Benjamin Moore Aura is one of the most popular premium interior paints on the market. Known for its smooth application, durability, and washability, Aura provides a rich, velvety finish ideal for high-traffic areas. But there have been some rumors swirling that this beloved paint may be getting discontinued. Let’s take a closer look at whether Aura is actually going away.
Page Contents
- 1 What is Benjamin Moore Aura Paint?
- 2 Is Benjamin Moore Discontinuing Aura Paint?
- 3 Why Would Benjamin Moore Discontinue Aura?
- 4 How Would I Know if Aura Is Discontinued?
- 5 What Paint Would Replace Aura?
- 6 What Paints Compare to Benjamin Moore Aura?
- 7 Can I Still Buy Benjamin Moore Aura Paint?
- 8 Conclusion
What is Benjamin Moore Aura Paint?
Benjamin Moore Aura is a high-end interior latex paint launched in 2001. It is marketed as a “paint and primer in one” that offers one-coat hide and coverage while being zero VOC. Some key features of Aura paint include:
- Proprietary Color Lock® technology for superior color retention
- High-hiding formula covers in one coat
- Self-priming on most surfaces so no need for a separate primer coat
- Extreme durability and longevity
- Stain and burnish resistant
- Zero VOC – low odor
- Water-based formula
- Velvety, smooth finish
- Easy soap and water clean-up
Aura comes in all sheens – flat, matte, eggshell, satin, semi-gloss. It is also available in over 3000 colors, including popular options like White Dove, Gray Owl, and Swiss Coffee. Aura is designed to be a premium do-it-all paint for entire interior spaces like living rooms, bedrooms, kitchens, bathrooms, hallways, and kids’ rooms.
Is Benjamin Moore Discontinuing Aura Paint?
There is no official announcement from Benjamin Moore that they are discontinuing Aura paint at this time. The Aura line of products is still prominently featured on Benjamin Moore’s website with no indication that it is being phased out. Aura paint cans and color samples remain readily available for purchase at Benjamin Moore retailers.
Many bloggers, message boards, and home improvement sites have perpetuated the rumor that Aura is being discontinued in recent years. Some speculate this is due to potential changes in Aura’s formulas leading to a slightly different finish. Others chalk it up to the introduction of newer Benjamin Moore premium paint lines like Natura and Ben. But the brand itself has not stated plans to stop producing its popular Aura line.
Where Did the Discontinuation Rumor Come From?
Much of the chatter surrounding Aura paint being discontinued seems to stem from a 2020 blog post speculating that Aura was going away. The article suggested some subtle formula tweaks and the launch of Natura signaled the end for Aura. This set off a flurry of other blog, forum, and Facebook posts asking if it was true.
Some loyal Aura users also noticed very slight changes to the paint’s application and finish around 2018. This led to Internet discussions about potential formula changes and whether Aura was being reformulated or replaced. However, Benjamin Moore has not confirmed any major changes to Aura’s original formula and paint technology.
The introduction of two new premium Benjamin Moore interior paint lines – Natura in 2019 and Ben in 2020 – also fueled speculation. Some wondered if these new products would force out Aura despite different target audiences. But Benjamin Moore has given no indication Aura is on the chopping block and continues to market all three paint lines.
What Benjamin Moore Says About Aura Being Discontinued
While rumors have persisted for years in the DIY community, Benjamin Moore itself has never verified that Aura is being discontinued. Here is what Benjamin Moore has officially stated about the Aura paint line:
- Aura still prominently appears on Benjamin Moore’s website and marketing materials as a current product line.
- The company has released several new colors for the Aura line over the past couple years indicating continued investment and development.
- Benjamin Moore customer service representatives have maintained that Aura is not being discontinued whenever asked directly about the rumors.
- 2021 announcements of new Aura products like Aura Bath & Spa paints show the line is still very much alive.
- Aura continues to be sold by thousands of Benjamin Moore retailers nationwide.
Unless Benjamin Moore corporate makes an official announcement, it appears Aura paint is not on the verge of disappearing. The company clearly still supports the product line and has denied rumors of its demise.
Why Would Benjamin Moore Discontinue Aura?
While Aura doesn’t seem to be going anywhere right now, some may wonder why Benjamin Moore would ever discontinue such a popular, profitable paint line. Here are a few hypothetical reasons the company could decide to ax Aura paint:
Sales Decline
If sales of Aura paint significantly declined over time, Benjamin Moore may decide to cut the line. However, all signs point to Aura still being a top-selling premium paint despite new entrants like Natura. But if demand dried up, discontinuation may be considered.
Performance Issues
Problems with application, finish, durability, or other performance factors may lead Aura to be discontinued. However, Aura’s formula has remained largely consistent with few reported performance problems. Any changes are likely just periodic tweaks any paint line sees over time.
High Costs
Producing Aura may become too expensive between raw materials, manufacturing, distribution, and labor costs. But its reputation as a premium paint allows for premium pricing to consumers. Discontinuation due to costs alone seems unlikely.
Shifting Company Strategy
Benjamin Moore’s overall brand strategy and focus on new products like Natura could make a line like Aura less important to the company over time. But Aura fills an important niche that still aligns with the Benjamin Moore brand identity and approach.
Issues With Raw Materials
Problems sourcing certain raw materials needed to make Aura could make continued production difficult or impossible. Shortages or environmental factors impacting key ingredients could force Benjamin Moore’s hand. But there are currently no signs this is an issue.
Unless sales drop off dramatically or production costs skyrocket, Benjamin Moore doesn’t seem to have a strong business case to discontinue Aura. It fills an important role in their product portfolio that keeps loyal customers coming back.
How Would I Know if Aura Is Discontinued?
