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New startup Clare wants to make buying paint a breeze

Paint goes direct to consumer

Yellow box with paint supplies Clare

Painting is a hassle. Yes, the act of it is messy and time consuming. But worse than all that is choosing the color to begin with.

While brands like Benjamin Moore and Sherwin Williams count their endless selection of color swatches as a good thing, a new paint company called Clare is taking the opposite approach with a tightly curated color palette that makes the selection process way easier to handle.

“Avocado Toast” wall paint.
“Rosé Season” wall paint.

Started by interior designer and Curbed podcast guest Nicole Gibbons, Clare is a millennial-friendly one-stop-shop for all things paint. The Clare Color Genius, a digital color consultation quiz of sorts, uses a proprietary algorithm to give you personalized paint color recommendations based on your current furniture, lighting conditions, and more. The line offers 55 pigments, with each gallon of wall paint or trim paint costing $49.

Pastel paint swatches Clare

Instead of paint chips, Clare sends samples as adhesive squares that stick to the wall, which makes it easier to see if the color is a fit. In addition to cans of paint, the company also offers supplies including trays, roller frames, and multi-piece paint kits.

Everything, of course, is delivered to your door.