BEHR^® Research Reveals a Powerful Link Between Paint Color and Self-Confidence

SANTA ANA, Calif. , July 30, 2025 /PRNewswire/ -- Today, Behr Paint Company unveils Hidden Gem (N430-6A) as its 2026 Color of the Year—a smoky jade that uncovers exceptional beauty in every space. This dynamic blend of blue and green creates environments that feel both grounded and energizing—striking a redefined balance as a one-of-a-kind color.

"Now more than ever, there's a growing appetite for colors that challenge convention and bring an unexpected sense of wonder to everyday spaces," said Erika Woelfel, VP of Color and Creative Services at Behr Paint. "Hidden Gem captures that spirit in both name and color—its depth and refinement meets the desire for colors that are eternally stunning and stylish."

Hidden Gem reminds us that true elegance lies in subtlety and lasting appeal, encouraging a more personal connection to your home. This connection goes beyond the surface of your walls and can influence how you feel and express yourself every day. In fact, four in five (82%) Americans say the paint colors in one's home have the power to impact one's confidence¹.  

Additional new research conducted by Behr Paint shows:

• More than half of Americans agree that a room painted with Hidden Gem would be captivating (58%).
• Two in three Americans say Hidden Gem would make a space feel unique (67%), create a sense of peace in their home (66%), and stand the test of time (66%).

"Color holds the power to express who you are—it tells your story without saying a word," stated Andy Lopez, SVP, Head of Global Marketing at Behr Paint Company. "Hidden Gem empowers DIYers, designers, and paint professionals to craft spaces that are both purposeful and expressive—delivering lasting value through our high-quality products."

From full-room transformations to subtle accents, Hidden Gem adapts to your vision—adding a rich sense of self to every corner of your space. Whether it's a front door or a family room, a healthcare facility or a hospitality suite, a bedroom or a bookshelf, this versatile shade leaves a lasting impression in both residential and commercial settings.

Hidden Gem is a part of the BEHR^® 2026 Color Trends Palette—a collection of trend-forward colors that reflect a significant shift toward embracing warmth, comfort, and a hint of playfulness. The palette consists of grounding earth tones, deep jewel tones, and relaxed pastels that perfectly complement the 2026 Color of the Year. The full palette inspires reinvention with shades for every style, from casual and traditional to modern and eclectic.

It's Your Time to Shine with Hidden Gem

To celebrate the 2026 Color of the Year, Behr Paint is giving you the chance to win $50,000. From July 30, 2025 through August 13, 2025, you can enter by purchasing any BEHR^® product from The Home Depot, uploading your receipt, and following BEHR Paint on Instagram or TikTok. Visit behr.com/2026COTYSweepstakes for official rules and entry details.

BEHR^® products, including the BEHR 2026 Color of the Year, Hidden Gem, and the full BEHR^® 2026 Color Trends Palette, are available in top-rated, one-coat hide guaranteed* BEHR DYNASTY^® and BEHR MARQUEE^®, as well as BEHR ULTRA^® and BEHR PREMIUM PLUS^®, sold exclusively online and nationwide at The Home Depot. To learn more about Hidden Gem and explore the BEHR^® 2026 Color Trends Palette, visit behr.com/2026coty.

*Valid only when tinted to colors from the BEHR DYNASTY^® & BEHR MARQUEE^® Interior One-Coat Hide Color Collection.

About Behr Paint Company

Headquartered in Santa Ana, California, Behr Paint Company is one of the largest manufacturers of architectural paints and stains in the United States and Canada. The company offers a full line of products for the professional and do-it-yourself user, including BEHR^® Premium Plus^®, BEHR DYNASTY^®, BEHR MARQUEE^®, BEHR ULTRA^®, BEHR^® DeckOver^® and KILZ^® Primers. Behr Paint Company is a subsidiary of Masco Corporation (NYSE: MAS). For more information, visit behr.com. Professional contractors can learn more at behrpro.com.

Behr and the Behr logo are registered trademarks of Behr Process LLC.

CONTACT: M Booth, behrdiy@mbooth.com

¹  Behr Paint commissioned an online survey among n=1,000 general population Americans 18 years of age and older. Data is nationally representative by age, gender, race/ethnicity and region. The survey was fielded between June 13- 18, 2025. The margin of error (MOE) for the total sample is +/- 3 p.pts.

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SOURCE Behr Paint Company