Creating truly durable matt finishes has long been a challenge in the decorative paint industry. But now, after more than five years of development, our team has cracked this problem with a breakthrough in chemistry, providing customers with a product that meets both their aesthetic and their practical needs. The all-new Dead Flat is not only our most matt finish ever at 2% sheen), it’s also multi-surface and impressively durable.

We achieved this thanks to a secret ingredient, made from a renewable resource, which is evenly distributed through the paint film. Combined with the other components, it gives the paint better overall performance and enhanced opacity. The secret ingredient and the minerals create microscopic irregularities in the surface to make it uneven, which breaks up the refraction of light at all angles.

The result is a truly matt finish, even when viewed at very shallow angles. This gives the impression of the colour being even richer and deeper due to the minimal light reflection. It is even more apparent in our darker shades, delivering the fullest expression of colour.

Dead Flat’s is multi-surface formula means that customers can seamlessly extend colour across their walls, ceiling, woodwork, and radiators with just one finish, for an effortless full-room transformation. We have done extensive testing with both consumers and professional decorators, and their feedback was that this product is extremely easy to apply, with great texture and flow, and almost no splatter. The excellent opacity of the paint also means that customers can achieve exceptional coverage even from the first coat.

Combined, these aesthetic and functional qualities allow our customers to easily realise their own creative visions – whether they are professional interior designers or DIYers transforming their own homes.

Like every other finish in our range, Dead Flat is made with a water base and responsibly sourced ingredients, all packaged in a recyclable tin. It’s also cruelty-free, toy-safe, and Trace VOC (which means there are no volatile organic compounds used in the formulation and they can only be found at background levels), achieving the French Indoor Air Quality rating of A+. 

The paint itself is incredibly durable. It is scuff resistant, washable and wipeable, has a Class 1 scrub rating (which means it will look good for longer), and has colour fully locked in place (so colour won’t transfer onto cleaning cloths). This durability reduces the need for re-decorating, saving our customers money in the long-term as they adopt a more sustainable and less wasteful approach to interior design.

Every tin we sell also supports The Hempel Foundation, which funds projects to protect biodiversity, empower children to learn, and make our industry more sustainable.