Sherwin-Williams vs Benjamin Moore vs C2 Paint: Brands, Tiers & Color Compared

If you're researching Sherwin-Williams(SW) vs Benjamin Moore(BM), you're not alone. They're two of the best quality paint brands in North America, with deep color libraries, multiple price tiers, and strong reputations with pros and designers. We're also going to throw in a third option: C2 Paint, a small, independently owned brand focused on artisan color and premium formulas.

This guide will walk through how Sherwin-Williams, Benjamin Moore, and C2 compare on brand philosophy, distribution, color systems, paint tiers, and real-world use cases so you can choose the brand that actually fits your project.

Comparison Matrix: Sherwin-Williams vs Benjamin Moore vs C2

Brand	Ownership / Type	Where You Buy It	Color System	Main Interior Tiers (Budget → Ultra)	Typical Customer Fit
Sherwin-Williams	Public company	Primarily Sherwin-Williams company stores; some independent channels	1,700+ colors - Standard System	Budget, Value, Premium, Ultra-Premium (e.g., ProMar → Captivate → SuperPaint/Duration → Emerald)	Contractors and homeowners who want a big brand with dense store coverage
Benjamin Moore	Subsidiary of Berkshire Hathaway	Independent paint and hardware retailers	3,500+ colors - Gennex System	Budget, Value, Premium, Ultra-Premium (e.g., Ultra Spec → ben → Regal Select → Aura)	Designers and homeowners who value color choice, independent dealers
C2 Paint	Independent, dealer-owned partnership	Independent C2 dealers or online	496 colors; full-spectrum(no black), complex	Value, Premium, Ultra-Premium (Loft → Studio → LUXE)	Homeowners, designers, and pros who care most about refined colors and supporting independent dealers

Key Takeaways at a Glance

• All three can deliver excellent results. You can get durable, beautiful walls from Sherwin-Williams, Benjamin Moore, or C2. The differences are more about how they get there—brand structure, color systems, and the buying experience.
• Sherwin-Williams is the most ubiquitous, with thousands of company-owned stores and a full ladder from contractor-grade to ultra-premium. It's built for scale, logistics, and pro support.
• Benjamin Moore leans on a giant color library and an independent-dealer model. It's widely used by designers and pros who like the combination of flagship products (Regal, Aura) and local store relationships.
• C2 Paint is much smaller and dealer-owned. Its focus is a curated 496-color, full-spectrum palette built from more pigments (and no black in those colors), small-batch production, and high-end, low-VOC formulas.
• If you're already comparing Sherwin-Williams vs Benjamin Moore, C2 competes in any of the Value / Premium / Ultra-Premium tiers.

Brand Overviews

Sherwin-Williams: Big Network, Broad Ladder

Sherwin-Williams is one of the largest paint companies in the world, with thousands of company-owned stores and operations across more than 120 countries. It's a vertically integrated, public company that manufactures, distributes, and sells its own paints and coatings.

• How it sells: Primarily through Sherwin-Williams branded stores, with additional channels for industrial and OEM customers.
• Range: Everything from "budget" tier lines up to ultra-premium designer paints.
• Interior ladder (simplified): ProMar & other contractor lines (Budget), Captivate (Value), SuperPaint / Duration / Cashmere (Premium), Emerald (Ultra-Premium).
• Who it suits: Contractors and homeowners who want predictable access, volume pricing, and a familiar national brand.

Benjamin Moore: Independent Dealers & Deep Color Library

Benjamin Moore is a long-standing architectural coatings brand founded in 1883 and now owned by Berkshire Hathaway. It positions itself as a premium manufacturer with a strong emphasis on color, innovation, and sustainable manufacturing.

• How it sells: Through a large network of independent paint and hardware retailers, including many locally owned paint stores and some hardware stores.
• Color system: A very broad palette of 3,500+ colors.
• Interior ladder (simplified): Ultra Spec 500 and similar lines (Budget), ben (Value), Regal Select (Premium), Aura (Ultra-Premium).
• Who it suits: Homeowners and pros who like working with independent dealers, want lots of color options, and prefer a more "local shop" buying experience.

