Little Greene has given its ultra-matt paint, Absolute Matt Emulsion, an impressive eco-upgrade. The result is the same familiar velvety matt finish with deep, rich colour – now combined with the smallest possible ecological footprint.
© Little Greene
With a subtle, barely perceptible sheen of just 1–2%, Absolute Matt Emulsion retains its silky-smooth, chalky, completely matt look you know and love. It effortlessly delivers deep, rich colour to walls and ceilings. The innovation lies beneath the surface: thanks to the introduction of a new, high-quality binder – the component that brings all the ingredients together – 40% of every tin now consists of fully recycled materials. This makes Little Greene's Absolute Matt Emulsion one of the most sustainable paint choices available, without any compromise on quality or appearance.
Caring for the planet
Finding innovative ways to reduce the use of new raw materials is at the heart of Little Greene's sustainability strategy.
Creative Director Ruth Mottershead explains:
'Care and dedication are deeply rooted in our company culture. At Little Greene, we continually strive to improve our products, both in performance and sustainability – to further reduce our ecological footprint. The innovative new formulation of Absolute Matt Emulsion perfectly reflects this ambition. Although this innovation comes with additional costs, we have chosen to fully absorb them so that our customers can enjoy the same price.'
'Absolute Matt Emulsion is our signature matt finish – the perfect choice for stylish, considered interiors where the interplay of light and luxurious colour depth can completely transform a space. We're delighted that this updated finish is now even better for the planet.'
Another key pillar of Little Greene's sustainability efforts is the reduction of VOC (Volatile Organic Compounds) levels in all its water-based paints. These levels are now so low that they're considered negligible. This means that all of Little Greene's water-based finishes are environmentally friendly, completely child-safe, low-odour, low-VOC, and quick-drying. The paint is therefore safe for every room – including nurseries and children's bedrooms. Cleaning tools is simple too: brushes and rollers can be rinsed clean with just water, no solvents or special cleaners required.
Available in every Little Greene colour
Absolute Matt Emulsion is available in every colour in the Little Greene collection. While it works beautifully in every shade, it is particularly rich and striking in deep colours such as Olive Colour, Livid, and Light Bronze Green. In soft, muted shades such as Masquerade, Clay, or Windmill Lane, the matt finish creates a delicate, powdery look with unrivalled depth of colour – something synthetic paints simply cannot match.
Absolute Matt Emulsion is available in 1L, 2.5L, 5L, and 10L tins, as well as 60ml sample pots, through Little Greene stockists and online at www.littlegreene.co.uk.
More information:
Little Greene
www.littlegreene.co.uk
