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The Paint Company Behind Joanna Gaines' Fixer Upper-Inspired Magnolia Line
The article discusses the collaboration between Joanna Gaines and KILZ, a prominent coatings company, to create the Magnolia paint line. This partnership, initiated in 2016, aimed to offer classic color palettes inspired by Gaines' signature style, appealing to fans of her show, "Fixer Upper." Joanna Gaines emphasized the transformative power of paint, noting its ability to dramatically change a space. The initial collection featured creamy hues such as Shiplap and Ella Rose. Since then, two more collections have been introduced: The Lakehouse Collection, with nature-inspired colors like Remote Trail and Wooded Acre, and The Castle Collection, offering richer shades such as Conservatory and Moody Fig.
The success of these acrylic formulas is significantly attributed to KILZ, known as a leading stain blocker, commanding over 50% of all primer purchases and garnering thousands of five-star reviews. KILZ is a brand under Masco, a parent company that also owns other popular brands like Behr and Delta Faucets. The KILZ brand itself was established in 1974 by Melvin Caldwell. Caldwell dedicated years to developing the KILZ formula through his company, Masterchem, initially using a 50-gallon dough mixer from a bakery to expand his manufacturing process as the product gained popularity. After more than four decades of research, development, and substantial growth, Masco acquired Masterchem and the KILZ brand, solidifying its position as a favored primer in America.
The article draws parallels between the entrepreneurial journeys of Melvin Caldwell and Joanna Gaines, both of whom built global brands from humble beginnings. Joanna Gaines started "The Little Shop on Bosque," a small 1,400 square-foot store, in 2003, a decade before "Fixer Upper" became a television sensation and Magnolia Market expanded into a five-acre retail complex. The Magnolia Home collections integrate KILZ paint and primer, designed to cover stains in fewer coats. A notable health benefit highlighted is the inclusion of EPA-registered ingredients in KILZ paints, which provide mildew resistance and feature low VOC (volatile organic compounds), potentially contributing to a healthier home environment.
In addition to interior, exterior, cabinetry, and chalk paint options, the collections offer various wood stains in colors like Rain Barrel and Spanish Cedar. Consumers can choose from matte, eggshell, and satin sheens to achieve the desired paint finish for their homes. The products are designed for durability, supported by KILZ's limited lifetime warranty. The Magnolia Home collections are widely available through retailers such as Amazon, Ace Hardware, Lowe's, and Magnolia. Joanna Gaines has publicly endorsed the durability of the paint, stating in KILZ scrub tests and resin strength test videos that the products are designed to last for years on walls, emphasizing their quality and longevity.
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