Flower Power is an innovative wall paint that is 99% fossil-free. It was developed by Koninklijke Van Wijhe Verf, which focuses on sustainability and environmental friendliness. This paint is part of the Concept Paints line and is designed to significantly reduce environmental impact. It has a carbon footprint of only 24 Kg CO2Eq per 100 Kg of product, which is significantly lower than that of traditional paints.

One of the most notable features of Flower Power is that it is completely free of titanium dioxide, a pigment often used to make paint whiter, but which has a very negative impact on the carbon footprint. Titanium dioxide is usually imported from China and undergoes a polluting production process. By eliminating this pigment, the wall paint has a much lower environmental impact. It also contains no primary microplastics. The paint is biodegradable, which means it will not produce secondary microplastics when, for example, sanded or peeled. This is an important step towards clean and sustainable paints.

Flower Power is also biobased, which means that the raw materials come from renewable sources that can grow back within the product’s lifespan. The total biobased content of Flower Power is 61%, measured according to the NEN 16640 standard. This is significantly higher than current existing wall paints. To colour the product, natural pigments developed in collaboration with suppliers are used. These pigments have been tested for coverage, gloss, colour fastness, and scrub resistance, and the results are positive.

The paint is designed to be applied with a brush, roller, or spray. When applied, the paint has a transparent character, but it dries opaque. This requires the painting industry and consumers to look at paint differently.

Summarized specs:

• 99% fossil-free
• 94% biobased according to ASTM 6866 and 61% biobased according to NEN 16640
• Carbon footprint: 24 kg CO2 Eq / 100 kg product
• Natural dyes
• Titanium dioxide free