Issues of Paint Picking, Be Gone

This New Startup Thinks Its Time to Change the Color of Your Living Room


August 2, 2018 Home By
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Launched by an interior designer whose work has been featured in the likes of HGTV, Good Morning America, House Beautiful, Better Homes & Gardens and more, Clare is a new direct-to-consumer paint company.

The goal of Nicole Gibbons’ startup, according to the website, is to simplify a convoluted and often frustrating paint buying process. Clare wants to combine high-end paint quality (no VOCs, minimal chemical emission) with a tightly curated selection of colors. The company orders out swatches that stick on to your wall for testing before making a buying decision and provides all the tools needed to get that wall painted when you do buy. Where Benjamin Moore and Sherwin Williams stock thousands of colors, Clare is opening with just 55, banking on the theory that a limited selection eases the over-choice phenomena when rifling through 200 shades of mint green.

The website features a tool called Clare Color Genius, which acts as a sort of artificial interior designer. You answer a handful of questions about the room you’re wanting to paint — “What’s the natural light like in your space?” and “Is there a dominant color already being used in your space (furniture, etc.)?” — and spits out a few recommended paint options.

Gallons of wall paint from Clare, which opened for business on Tuesday, start at $49.

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