C2 Paint: Dealer-Owned, Full-Spectrum, and Curated

C2 Paint was created in the late 1990s by a paint chemist and a collective of independent dealers who wanted a higher-end system they could own and control. Instead of chasing massive volume, C2 focuses on small-batch manufacturing, artisan-grade pigments, and an intentionally curated color system.

• Ownership: Dealer-owned cooperative—independent paint store owners collectively steer the brand, rather than a large public company.
• Color system: 496 handcrafted colors built on a 16-colorant tint system, often using 5–8 pigments per color, with no black colorant in its full-spectrum colors.
• Interior ladder: Loft (Value), Studio (Premium), and LUXE (Ultra-Premium).
• Where you buy it: A smaller network of independent C2 dealers and online through US Paint Supply or directly from C2.
• Who it suits: Homeowners, designers, and pros who care about supporting independent retailers, nuanced color, and low-VOC chemistry.

Distribution & Buying Experience

How and where you buy paint matters more than it seems—especially for timing, support, and touch-up consistency.

Sherwin-Williams: Company Stores Everywhere

• Coverage: Thousands of branded stores across North America make Sherwin-Williams easy to find in most markets.
• Pros: Reliable stock, uniform pricing structure, and strong contractor programs. If you're repainting rentals or running a crew, it's easy to standardize on a few SW lines.
• Trade-offs: You're largely working within one company's ecosystem and store hours. Independent advice may vary based on how busy the store is and who's behind the counter that day.

Benjamin Moore: Local Shops & Hardware Stores

• Coverage: Sold through independent paint and hardware stores. In many areas, you'll have at least one BM dealer; in rural regions, access may be spotty.
• Pros: A local-dealer model often means more time for project-specific advice, plus the ability to build a long-term relationship with a single shop.
• Trade-offs: Hours, inventory, and services vary by dealer. You're relying on that retailer's business decisions, not a uniform corporate chain.

C2 Paint: Independent Dealers + Online

• Coverage: A smaller footprint than Sherwin-Williams or Benjamin Moore; you'll typically find C2 through select independent dealers or online.
• Pros: More boutique experience, often with staff who are deeply invested in color and materials. Online partners like USPaintSupply.com make it easy to access C2 even if you don't have a local dealer.
• Trade-offs: If you need "grab it this afternoon" convenience in every town, C2 may not always be the quickest option.

Paint Tiers: Budget, Value, Premium, Ultra-Premium

Instead of asking, "Is Sherwin-Williams or Benjamin Moore better?", it's more useful to ask, "Which tier of each brand am I comparing?" All three brands span multiple tiers:

• Budget / Contractor / Builder: Production work and aggressive price points (e.g., Sherwin ProMar, Benjamin Moore Ultra Spec). Sherwin-Williams and Benjamin Moore both play here; C2 does not.
• Value: Repaints where cost still matters but you want decent washability (e.g., Sherwin Captivate, Benjamin Moore ben, C2 Loft).
• Premium: Everyday "sweet spot" for many households (e.g., Sherwin SuperPaint/Duration, Benjamin Moore Regal Select, C2 Studio).
• Ultra-Premium: Top-tier products focused on maximum performance, color richness, and/or brand story (e.g., Sherwin Emerald, Benjamin Moore Aura, C2 LUXE).

If you're comparing Sherwin-Williams vs Benjamin Moore at the premium or ultra-premium level, C2 naturally belongs in that same conversation, especially with Studio and LUXE.

Color Systems & Palettes

Sherwin-Williams & Benjamin Moore: Big Libraries

• Sherwin-Williams: Roughly 1,700+ colors across its main architectural palette. Strong support tools, fan decks, and lots of spec history.
• Benjamin Moore: 3,500+ colors, including many designer "favorites" that show up repeatedly in magazines, blogs, and spec books.

Both brands are built to cover everything from traditional neutrals to saturated accent colors, with multiple whites, off-whites, and deep tones. From a purely numerical standpoint, Benjamin Moore offers the largest palette; Sherwin-Williams is not far behind.

C2 Paint: Curated Full-Spectrum Color

C2 takes a different approach. Instead of thousands of colors, it built a 496-color deck, using a 16-colorant tint system and complex, multi-pigment formulas. Many C2 colors use 5–8 pigments with no black, which is why the brand leans heavily into language about "depth," "nuance," and colors that feel more alive in changing light.

