Benjamin Moore Paint Costs: Why Is It So Expensive?

You might walk into a hardware store and wonder why one can of paint costs $30 while another sits near $100. Not all paint is created equal, and Benjamin Moore sits firmly at the top of the price ladder.

But is the higher price tag actually justified by performance? In this guide, we break down Benjamin Moore paint prices for 2026, analyze the cost per gallon across their product lines, and help you decide if it fits your renovation budget.

How Much is Benjamin Moore Paint?

Benjamin Moore pricing varies significantly depending on the specific product line you choose. Unlike some brands that offer just one standard option, Benjamin Moore provides a tiered system to fit different needs and budgets.

Price by Product Line

The biggest factor in cost is the “grade” of the paint. Here is a general breakdown of what you can expect to pay per gallon:

• ben Interior: This is the user-friendly entry-level line. Expect to pay between $50 and $60 per gallon.
• Regal Select: This is the brand’s most popular product, known for easy cleaning and smooth application. Prices usually land between $70 and $80 per gallon.
• Aura: This is the ultra-premium line with the best color depth and coverage. It commands the highest price, often ranging from $90 to $110 per gallon.

Price by Finish

The sheen you select also influences the final receipt. Generally, flat paints are the least expensive option. As you move up the sheen scale to eggshell, satin, and semi-gloss, the price typically increases by a few dollars per can.

Interior vs. Exterior

Exterior paint requires different chemicals to withstand UV rays, rain, and temperature fluctuations. Consequently, you will usually pay a premium for exterior lines compared to their interior counterparts. For example, a gallon of ben Interior might cost $53, while the Exterior version sits closer to $60.

Why is Benjamin Moore Paint So Expensive?

When you compare a $90 can of Aura to a $25 budget brand, the sticker shock is real. However, professional painters often swear by Benjamin Moore. Here is why the price point is higher.

Gennex Color Technology

This is the brand’s secret weapon. Most paint companies use universal colorants that require oil-based chemicals, which can weaken the paint. Benjamin Moore uses proprietary waterborne colorants (Gennex) that actually strengthen the paint. This technology ensures the color doesn’t fade over time, meaning you won’t have to repaint as often.

Volume Solids and Resins

Cheap paint is often full of solvents (liquids) that evaporate as the paint dries, leaving a thin layer of pigment behind. Benjamin Moore paints have a higher percentage of “volume solids” and high-quality resins.

When the paint dries, a thicker, more durable film remains on the wall. This provides a richer look and better protection against scuffs and scrubs.

Superior Hiding Power

Time is money. Cheaper paints often require three or four coats to hide a dark color. Because Benjamin Moore paint is denser and richer in pigment, you can often achieve full coverage in just one or two coats. You might pay more per can, but you buy fewer cans overall.

Factors Affecting Benjamin Moore Paint Cost

The final price you pay at the hardware store depends on a few specific variables regarding your project needs.

Type of Finish

The durability and shine level you choose will adjust the price slightly:

• Flat/Matte: Usually the most affordable. It soaks up light and hides drywall imperfections, making it great for low-traffic areas and ceilings.
• Eggshell: The most popular choice for living rooms. It costs slightly more than flat paint but offers a washable finish that is worth the extra few dollars.
• Satin/Pearl: A step up in durability and price. It resists moisture better, making it ideal for kitchens and bathrooms.
• Semi-Gloss: Typically the most expensive finish. It is highly durable and reflective, designed specifically for trim, doors, and cabinets.

Specialized Formulas

Benjamin Moore offers specialty paints that solve specific problems. For example, their “Eco Spec” line is a zero-VOC paint certified for low emissions, which is great for nurseries or allergy sufferers. These specialized formulas require more advanced manufacturing, which increases the retail price.

Cost of Specific Benjamin Moore Products

To help you budget, here are the estimated price points for the most common lines available in 2026. Keep in mind that prices vary by location and local dealer.

Interior Paints

• ben Interior: ~$53 per gallon. Great for DIYers and quick refreshes.
• Regal Select Interior: ~$78 per gallon. The gold standard for washability and application.
• Aura Interior: ~$99 per gallon. The highest performance with Color Lock technology.
• Advance: ~$70 per gallon. A waterborne alkyd specific for cabinets and trim.
• Muresco Ceiling Paint: ~$50 per gallon. Designed to reduce glare on ceilings.

Exterior Paints

• Element Guard: ~$70 per gallon. Good for early rain resistance.
• Regal Select Exterior: ~$80 per gallon. High build and mildew resistant.
• Aura Exterior: ~$105 per gallon. Extreme fade resistance and durability.

