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- Backdrop and Clare are two direct-to-consumer paint startups that want to make shopping for paint less painful, more convenient, and even fun.
- Both sell durable, low-VOC paint, available in a curated selection of colors, for $59/gallon at Backdrop and $54/gallon at Clare.
- Backdrop offers a larger selection of supplies and tools, while Clare offers more color and paint types.
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Until recently, direct-to-consumer startups in the home and kitchen industry have mostly focused on the same few areas:
- Mattresses: too many to count, but you know Casper and Leesa, of course
- Furniture: Burrow, Campaign, Floyd
- Bedding and bath: Brooklinen, Parachute, Boll & Branch
- Cookware and dinnerware: Made In, Year & Day
But as millennials start buying their first homes, it didn't take long to discover that every part of shopping for something as innocuous as paint, even when it came to choosing colors, was stressful. In 2018, Backdrop and Clare launched to relieve the stress of poring over 10 similar shades of blue once and for all.
These startups focus on curation, quality, and simplicity rather than excess choice, and hope to change the way we shop for paint and infuse some enjoyment into the whole process, from picking out colors to getting up on that ladder and painting the walls.
They're not promising that watching the paint dry will be the most exhilarating experience of your life — that part's still pretty boring — but they are betting that you'll ultimately step back, admire your work, and think, "That was 100 times easier than the last time I tried to paint this room."
Since they both launched around the same time and have similar value propositions, we've broken them down on all the factors you should care about, including price, color options, and additional tools and resources.
Read more about Backdrop, then shop home paint at Backdrop here.
Read more about Clare, then shop home paint at Clare here.
See the differences between Backdrop and Clare, below.
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Who's helping you shop for paint?
Backdrop
The founders of Backdrop are husband-and-wife duo Caleb and Natalie Ebel, who have backgrounds from Warby Parker and Pencils of Promise, and are approaching paint from the perspective of ordinary consumers. They've painted every house they've ever lived in, so they're very familiar with the many points of friction in the paint-shopping experience.
Clare
Clare founder Nicole Gibbons is an interior designer who has appeared on HGTV, The Rachael Ray Show, and Elle Decor. Her expertise in interior design helps reveal to shoppers the potential joys of shopping for paint and the transformative power of color.
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Types of paint sold and how much a bucket costs
Backdrop
Backdrop sells six types of paint: Standard Finish (low-sheen, semi-matte), Semi-Gloss Finish, and Primer for the interior of your home, and the same for the exterior. Each gallon of interior paint comes in a rectangular, easy-pour bucket and costs $59. Exterior paint comes in a 5-gallon container and costs $325.
Shipping and returns are free.
Clare
Clare sells four types of paint: Wall Paint (low-sheen, semi-matte), Trim Paint (semi-gloss), Primer, and Ceiling Paint. The wall and trim paints gallon come in a cylindrical bucket and cost $54, while the primer and ceiling paint at $42.
Shipping is free on orders over $100, and returns will encounter a $7 per gallon restocking fee.
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Color and sampling options
Backdrop
Backdrop features a curated collection of 58 colors, which you can sort by type of color (e.g. neutral, bold) or hue (e.g. red, green).
To preview how a color would look on your wall, you can order a 12"x 12" adhesive sample for $3. All samples ship for free.
Clare
Clare offers a similarly curated collection of 58 colors. They're grouped automatically by color, which might be easier to shop visually than on Backdrop's site, but you can also sort by hue or undertone (e.g. warm, cool).
Clare's adhesive samples measure 8"x 8" and also cost $2 each, with free shipping.
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What the paint is made from and how it applies
In terms of the paint itself, there's not a huge difference in the composition and how they apply, but there are subtle differences in the VOC count and what certifications each company holds. The certifications both indicate that the paint has been rigorously tested under laboratory conditions and meets standards for performance and environmental safety.
