dulux to your decorator
United Kingdom
This advertising slogan positioned Dulux as a paint brand recommended and specified by professional decorators, reinforcing its early trade-market credibility.
Outcome. Helped associate the brand with professional decorating expertise.
Brand decisions
2024
Planned sale of Dulux CanadaM&ABackground
PPG announced a broader divestment transaction that included its Dulux brand in Canada.
Action taken
PPG announced plans to sell the Canadian Dulux brand to American Industrial Partners.
Aftermath
The available reference does not confirm whether the announced transaction was completed.
Announced broader transaction value. $550 million (Announced 17 October 2024)
2019
Nippon Paint acquisition of DuluxGroupM&ABackground
DuluxGroup was the independent Australian and New Zealand company operating Dulux-branded paint activities in those markets.
Action taken
Nippon Paint acquired DuluxGroup.
Aftermath
DuluxGroup was delisted from the Australian Securities Exchange and became part of Nippon Paint’s operations.
2012
Sale of Dulux Canada to PPGM&ABackground
The Canadian decorative paint operation followed a different ownership path from the Dulux businesses retained by AkzoNobel in many other markets.
Action taken
The Canadian Dulux decorative paint business was sold to PPG’s Architectural Coatings division.
Aftermath
PPG operated the Canadian Dulux business and later announced a planned sale to American Industrial Partners in 2024.
2010
Australian and New Zealand business spin-offStrategyBackground
The regional Dulux business had operated within Orica after the restructuring of the former ICI Australia.
Action taken
The DuluxGroup business was separated from Orica and listed on the Australian Securities Exchange.
Aftermath
DuluxGroup operated as an independent listed paint company until its acquisition by Nippon Paint in 2019.
2008
Transfer of ICI paint operations to AkzoNobelM&ABackground
ICI’s paint activities included the Dulux brand in relevant markets.
Action taken
AkzoNobel acquired the ICI paint businesses and became the principal corporate owner of Dulux in many territories.
Aftermath
Dulux continued as an AkzoNobel brand in the United Kingdom and various international markets, while country-specific ownership arrangements remained possible.
Recent events
Nippon Paint signs $1.35 billion agreement to acquire AkzoNobel decorative paints business in Southeast Asia, Australia and Papua New Guinea[3]
Nippon Paint Group signed a definitive agreement on October 3, 2026 to acquire AkzoNobel's decorative paints business in Southeast Asia (Indonesia, Vietnam, Malaysia, Singapore, Thailand), Australia and Papua New Guinea for USD 1.35 billion. The deal includes AkzoNobel's decorative paints subsidiaries in Vietnam, Malaysia and Singapore, its businesses in Thailand, Australia and Papua New Guinea, 100% of the Indonesia decorative paints business currently run as a joint venture with a local partner, the Dulux brand, and manufacturing and R&D capabilities including three production facilities and an R&D center in Malaysia. The Indonesia transaction is expected to close around the end of 2026 and other markets by mid-2027, subject to regulatory approval and completion of the carve-out from AkzoNobel.
Reported
Dulux apologizes for social media posts about Tottenham[2]
After its social media team mocked Tottenham in posts following the announcement of a sponsorship partnership, Dulux apologized to Spurs fans and said it was investigating what happened. The posts were deleted.
- Unconfirmed
Reported
Dulux acquires 16 Paint Spot Group businesses[4]
Paint brand Dulux acquired 16 Melbourne businesses operating under the Paint Spot Group brand.
- Unconfirmed
Reported
Dulux introduces next-generation Weathershield Powerflexx[5]
Dulux introduced the next generation of Weathershield Powerflexx, an exterior paint offering two times more elasticity and longer fungal protection.
- Unconfirmed
Reported
Dulux launches “Double Protection” TV campaign[5]
AkzoNobel, maker of Dulux Paints in India, released a TV campaign titled “Double Protection” featuring Boman Irani to promote next-generation Dulux Weathershield Powerflexx.
Sources5 sources
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