Fossil-free wall paint is our major innovation breakthrough in sustainable paint.

December 2023

Flower Power is a revolutionary, 99% fossil-free wall paint without titanium dioxide and primary microplastics. Instead, it uses natural colorants and a biodegradable binder. The paint is transparent when applied and dries to an opaque finish. With a carbon footprint of only 24 kg per 100 kg of product, it is a sustainable breakthrough. Pilots in Rotterdam show that this innovation is ready for practical application. A new perspective on paint, with nature as its source of inspiration.

Titanium dioxide-free wall paint, without microplastics

Titanium dioxide is a beautiful pigment and provides the whitest white in paint. Unfortunately, however, it has a very negative effect on the carbon footprint.

In addition, many traditional water-based paints contain microplastics. This Concept Paint does not contain primary microplastics. We have left out the acrylates and added a biodegradable binder. Further research in the future will determine whether the paint is completely biodegradable.

Colour power from nature with a transparent start

At Flower Power, we use colorants from nature. Made from organic materials that we have tested for coverage, gloss, colour fastness and scrub class, among other things.

The paint can be applied with a brush, roller or spray. The paint properties change. What is very special is that, due to the absence of titanium dioxide, the paint is transparent when applied and then dries to an opaque finish. This requires the painting industry and consumers to look at sustainable paint in a different way.

The challenges

Our biggest challenge is to obtain the right raw materials in the future. These must be biobased, biodegradable and circular, with a lower environmental impact and in line with the requirements of the Green Deal.

Continuing to search for sustainable alternatives is a must, but it takes time and perseverance. The costs and scalability of the alternatives are another issue. In addition, switching to a different type of processing is a process for painters that requires time and getting used to. Involvement and testing together are essential in this regard.

Concept Paint pilots in practice

The first practical test took place in Rotterdam. Painters from SW Vastgoedverbetering treated the walls of porch in an apartment building in the Kralingen district of Rotterdam with Flower Power. The client, housing association Woonstad Rotterdam, known for its sustainable initiatives, was happy to provide the opportunity for this pilot. Mooij Verf, the paint wholesaler for professional painters, supplied the paint.