Industry News

Benjamin Moore Reinvents Regal Select Interior Paint

Benjamin Moore, North America’s favorite paint, color, and coatings brand, has reinforced its Regal Select Interior paint to stand up to the demands of everyday life like never before. The enhanced formulation features proprietary stain-release technology, increased scuff-resistance and washes clean without compromising color or sheen integrity.

Regal Select is the paint that generations of painting professionals and homeowners have relied on for years to deliver the premium-quality results that Benjamin Moore is known for. Its smooth application and unbeatable flow and leveling allow painters to achieve professional results every time. The durable, washable finish enables easier clean-up of common household stains such as pencil, crayon, coffee and more, across all Benjamin Moore colors.

“For more than 60 years, Regal® Select has been the brand of time-tested premium interior paint that quality-minded professionals and homeowners trust,” said Alyssa Scagnelli Figiel, Senior Product Manager at Benjamin Moore. “Our R&D and product development teams sought to make this tried-and-true interior paint even better by ensuring it delivers a flawless finish that is both beautiful and functional, resisting stains, scuffs and daily wear and tear.”

To commemorate the launch, the brand has also developed a new creative campaign, entitled “Lovestruck Objects”, that showcases a fresh take on what consumers think of when they think of Benjamin Moore. In two new creative spots, the brand features how much objects in the home love the durable qualities of Regal Select; maybe even, a little more than the homeowners themselves! The campaign was developed by independent creative agency, FIG.

Available in Flat, Matte, Eggshell, Satin/Pearl and Semi-Gloss finishes, Regal Select Interior can be tinted in 3,500+ Benjamin Moore colors and is available exclusively at locally owned retailers throughout the US, Canada and international distributors. To learn more or to locate a retailer near you, visit