“It’s the little things that go that extra step”
We catch up with Cathryn Sanders, Earthborn’s Marketing Manager, to find out why their paints not only look good but are also an environmentally-friendly option
You’re known for your ecocredentials, but how did Earthborn come about?
We were established 20 years ago by our founder John Dison. After a career as a Town Planner specialising in historic buildings, and with a background in the family business of supplying the decorating trade, John wanted to pursue his passion for design and sustainability. At the time, there was little awareness about the health dangers of conventional paints and their environmental impact, so Earthborn has always been one step ahead of the game.
And is the rest of the industry now listening?
Thankfully, yes. People in general are much more clued up, thanks in part to climate change campaigners such as David Attenborough and Greta Thunberg. In terms of the industry, things like the Volatile Organic Compounds (VOCs), which are harmful to our health and the environment, are now regulated, but there’s still plenty more that can be done.
Really? What sort of thing should we be looking out for? Well, we take great care to use eco-friendly ingredients that are free from harmful emissions, and we’re incredibly proud to have been awarded the first UK licence of the EU Ecolabel for Indoor Paints and
Varnishes. But it’s the little things that go that extra step – we’ve put a lot of thought into our packaging, too. For example, our colour cards are all painted with real paint and are made from eco-friendly materials and biodegradable glue, while our tins are made from 70% recycled materials and are 100% recyclable. Even our foam chip packaging is biodegradable and dissolves in water. Saying that, we know there’s so much more that can be done and we’re constantly looking at ways to improve our environmental practices.
Impressive! Your Claypaint really stands out, tell us more
It’s our hero product, if you like. As its name suggests, it has a high clay content, making it breathable with a unique matt finish and no smell. There’s a huge colour range, which all have a mellowness and a visual softness that work well with each other. Free from oils and acrylics, it has minimal preservatives and some have no titanium dioxide. While some colours have no added pigments, meaning they’re naturally occurring clay colours. They’re also vegan friendly, independently tested and certified as child and baby safe – so ideal for a nursery or playroom.
What else is important when choosing a paint?
One word: breathability. It’s so important for buildings to breathe, especially older ones. It’s a common mistake to use waterproof paints and materials designed to block moisture, however, these can exacerbate the problem, creating damp issues. Instead, lookout for paints with a high level of breathability. Our products allow air and water vapour to easily flow through the surface so, if coupled with breathable building materials, moisture doesn’t become trapped, which can cause the paintwork to bubble, peel and eventually blow.
And now the question that everyone wants to know… what trends do you think will be popular this year?
We think that Edwardian décor will be a strong influence in 2022, in particular mixing the old with the new. Earthborn predicts that we’ll see a rise in beautiful pastel colour schemes, specifically lilac. That’s why Lily Lily Rose is officially Earthborn’s colour of the year. It’s a subtle shade of lilac, pink and grey and was created as homage to John Singer Sargent’s famous work Carnation, Lily, Lily, Rose. A highly versatile shade with surprising depth, we’re sure that it’ll create a space that is both tranquil and on trend.