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Behind the Brand: The Story of C2 Paint

"You'll never sell a single gallon of paint."

These words weren't discouraging; instead, they fueled the founders of C2 Paint with relentless motivation. From the outset, C2 has been committed to emphasizing artistry over automation, quality over quantity, and creativity over corporate conformity. This company, with its big dreams and fiercely independent spirit, certainly proves its worth through its exceptional products.

C2 Paint was conceived by Thomas Hill III, a disillusioned paint chemist dismayed by the industry's dwindling quality standards. "Back then, paint was reduced to a mere commodity—more about cutting costs and speeding production than about quality and color," Hill reminisced.

In 1998, Hill III set out to achieve what seemed impossible: establishing a paint brand that would outperform all others. He rallied a group of independent paint dealers around his vision, creating North America’s first and only dealer-owned paint brand—a rebellious and creative collective.

Our ambition was to redefine the essence of a paint company—eschewing the pitfalls of large corporate structures to focus on innovation, creativity, and providing an exclusive, top-tier product while preserving our autonomy. Handcrafted with meticulous care, C2 quickly became an instant classic, renowned for its timeless colors and artistic ethos.

After his  father's passing in 2022, his son, Thomas Hill II, took the reins to perpetuate his father's legacy.

"Our products are crafted for discerning consumers who value color and quality above all. C2 is not your typical, off-the-shelf paint. If you seek innovative, user-friendly, handcrafted products, C2 Paint will exceed your expectations," Hill explains. "In the realm of luxury paints, C2’s durability and quality offer an outstanding value."

Nature's beauty inspires every hue of C2 Paint, created using unique, finely ground, artist-grade pigments. Like master painters, we use complementary colors for toning (instead of black) and multiple colorants to achieve unparalleled, radiant colors. Our carefully curated 496-color palette, developed by design professionals, makes the selection process both intuitive and enjoyable.


C2’s autonomy ensures the highest standards in quality, from raw materials and innovative technologies to performance and customer service. Unique features like color chips made from real paint, the Ultimate Paint Chip—a 17″ x 24″ color selection tool—and proprietary full-spectrum color formulas have set industry benchmarks, often unsettling our competitors.


"We’ve faced challenges from some of the biggest industry names, but we take that as a compliment," Hill states proudly. "We don't shy away from challenges." As dreamers and doers, we continue to innovate and produce some of the most extraordinary paint colors and products available.

Two decades and countless gallons later, C2 remains committed to crafting paint on its own terms. They owe much of our success to those who have embraced our innovative approach and color philosophy—interior designers who specify C2, painters and contractors who trust our products, and discerning homeowners who choose C2 to enhance their living spaces. Together, they have transformed an unlikely vision into a vibrant reality.


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