How Much Does It Cost to Paint a Room?

Calculating your total project cost is straightforward once you know the coverage rates.

One gallon of Benjamin Moore paint typically covers 350 to 400 square feet. An average 12×12 bedroom has roughly 384 square feet of wall space (excluding doors and windows).

• The Math: You will likely need just over one gallon for a single coat, or two gallons for two full coats.
• The Cost (Regal Select): If you use Regal Select ($78), two gallons will cost roughly $156.
• The Cost (Aura): If you upgrade to Aura ($99), the paint materials will cost roughly $198.

Don’t forget to budget for supplies like primers, rollers, and tape, which can add another $30-$50 to the project.

How to Save Money on Benjamin Moore Paint

You don’t always have to pay full sticker price. Here are a few ways to get premium paint for less.

Check for “Mistints”

Every paint store has a “mistint” or “oops” section. These are cans where the color was mixed incorrectly or the customer returned it. You can often score high-end Aura or Regal Select gallons for as little as $10 or $20. If you aren’t picky about the exact shade, this is a massive money saver.

Buy 5-Gallon Buckets

If you are painting a large area or the entire exterior of your home, buy in bulk. Purchasing a 5-gallon bucket is almost always cheaper per gallon than buying five individual cans.

Skip the Primer (Sometimes)

Many Benjamin Moore lines, specifically Regal Select and Aura, are “Paint and Primer” combinations. If you are painting over a similar color and the walls are in good condition, you can often skip the separate primer coat. This saves you the cost of a gallon of primer and the time it takes to apply it.

Benjamin Moore vs. The Competition

How does Benjamin Moore stack up against the other two giants in the industry, Sherwin-Williams and Behr?

Benjamin Moore vs. Sherwin-Williams

These are the two heavyweights favored by pros.

• Pricing: Sherwin-Williams has a higher list price (often $80-$110), but they run frequent 30% to 40% off sales. Benjamin Moore prices are lower at list value, but they rarely have sales.
• Availability: Sherwin-Williams has corporate-owned stores. Benjamin Moore is sold through independent local retailers.
• Quality: Both are excellent, but many DIYers find Benjamin Moore’s Regal Select slightly easier to apply without streak marks than comparable SW products.

Benjamin Moore vs. Behr

Behr is the primary brand sold at The Home Depot.

• Pricing: Behr is significantly cheaper, with premium gallons topping out around $50-$60.
• Performance: Behr Marquee is a good paint, but Benjamin Moore generally offers better coverage and leveling. You may see more brush marks with Behr.
• The Verdict: If budget is the only concern, go with Behr. If you want a finish that looks professionally done, spend the extra money on Benjamin Moore.

Is Benjamin Moore Paint Worth It?

After analyzing the costs and features, the verdict depends on your specific goals.

• Pros: Incredible durability means you won’t repaint for years. The colors are richer and resist fading. The paint levels out smoothly, making DIY jobs look professional.
• Cons: It is expensive upfront. You cannot buy it at big-box stores like Lowe’s or Home Depot. You generally cannot touch up old walls with a cheaper brand because the sheen won’t match.

Bottom Line: If this is your “forever home” or a high-traffic area like a kitchen, Benjamin Moore is absolutely worth the investment. If you are painting a rental property or a garage interior, a cheaper alternative will likely suffice.

FAQs

Where Can I Buy Benjamin Moore Paint?

Benjamin Moore is unique because it is not sold in big-box stores like Home Depot or Lowe’s. You can only purchase it through authorized independent retailers, local hardware stores (like Ace Hardware), and their own branded stores.

Does Benjamin Moore Paint Go On Sale?

Unlike Sherwin-Williams, which runs frequent corporate sales events, Benjamin Moore rarely offers brand-wide discounts. However, because they are sold by independent retailers, local stores may offer their own specific promotions or contractor discounts.

How Much Does a Sample Cost?

Benjamin Moore sells small 8-ounce color samples (half-pint) so you can test the color on your wall before committing. These samples typically cost between $5 and $10, depending on your local retailer.

What is the Difference Between “Ben” and “Regal Select”?

“Ben” is the entry-level line designed for easy application and value, costing around $55. “Regal Select” is the mid-tier line costing around $78; it offers better washability, mildew resistance, and higher volume solids for better coverage.

Do I Need Primer With Benjamin Moore Aura?

In most cases, no. Aura is a self-priming paint designed to adhere to most surfaces without a separate primer. However, if you are painting over a glossy surface, raw wood, or drastic color changes, a dedicated primer is still recommended for the best results.