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 paints

Pure & Original Paints is an independent brand and 

is produced in a renowned and family owned factory, proudly producing paints to the highest, professional and environmentally friendly standard for more than 50 years. Products are developed with experience and care, followed by thorough testing before being offered to the customer.

Bespoke service:
The Pure & Original paints are tinted and mixed to colour in North America using 100% Pure & Original natural pigments. Paint can also be tinted to RAL colours and others!


USA online store:


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


For information about  our Qualified Painters Program, please contact:

If you are seeking an installer to apply your P&O paint, please visit this link: Qualified P&O Painters.

Pure & Original Canada Dealers/Installers

To find a local dealer or installer please contact us

or go to the dealer's page.




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For questions about your order or information about Pure & Original paint in Canada, please email us at

Phone: 1888 292 1396

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


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Dealers program

If you are interested in our dealers program,

please contact: