New! "Licetto"

Perhaps you recognize the situation, you want a very matte wall paint but after a while, day to day living may give you grimy marks. Cleaning and rubbing don’t seem to be an option since it’ll leave shiny patches on the wall. So how can you achieve an easy to clean and durable but still very matte beautiful wall finish? It’s easy: use our revolutionary Licetto Paint, specially developed for this requirement.


  • an environmentally friendly and water based wallpaint,

  • very matte in appeareance, a gloss percentage of approximately 3%, which is almost as matt as chalk based paint,

  • highly washable,

  • no shiny spots after removing stains from the wall,

  • very scratch resistant, also with dark colours,

  • no solvents in the paint,

  • interior and exterior.

A perfect solution for high traffic areas, families with young kids and commercial projects. Coming soon to North America!

Pure & Original® paint

Pure & Original paint is a family company proudly fabricating paint for over 70 years. Passion, knowledge and craftsmanship are at the core of our business. By sourcing the best raw materials and minerals followed by thorough testing, our paints meet the highest standards for quality, sustainability and environment. 


Bespoke service: Our Pure & Original paint is 

tinted and mixed in North America using 100% 

Pure & Original natural pigments. Paint can also

be tinted to RAL colors and others.

Visit the Canadian online store:


If you are a professional installer, designer or architect, please contact us directly for information about our products, trade program, professional accounts or to place a commercial order. Our team is ready to assist you. Email:


If you are interested in our Qualified Painters Program, please contact:


Dealers and installers

To find a local dealer or installer please contact us

or visit our dealer's page.


Projects and publications 

Explore our curated list of inspirational projects featuring Pure & Original.




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For questions about your order or more information about Pure & Original paint in the USA, please email us at or give us a call.

Phone: 1888 292 1396

Hours: Monday - Friday  8:30 am -  5:00 pm EST


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