Forgotten Colors: The Historic Paint Brands That Once Colored Homes Around The World
Photo by Alina Autumn
Today, when homeowners think of paint, a few iconic names come to mind: Sherwin-Williams, Benjamin Moore, Farrow & Ball, Fine Paints of Europe. But tucked away in history are the stories of other paint companies — brands that once brushed color onto the walls of homes, civic buildings, and storefronts, only to fade into obscurity. Some were crushed by economic forces like the Great Depression; others were quietly absorbed into the portfolios of bigger players as the industry consolidated.
Their names may have been forgotten, but their influence remains, quietly echoing through the colors and craftsmanship we still admire today.
Welcome to Forgotten Colors, Part I: a journey through a few of the historic paint brands that shaped our world.
When Paint Was Local — and Personal
In the 19th and early 20th centuries, paint production was often regional. Small companies crafted paints tailored to the climates, architecture, and tastes of their surrounding communities. Paint wasn’t just a product; it was part of local identity. Each company developed its own secret formulas for durability, richness of color, and sheen — recipes that often died when the companies themselves disappeared.
The world of paint was a colorful, competitive landscape — until economic upheaval and industrial consolidation began to redraw it.
Mini-Profiles: Lost Legends of Paint
Devoe Paints (1754 – acquired)
Before Sherwin-Williams and Benjamin Moore became household names, there was Devoe Paints. Founded in 1754 by William Post in New York City, Devoe & Co. became one of America's earliest and most respected producers of paints, varnishes, and coatings. They pioneered many early commercial finishes for both homes and naval ships.
Devoe weathered centuries of change, but the rapid mergers of the late 20th century finally caught up with them. Eventually acquired by the growing conglomerate of Sherwin-Williams in the early 2000s, Devoe’s once-proud name disappeared from most shelves. Its legacy lives on, quietly woven into the broader history of American paint craftsmanship.
Acme Quality Paints (early 1900s – merged)
Acme Quality Paints was once a powerhouse in the Midwest and southern United States, famous for producing durable, affordable paints for homes, barns, and industrial buildings. Their advertisements promised "Acme Quality" as a gold standard, and many rural homes bore proud signage boasting Acme-coated exteriors.
The Great Depression dealt a heavy blow to Acme, and like many companies struggling to survive, it was eventually absorbed by larger players. Though its name faded, Acme's emphasis on resilience and hardworking formulas helped shape the performance standards of modern exterior paints.
Ripolin (France, 1890s – niche survival)
In Europe, one of the most revolutionary names was Ripolin, founded in France in the 1890s. Ripolin created one of the first commercially successful "ready-mixed" enamel paints — a major innovation at a time when most paints had to be mixed by hand.
Artists were among Ripolin's most famous fans. Pablo Picasso, for instance, frequently used Ripolin enamels in his paintings, preferring their gloss and durability to traditional oils. While Ripolin still exists today in limited industrial use, its former prestige in both fine art and home decor has largely been forgotten by the general public.
Reckitt’s Blue (UK, early-mid 1800s)
Before modern paints dominated the market, "bluing" was a common household practice to maintain the brightness of whitewashed surfaces. Reckitt & Sons, founded in England, became the premier supplier of "Reckitt's Blue," a powdered pigment that was vital for everything from laundry to wall treatments.
Reckitt’s Blue was essential in early whitewashing practices, providing a subtle tint that brightened dingy plaster and created a crisp, clean appearance. Though Reckitt & Sons grew into a global company (now known as Reckitt Benckiser), their humble blue powder — once a staple of home maintenance — has largely faded from memory.
Martin-Senour Paints (USA, 1878 – subdued under Sherwin-Williams)
Founded in Chicago in 1878, Martin-Senour Paints built a reputation for providing high-quality paints for homes, automobiles, and industrial uses. Their distinctive green and gold branding once signaled premium craftsmanship.
In the 20th century, Martin-Senour became known for collaborations with retailers like Sears, providing private-label paints that introduced their formulas to millions of homes. Eventually, Martin-Senour was absorbed under Sherwin-Williams’ corporate umbrella, and today survives largely as a contractor-specific brand.
Echoes of the Past
Though the names Devoe, Acme, Ripolin, and Reckitt may not dominate store shelves anymore, their fingerprints are still visible. From the way paints are formulated to the enduring obsession with rich pigments and lasting finishes, these brands set standards that today's companies — including high-end names like Farrow & Ball and Fine Paints of Europe — continue to honor.
At Stanwich Painting, we appreciate the lineage of craftsmanship that shaped today's best products. A beautiful finish isn't just about color; it's about the legacy of care, quality, and innovation that began centuries ago.
Coming Soon: Forgotten Colors, Part II
In our next installment, we'll explore even more historic brands — from companies that supplied early American mansions to European innovators who changed the chemistry of color itself. Stay tuned as we continue this colorful journey through time.
Stanwich Painting proudly serves Greenwich, Stamford, New Canaan, Riverside, Wilton, Darien, Westport and Fairfield County homeowners who appreciate artistry, history, and craftsmanship. Call us for a free consultation today.
References and CitationsDevoe Paints:“Devoe Paints: America's Oldest Paint Brand,” Sherwin-Williams Company History Archive, 2001.National Park Service, Historic Preservation Briefs, mention of early paint companies.
Acme Quality Paints:“The Acme White Lead and Color Works: A History,” Cleveland Historical Society, 1932.U.S. Department of Commerce, Trade Reports on Paints and Varnishes, early 20th century editions.
Ripolin:McCully, Marilyn. Picasso and the Paints of Ripolin, Tate Modern Research Publication, 2006.“Ripolin Enamel Paints: Art and Industry,” French Industrial Innovation Journals, 1920s archives.
Reckitt’s Blue:“The History of Reckitt’s Blue,” Reckitt Benckiser Group Historical Archives, UK, 2018.Blue and Whitewashing Traditions in Europe, Journal of Historic Household Practices, 2010.
Martin-Senour Paints:“Martin-Senour Paints: Innovation and Expansion,” Sherwin-Williams Corporate Records, 1990s.Sears Archives, “Private Label Paints: A Retail History,” Sears Roebuck and Company Historical Archives.