• Why that matters: Multi-pigment, no-black formulas will shift in the same way nature does as light changes, rather than going dull or gray as quickly when you deepen a color simply by adding black.
• Tools: C2 uses real paint on color samples, fan decks, and oversized "Ultimate Paint Chips" (poster-sized samples) so you're seeing true paint, not ink approximations.

If you're primarily comparing Sherwin-Williams vs Benjamin Moore on color choice, think of C2 as the "curated, full-spectrum" alternative: fewer total colors, but every one is designed with that complex, artisan approach.

VOCs, Odor & Indoor Air

All three brands offer low-VOC, low-odor options, especially in their mid-to-upper tiers.

• Sherwin-Williams & Benjamin Moore: Both have low-VOC products across their premium and ultra-premium lines and emphasize compliance with modern regulations and green building standards.
• C2 Paint: Positions its interior lines as low-VOC and low-odor. The brand also calls out eco-focused technologies such as PolyWhey® resin in its Cabinet & Trim enamel and non-toxic penetrating systems in C2 Guard.

In practice, if you're using premium to high-tier products from any of these brands and following the manufacturer's instructions, you'll be in the "modern, low-VOC interior paint" category. For sensitive environments (nurseries, clinics, etc.), check the specific product data sheets and local regulations rather than relying on brand-level assumptions.

Real-World Scenarios: When to Choose Each Brand

"I just want a good, reliable paint brand I can buy locally."

• Leaning Sherwin-Williams: If you have a Sherwin store close by (and most people do), it's hard to beat the convenience and product ladder—from ProMar for basic work up through Emerald for high-end spaces.
• Leaning Benjamin Moore: If your town has a strong Benjamin Moore dealer and you like that local-shop experience, Regal and Aura make an excellent everyday and flagship combo.
• C2's role: If you have a local C2 dealer, or you shop online, any of the C2 lines stand shoulder-to-shoulder(or even outperform) their competitors.

"Color is the main thing I care about."

• C2: The compelling option if you prefer more curated colors that were designed from the ground up with multi-pigment, no-black formulas and real-paint sampling tools.
• Benjamin Moore: A safe bet if you want a huge library, lots of online inspiration, and designer-established colors. In our experience the number of choices is overwhelming and only about 20% of their colors are actually used regularly.
• Sherwin-Williams: Offers plenty of great colors, and tools like ColorSnap are helpful—but the story is more about breadth and availability than "full-spectrum" color behavior.

"I'm repainting rentals or doing price-sensitive work."

• Sherwin-Williams: ProMar and related contractor lines are designed for this space, with volume programs and contractor pricing.
• Benjamin Moore: Ultra Spec and other commercial lines fill a similar role for BM-focused contractors.
• C2: Not really aimed at the lowest-cost production work; its ladder effectively starts at the Value(~$40-50/gallon) tier.

"I want ultra-premium performance and finish."

• At this level, the choice is often about feel (how it rolls, how it levels) and color behavior more than raw technical specs.
• C2 LUXE matches or outperforms both SW and BM with a particular emphasis on color richness, hide, and an extremely refined finish.
• Benjamin Moore Aura is in the same category as Emerald and LUXE, generally loved by pros and designers.
• Sherwin-Williams Emerald lives in the ultra-premium bucket and is widely respected among pros.

Pros & Cons Summary

Sherwin-Williams

Where it shines

• Dense store network and strong contractor support.
• Clear ladder from contractor to ultra-premium lines.
• Easy to standardize products across jobs and crews.

Where it struggles (relatively)

• Store-centric distribution is less "local" than an independent dealer.
• Quality varies significantly between budget and flagship lines; not all Sherwin paints feel the same.

Benjamin Moore

Where it shines

• Huge color library with strong designer following.
• Independent dealer model typically means better project-specific advice than SW.
• Regal and Aura are proven workhorses in the premium and ultra-premium tiers.

Where it struggles (relatively)

• Availability can be uneven in rural areas or regions without strong independent dealer networks.
• Like Sherwin, there's a big performance gap between contractor-grade and flagship lines.

