James Hardie Launches “The Home of Resilient Beauty™,” Uniting Its Portfolio of Brands to Advance the Future of Resilient Building Products

James Hardie (JHX) launched “The Home of Resilient Beauty,” a masterbrand platform bringing its exterior and outdoor living brands together.

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New Masterbrand Platform Debuted at New York and Los Angeles Events Featuring a Documentary Created with Habitat for Humanity

CHICAGO--(BUSINESS WIRE)-- James Hardie Building Products Inc., (“James Hardie” or the “Company”), a leading provider of exterior home and outdoor living solutions, today announced the launch of “The Home of Resilient Beauty™,” a new masterbrand platform that brings the Company’s portfolio of high-performance, low-maintenance exterior and outdoor living brands – including Hardie®, TimberTech®, AZEK® and StruXure® - together around a shared commitment for the future of homebuilding and remodeling.

Jennifer Levene Bruno, Asher Intebi, Charlita Stephens-Walker, Sam Toole and Michael Diaz-Griffith pose for a photo at the James Hardie event launching “The Home of Resilient Beauty” on Tuesday, October 13 2026, in New York. To mark the launch, James Hardie hosted events in New York and Los Angeles, bringing together leaders in home, design, building and media. The event debuted a new documentary created in partnership with Habitat for Humanity, alongside a broader panel discussion focused on resilience, recovery, innovation and the future of housing. (Photo by Diane Bondareff)

To mark the launch, James Hardie hosted events in New York and Los Angeles, bringing together leaders in home, design, building and media to discuss the evolving needs of homeowners and communities amid increasingly frequent and severe climate events. Each gathering debuted a new documentary created in partnership with Habitat for Humanity, alongside a broader panel discussion focused on resilience, recovery, innovation and the future of housing.

“The Home of Resilient Beauty™ represents a new chapter for James Hardie,” said Samara (Sam) Toole, Chief Marketing Officer, James Hardie. “We have an opportunity to bring together a portfolio of exceptional brands and solutions while championing a bigger idea, that homes should not require a choice between beauty and performance. Resilience is becoming an essential part of how we think about the home, and we want to help lead that conversation by showing what is possible when thoughtful design, high-performance materials and community come together.”

The Home of Resilient Beauty™ provides a unifying platform for James Hardie’s portfolio of fire resistant and durable products including Hardie® siding, TimberTech® decking, railing and aluminum framing, AZEK® trim and mouldings, StruXure® pergolas and cabanas and other complementary exterior and outdoor living solutions. The platform reflects the Company’s belief that resilient homes can also be beautiful, durable and designed for the way people want to live.

Helping to mark the significance of this launch is a new documentary produced by James Hardie in collaboration with Habitat for Humanity, featuring stories from communities including Altadena, California and Lahaina, Hawaii as they rebuild after natural disasters. Narrated by Jonathan Scott, designer, television personality and Habitat Humanitarian, the film explores the human side of resilience and the role that community, innovation and resilient building can play in creating a stronger future.

Through its longstanding relationship with Habitat for Humanity, James Hardie has supported efforts to expand access to safe, affordable and climate-resilient housing. In 2026, the Company expanded its commitment to support the rebuilding of the first 25 households impacted by the Eaton fire in Altadena, providing Hardie® fiber cement siding, TimberTech® decking and AZEK® trim and fascia products.

“Home is more than four walls — it’s where people create memories, find security and build their futures,” said Jonathan Scott. “When communities face devastating events, rebuilding is about giving people the opportunity to feel at home again. Resilient Beauty™ brings together two things that should never be separated: creating spaces people are proud to call home and making sure those spaces are prepared for what comes next.”

The launch also highlights the role of high-performance exterior materials in resilient home design. Across the James Hardie family of brands, a variety of exterior and outdoor living products offer high performance against the elements including weather, moisture and fire. These solutions include products that are noncombustible, ignition-resistant, Class A flame spread rated, and/or WUI compliant. Together, they enable a more comprehensive approach to resilient, fire-conscious exterior design by providing options for homeowners and professionals building in wildfire-prone areas.

The Home of Resilient Beauty™ will serve as an ongoing platform for James Hardie’s work across product innovation, design, community engagement and thought leadership, with additional initiatives planned in the months ahead.

To view the documentary, visit jameshardie.com/habitat.

About James Hardie Building Products, Inc.

James Hardie Building Products, Inc. is part of the James Hardie group of companies that offer premium exterior and outdoor living solutions through industry-leading brands, including Hardie® siding and trim, TimberTech® decking and railing, AZEK® trim and moulding, and StruXure® pergolas. Together, these brands represent The Home of Resilient Beauty™, helping homeowners and building professionals create beautiful, resilient, low-maintenance home exteriors and outdoor living spaces. James Hardie Building Products, Inc. is a wholly owned subsidiary of James Hardie Industries PLC (NYSE / ASX: JHX).

View source version on businesswire.com: https://www.businesswire.com/news/home/20261021730234/en/

Media Contact: jameshardiepr@katiebrockmanco.com

Source: James Hardie Building Products Inc.

Key Terms

class a flame spread rated technical

A Class A flame spread rating is a standardized fire-performance label for building materials that indicates very low surface flame spread when exposed to fire. It is assigned after laboratory tunnel tests (commonly ASTM E84 or UL 723) that measure how quickly flames travel across a material’s surface and how much smoke it produces; materials with a flame spread index between 0 and 25 are typically classified as Class A. The rating describes only surface flame propagation and smoke characteristics under the test conditions and does not measure structural fire resistance, flame penetration through assemblies, or behavior in real-world fires governed by different conditions or codes.

fiber cement technical

A composite building material made by combining cement (usually Portland cement), mineral fillers and reinforcing fibers (historically cellulose fibers, now often cellulose or synthetic fibers) that is formed into boards, panels or roofing products. Fiber cement is used for exterior siding, trim, and roofing because it resists rot and insect damage, is non-combustible, and holds paint well; it is manufactured by molding or extruding the mix and curing it to a hard, durable sheet. It is a construction material category (not a brand) with performance characteristics determined by its specific formulation and manufacturing process.