Benjamin Moore is arguably the most recognizable paint company in North America. A big reason for their popularity has to do with their unique way of making paint.
Benjamin Moore realized that the typical colorants their competitors use weaken paint and more difficult to apply. So Benjamin Moore worked on got rid of the chemicals in colorants that weaken paint and launched their own proprietary, zero-VOC* Gennex colorant formulas and tinting system. Now, the waterborne colorants added actually fortify their paint, so it maintains its original viscosity in all colors, delivers a more durable finish, and maintains true scrubbability.