If Benjamin Moore does decide to discontinue Aura paint in the future, there would be some clear signs alerting consumers:
- An official announcement from Benjamin Moore through press releases and its website.
- Retailers would no longer be able to order new stock of Aura paint from distribution centers.
- Remaining Aura paint stock would be put on clearance sale at stores.
- The Benjamin Moore website would no longer showcase Aura paint.
- Aura would be removed from the brand’s annual fan decks and paint brochures.
Benjamin Moore would almost certainly give retailers and consumers advance notice if Aura is being discontinued. They wouldn’t just pull it off shelves overnight without warning. So pay attention to any official communications for painting contractors, retailers, and do-it-yourselfers announcing plans to cease production of Aura.
What Paint Would Replace Aura?
If Aura is discontinued, Benjamin Moore has two newer premium paint lines that seem poised to fill the void:
Ben
Ben interior paint was launched in 2020 as the new flagship Benjamin Moore line. It is marketed as providing the highest durability and lasting beauty of any of their paints. Ben aims to offer professional-quality results from the start and ultimate long-term protection. It hasn’t fully caught on yet with contractors who still use Aura. But with Benjamin Moore’s marketing push, it could potentially replace Aura if discontinued.
Natura
Natura is Benjamin Moore’s most recent foray into premium sustainable paints. Launched in 2019, Natura is designed to be zero VOC, low odor, and made from renewable and recycled ingredients. It is already growing in popularity for eco-conscious consumers wanting a green paint option. Losing Aura could accelerate Natura’s growth and make it the new Benjamin Moore paint of choice.
Between Ben and Natura offering enhanced benefits over Aura, the brand seems prepared if Aura ever goes away. Contractors and consumers would have new options that arguably improve upon Aura’s performance and sustainability credentials. However, Aura still occupies an important spot in the Benjamin Moore paint portfolio right now.
What Paints Compare to Benjamin Moore Aura?
| Paint Brand | Paint Line | Key Features |
|---|---|---|
| Behr | Behr Marquee | One-coat coverage, stain repellency, durability, fast dry time, Zero VOC |
| Sherwin-Williams | Cashmere | Durability, smooth application, hide, low VOC, washability |
| PPG | Diamond | Hidable, burnish resistant, stain repellent, durable |
| Valspar | Reserve | One-coat coverage, zero VOC, fade and stain resistant |
Most major paint brands offer a premium interior paint line to compete with Aura’s performance and quality. Behr Marquee and Sherwin-Williams Cashmere are top choices that excel in hide, durability, application, and washability. PPG Diamond and Valspar Reserve are also frequent Aura alternatives promising professional-grade results.
Behr Marquee
Marquee from Behr is marketed as a one-coat wonder paint designed to get the job done quickly with superior durability. It goes on smooth and hides flaws in a single coat. The stain repellency keeps it looking freshly painted for years.VOC-free Marquee provides a rich finish similar to Aura at a more budget-friendly price point for many.
Sherwin-Williams Cashmere
Cashmere interior paint from Sherwin-Williams is known for beautifully uniform coverage and longevity. The durable acrylic-urethane formula stands up to wear and tear while resisting stains and scuffs. With great touch-up properties and a wide color selection, Cashmere provides an comparable premium paint experience to Aura.
PPG Diamond
PPG Diamond paint combines hide, durability, and burnish resistance. The proprietary stain repellent formula protects against common stains like coffee, crayon, and more. Low VOCs and non-yellowing properties make Diamond a long-lasting alternative for a rich, flawless finish throughout homes.
Valspar Reserve
Reserve from Valspar delivers stunning one-coat coverage like Aura. Its Zero VOC formula resists fading, stains, and yellowing for long-lasting beauty. Great flow and leveling provides a smooth, consistent finish. Reserve provides pro-level premium performance with the famous Valspar warranty to match.
While no paint is exactly the same as Aura, these leading premium brands offer the most comparable quality, durability, application and coverage. Before giving up on Aura due to discontinuation rumors, give them a try first.
Can I Still Buy Benjamin Moore Aura Paint?
Despite rumors circulating for years that Aura is being discontinued, it remains readily available as of today. Here’s how you can still purchase Aura paint:
- Visit your local Benjamin Moore retailer – most independent paint stores carry the full Aura line. Use the store locator on the Benjamin Moore website to find a retailer near you.
- Order on the Benjamin Moore website – Aura paint gallons or quarts can be delivered directly to your home in 3-7 business days.
- Buy on Amazon – popular colors like White Dove are available for 2-day Prime shipping.
- Find at major home improvement stores – Limited colors but often lower prices compared to paint retailers. Check stock at Lowe’s and Home Depot.
- Shop at specialty e-commerce paint sites like PaintZen, Primers.com, PaintPerks, and more.
While Benjamin Moore doesn’t sell direct online, Aura is readily available through so many retailers online and in-store. Take advantage while you still can in case rumors one day become reality.
Conclusion
Despite rampant speculation among DIYers that Aura is being discontinued, Benjamin Moore has given no official indication they are axing this popular premium paint line. Sales remain strong and Aura continues to be a top performer driving brand loyalty and contractor recommendations.
The introductions of new paint lines like Natura and Ben have fueled rumors of Aura’s demise. But they are meant to complement Aura, not replace it. Unless expressly announced by Benjamin Moore through proper channels, consumers can expect Aura to remain on store shelves for the foreseeable future.
With its proprietary Color Lock technology, one-coat coverage, and smooth, durable finish, Aura still delivers a stellar premium paint experience. DIYers and professional painters alike can continue enjoying Benjamin Moore’s beloved Aura line barring any official word from the manufacturer. But other leading paint brands offer comparable alternatives should Aura ever be discontinued.