Backdrop
Backdrop's paint is:
- A low-odor, acrylic, water-based formula that applies and washes off easily and is highly pigmented
- Low-VOC
- Greenwise certified
Clare
Clare's paint is:
- A low-odor, acrylic, water-based formula that applies and washes off easily and is highly pigmented
- Zero VOC
- Greenguard Gold certified
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Figuring out how much paint you need
Backdrop
Use Backdrop's Paint Calculator, which asks whether you're painting a room or just a wall, how many people will be doing the job, and the measurements of the space, to calculate how many gallons you should order and any other tools you might need.
Clare
Before you even start shopping, you can take Clare's Color Genius Quiz, an eight-question quiz that gives you personalized color recommendations based on the type of room you're painting, your style, and other preferences.
Then, on each product page, there's an "Estimate Quantity" tool you can use to calculate how many gallons you should order. It also asks for the room's measurements and takes doors and windows into consideration.
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Other tools and accessories you can shop
Unless you already have painting supplies that you love, you'll be able to shop tools like rollers and tape directly on these websites.
Backdrop
Backdrop sells one main Essentials Kit, which has 11 pieces, costs $45, and includes tape, paintbrush, large roller frame, two large roller covers, roller cover, roller handle, tray, and three tray liners.
You can also get these supplies, as well as a few others (putty knife, spackle + sandpaper kit, painter's shirt), à la carte.
The brand has also a short-sleeve painter's shirt in collaboration with the clothing label Coming Soon.
Clare
Clare sells four different pre-set kits, ranging from $15 to $54. Its largest kit has eight pieces, costs $54 and includes a plastic drop cloth, tape, 2" paintbrush, 9" roller frame, 9" roller cover, 9" metal tray, 9" tray liner, and 2-4' extension pole.
You can also get these supplies, as well as a few others (mini roller frame and cover), à la carte.
Clare also sells merch and its first drop is a gray sweatshirt that reads "indoor person."
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The bottom line
Shop home paint at Backdrop
If you like larger paint samples, want a larger selection of supplies and tools, and are looking to spend a little less on the entire process.
Shop home paint at Clare
If you're not sure yet what color you want to paint your space, appreciate the expertise and perspective of an interior designer, and want more paint color and paint type options. Taking shipping and painting supplies into account, Clare is slightly more expensive to shop at, but it might be worth it for indecisive shoppers.
Connie Chen is a former senior reporter on the Insider Reviews team, where she led coverage of home textiles, home entertaining, and food and drink. While at Insider, she specialized in all the things that enhance life at home, from the most comfortable bed sheets and fluffy pillows to cool online wine clubs and bartender-approved co*cktail shakers. She combined rigorous testing methods, conversations with professionals, and active knowledge of the home and kitchen space to help readers get the most out of their money. When she's not changing duvet covers or washing towels twice a day for articles, she loves talking about and trying the newest snacks, drinks, andfood gifts. You can see more of her testing process and other behind-the-scenes of being a product journalist on her Instagram @connayreviews. Connie joined Insider Reviews as an early member in 2017 and has also reported on products and services in the style, tech, fitness, travel, and e-learning spaces, with a particular interest and expertise in emerging startups. She has represented the team at CES and moderated panels on media business and the future of retail. Connie graduated from UC Berkeley with degrees in media studies and business administration, which help inform her perspective on and coverage of industry trends, as well as the competitive e-commerce landscape at large. Read some of her work: The 4 best co*cktail shakers in 2021 The 7 best women's bathrobes in 2021 The 5 best wine openers and corkscrews we tested in 2021 The 5 best bed sheets we tested in 2021 The 5 best cordless vacuums we tested in 2021 12 direct-to-consumer kitchen startups that are changing the way we shop for cookware and knives 8 tableware startups changing the way we shop for dishes Even chefs experience cooking burnout — here's how they get re-inspired in the kitchen How businesses create successful virtual experiences 50 cookbooks from famous restaurants across the US that will help you recreate their best dishes at home Learn more about how our team of experts tests and reviews products at Insider here. Learn more about how we test kitchen products.
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