The Heritage Story

The perfect paint for poignant moments

It was in the 1940s that people noticed that buildings decorated with Dulux before the war looked 10 times better than those painted with any other product. Dulux paint brought colour back to a dark time in history. And within four years, it became the country’s leading paint brand. Then in the 1950s, keen to put years of austerity behind them, people started doing their own decorating, and women – who’d worked in traditional male industries during the war – used their new-found skills to do the painting themselves. To meet this rise in DIY, Dulux launched its first range for consumers. Tastes in the 70s turned to tonal room schemes, with popular colours including vivid shades like Poppy, Sultan, Lime Juice and Sunshine. The 80s saw a move towards a more sophisticated palette of calming creams and whites, while the 90s brought a wave of interest in paint effects and themed rooms. Throughout it all, Dulux was here to help people express themselves through colour.