Certain chemicals can prevent paint from delivering the color you want. So we got rid of them.
Gennex: The Science of Stronger
Most common paint colorants require the addition of certain chemicals so that they can mix easily into any number of paints.
We realized that if we made our own colorants, designed specifically for our paints, we could remove unnecessary chemicals that weaken paint. What we ended up with is a formula that’s better, stronger and simpler.