C2 Paint

Where it shines

• Dealer-owned structure means the people you talk with in the store or online are responsible for the C2 brand itself.
• Curated, full-spectrum color system with multi-pigment, no-black formulas.
• Strong focus on low-VOC chemistry and specialty products like C2 Guard and Cabinet & Trim.
• Real-paint fan decks and oversized chips make color decisions easier in real light.

Where it struggles (relatively)

• Smaller distribution footprint—may require online ordering or a bit more planning.
• No true "bottom rung" contractor paint for ultra-price-sensitive projects.

FAQ: Sherwin-Williams vs Benjamin Moore vs C2

Is Sherwin-Williams or Benjamin Moore better quality?

At equivalent tiers (for example, Sherwin-Williams Emerald vs Benjamin Moore Aura or SuperPaint/Duration vs Regal Select), both brands offer excellent quality. The bigger differences are in feel, color options, and availability. The key is to compare similar tiers—not a contractor line from one brand against a flagship line from the other.

Where does C2 Paint fit in compared to Sherwin-Williams and Benjamin Moore?

C2 lives mostly in the Value, Premium, and Ultra-Premium tiers, similar to Benjamin Moore's ben/Regal/Aura and Sherwin's Captivate/SuperPaint/Emerald. It's a smaller, dealer-owned brand that leans heavily into full-spectrum color and curated palettes rather than mass-market volume.

Is C2 more expensive than Sherwin-Williams or Benjamin Moore?

C2's LUXE, Studio, and Loft lines are priced in the same general neighborhood as their competitors. Always compare by tier.

Which brand has the best color selection: Sherwin-Williams, Benjamin Moore, or C2?

By sheer numbers, Benjamin Moore offers the largest palette (3,500+ colors), followed by Sherwin-Williams with roughly 1,700, followed by C2 with 496 colors. Measuring by color quality, the results shift. In our experience intentionally limiting the palette and using multi-pigment, no-black formulas with real-paint sampling means C2 has the strong lead, followed by BM, and finally SW. "Best" ultimately comes down to whether you prefer maximum choice or a tightly edited, artisan palette.

Can C2 match Sherwin-Williams or Benjamin Moore colors?

Scientifically, matches are impossible unless the competitor uses the exact same colorant system. Many independent dealers can approximate or custom-match popular colors across brands, but an exact match isn't guaranteed. This is especially true with examples like C2's full-spectrum, multi-pigment formulas which behave differently in real light. If you're thinking of matching in a different system, we would generally recommend you just buy the color in the original brand.

Which brand is safest for nurseries or sensitive spaces?

All three brands offer low-VOC, low-odor products in their mid and upper tiers. For nurseries or clinics, focus less on the logo and more on the specific product's VOC rating, cure time, and manufacturer guidance. When in doubt, ask your dealer for a low-VOC or zero-VOC interior line and allow extra ventilation and cure time before heavy use.

Is C2 really that different from Sherwin-Williams and Benjamin Moore?

At the "paint on the wall" level, all three can deliver great results. Where C2 differs most is in its dealer-owned structure, smaller curated palette, multi-pigment full-spectrum approach, and emphasis on artisan color tools. For some projects, those differences are worth seeking out; for others, the convenience of Sherwin-Williams or the massive color library of Benjamin Moore will matter more.

How We Compared These Brands

This overview is based on our personal experience, published technical data, brand histories, and our broader interior paint comparison guide, which uses a four-tier ladder (Budget → Value → Premium → Ultra-Premium) to keep things apples-to-apples across multiple brands.

Next Steps

If you're still in the "Sherwin-Williams vs Benjamin Moore" phase, think of C2 as the third option in that top 75% of the ladder—especially for design-driven spaces where color and finish really matter.

• Explore the full C2 Paint interior lineup to see where Loft, Studio, and LUXE sit in your project plan.
• Browse all 496 C2 colors and order large paint chips or samples to see them in your actual light.
• Read our broader interior paint brand comparison for a tier-by-tier look at Sherwin-Williams, Benjamin Moore, C2, and more.

And if you'd like a second opinion for your specific space, feel free to share a few details about your project (room type, traffic level, sheen preference, and any inspiration photos). We're an independent C2 dealer, but we don't mind steering you towards what is really best for your project, even if that means you don't buy from us.

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Note: Always confirm current technical data (coverage, VOC levels, and recommended uses) on the specific product data sheets from each manufacturer before finalizing specs.