October 21, 2026
Introducing Heroes Paint, from the Emperor Paint team
Heroes Paint is a new brand, with two core products:
- Heroes Shield: An anti-mould paint designed to help reduce condensation forming on walls and ceilings.
- Heroes Pure: An air-purifying interior paint designed to remove airborne formaldehyde while offering the performance and decorative finish of a premium interior paint. (Launching soon in the UK).
The idea behind Heroes is simple: instead of focusing solely on how paint looks, the team wanted to explore what it can actually do for the people living with it.
The team said: “Through our experience with Emperor Paint, we’ve seen how innovative paint technology can help solve genuine problems for homeowners. We wanted to bring that same thinking indoors.
“Condensation, mould and indoor air pollution are common concerns in UK homes, yet paint is often seen as little more than a decorative finishing touch.
“We saw an opportunity to develop a range of paints that could help address these issues while still delivering the quality and finish homeowners expect.
“A big part of the Heroes brand is also making technical products feel approachable. We want people to understand how our products can help without needing to understand the science behind every ingredient.”
Heroes Shield: Anti-Mould Paint
Shield is currently the primary launch product, developed to solve the issues caused when condensation forms – this can leave walls and ceilings damp, creating conditions in which mould can grow.
Traditional anti-mould paints often rely on fungicides to inhibit mould growth but don’t necessarily address the condensation contributing to the problem.
Heroes Shield uses Micro-Sphere Technology, incorporating millions of microscopic glass spheres that help the paint retain warmth.
This helps keep painted walls and ceilings warmer, reducing the opportunity for condensation to form and consequently reducing the moisture available for mould growth.
Independent comparative testing results:
- 77% less condensation compared with standard paint;
- 3°C warmer than standard paint under the same heating conditions;
- 25% longer to lose its retained warmth compared with standard paint;
- 3.7 times less condensation compared with a leading thermal anti-condensation paint.
Other benefits:
- White finish that can be painted over with compatible water-based paints.
- Low VOC and low odour.
- Designed for interior walls and ceilings.
- Allows homeowners to tackle condensation without sacrificing their preferred decorative colour.
Shield aims to reduce condensation, helping tackle one of the conditions mould needs to grow, rather than relying solely on inhibiting the mould itself.
It is not a substitute for resolving leaks, penetrating damp or underlying building defects.
Heroes Pure: Air-Purifying Paint
Pure is the second product, developed to help tackle a less visible problem within homes: indoor air pollution.
Formaldehyde is a common indoor air pollutant that can be released by various household materials and products, including furniture, manufactured wood, adhesives and certain furnishings.
Pure uses Pure Air Technology to remove airborne formaldehyde, providing an additional functional benefit beyond traditional decorative paint.
Product features:
- Designed to remove airborne formaldehyde.
- Premium interior paint with high opacity and coverage.
- Class 1 wet scrub resistance.
- Available in a wide choice of colours through colour matching, including RAL, BS, NCS and major paint brands.
- Developed to offer both decorative performance and an air-purifying function.
Gary Thompson, Managing Director, said: “Decorators know that a great finish has to do more than look good. With Heroes Paint, we’re bringing the same commitment to quality that people know us for at Emperor Paint to the inside of the home, with paints designed to help tackle everyday problems. We can’t wait to see Heroes Paint being put to work by homeowners and decorators across the country.”
Sizes
Shield: 1L, 2.5L, 5L
Pure: 2.5L, 5L
