Behr Paint Company Announces 2026 Color of the Year: Hidden Gem - A Smoky Jade That Embodies Understated Elegance and Timeless Sophistication
Rhea-AI Summary
Behr Paint Company, a subsidiary of Masco Corporation (NYSE: MAS), has announced Hidden Gem (N430-6A) as its 2026 Color of the Year. This smoky jade tone blends blue and green to create grounded yet energizing environments.
Research conducted by Behr reveals that 82% of Americans believe paint colors can impact confidence, with 67% saying Hidden Gem would make a space feel unique. The company is launching a sweepstakes from July 30 to August 13, 2025, offering a $50,000 prize for customers who purchase BEHR products at The Home Depot.
The color is part of the BEHR 2026 Color Trends Palette, featuring earth tones, jewel tones, and relaxed pastels, available exclusively at The Home Depot in various premium paint lines including BEHR DYNASTY and BEHR MARQUEE.
Positive
- Launch of sweepstakes with $50,000 prize potential to drive sales
- Strong consumer research data showing 82% positive impact on confidence
- Exclusive distribution partnership with Home Depot maintained
- Product line expansion with new color trends palette
Negative
- None.
News Market Reaction – MAS
In the trading session that priced this news, MAS declined 1.38%, reflecting a mild negative market reaction. Argus tracked a trough of -2.2% from its starting point during tracking. Our momentum scanner triggered 14 alerts that day, indicating notable trading interest and price volatility.
Data tracked by StockTitan Argus on the day of publication.
AI-generated analysis. How Rhea-AI works. Not financial advice.
BEHR® Research Reveals a Powerful Link Between Paint Color and Self-Confidence
"Now more than ever, there's a growing appetite for colors that challenge convention and bring an unexpected sense of wonder to everyday spaces," said Erika Woelfel, VP of Color and Creative Services at Behr Paint. "Hidden Gem captures that spirit in both name and color—its depth and refinement meets the desire for colors that are eternally stunning and stylish."
Hidden Gem reminds us that true elegance lies in subtlety and lasting appeal, encouraging a more personal connection to your home. This connection goes beyond the surface of your walls and can influence how you feel and express yourself every day. In fact, four in five (
Additional new research conducted by Behr Paint shows:
- More than half of Americans agree that a room painted with Hidden Gem would be captivating (
58% ). - Two in three Americans say Hidden Gem would make a space feel unique (
67% ), create a sense of peace in their home (66% ), and stand the test of time (66% ).
"Color holds the power to express who you are—it tells your story without saying a word," stated Andy Lopez, SVP, Head of Global Marketing at Behr Paint Company. "Hidden Gem empowers DIYers, designers, and paint professionals to craft spaces that are both purposeful and expressive—delivering lasting value through our high-quality products."
From full-room transformations to subtle accents, Hidden Gem adapts to your vision—adding a rich sense of self to every corner of your space. Whether it's a front door or a family room, a healthcare facility or a hospitality suite, a bedroom or a bookshelf, this versatile shade leaves a lasting impression in both residential and commercial settings.
Hidden Gem is a part of the BEHR® 2026 Color Trends Palette—a collection of trend-forward colors that reflect a significant shift toward embracing warmth, comfort, and a hint of playfulness. The palette consists of grounding earth tones, deep jewel tones, and relaxed pastels that perfectly complement the 2026 Color of the Year. The full palette inspires reinvention with shades for every style, from casual and traditional to modern and eclectic.
It's Your Time to Shine with Hidden Gem
To celebrate the 2026 Color of the Year, Behr Paint is giving you the chance to win
BEHR® products, including the BEHR 2026 Color of the Year, Hidden Gem, and the full BEHR® 2026 Color Trends Palette, are available in top-rated, one-coat hide guaranteed* BEHR DYNASTY® and BEHR MARQUEE®, as well as BEHR ULTRA® and BEHR PREMIUM PLUS®, sold exclusively online and nationwide at The Home Depot. To learn more about Hidden Gem and explore the BEHR® 2026 Color Trends Palette, visit behr.com/2026coty.
*Valid only when tinted to colors from the BEHR DYNASTY® & BEHR MARQUEE® Interior One-Coat Hide Color Collection.
About Behr Paint Company
Headquartered in
Behr and the Behr logo are registered trademarks of Behr Process LLC.
CONTACT: M Booth, behrdiy@mbooth.com
1 Behr Paint commissioned an online survey among n=1,000 general population Americans 18 years of age and older. Data is nationally representative by age, gender, race/ethnicity and region. The survey was fielded between June 13- 18, 2025. The margin of error (MOE) for the total sample is +/- 3 p.pts.
View original content to download multimedia:https://www.prnewswire.com/news-releases/behr-paint-company-announces-2026-color-of-the-year-hidden-gem--a-smoky-jade-that-embodies-understated-elegance-and-timeless-sophistication-302512468.html
SOURCE Behr Paint Company