Homeowners are ditching grey interiors amid a shift away from minimalism towards warmer tones, according to paint brand Lick.
It came as the business revealed a strong uptick in sales over the first half of year, shrugging off pain elsewhere in the home improvement sector.
Boss Lucas London said the group has benefited from shoppers looking to make their homes more cosy as high mortgage rates continue to put many off moving home.
The brand said it has seen strong demand for green and pink paint over the past year.
Lick said shades of green are its most popular, representing 17.4% of sales for the past 12 months.
Pink paint has also seen strengthening demand, representing 13.9% of sales, after an increase from 12.5% a year earlier.
It comes as previous demand for grey interiors, which had been buoyed by influencers such as Mrs Hinch, continued to crater.
Demand for grey paint tumbled in half to only 2.3% of sales as part of the shift away from cooler, minimalist styles.
Nevertheless, white paint remained popular over the year and neutral tones beige and taupe saw an increase in sales.
The chief executive and co-founder of the brand said it has seen overall demand for its paint remain robust despite wider consumer spending pressures.
Mr London suggested he believes the group has benefited from having a lower price point than traditional upmarket paid brands.
“I think customers doing DIY have found our paint relatively affordable,” he said.
“For the first half sales were up 51%, so that’s showing that we’re very strong and outperforming the market.
“People are really discerning about the quality but also keen to marry that up with an affordable price point right now, they are always thinking about value.”
