Painting & Coating Industry (PCI) logo Powder coating summit logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • MATERIALS
  • TECHNOLOGIES
  • RESOURCES
  • EVENTS
  • DIRECTORIES
  • EMAGAZINE
  • CONTACT
  • SIGN UP!
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest News
  • Market Trends & Reports
  • Price Alerts
  • Subscribe to eNewsletters
  • Global Top 10/ PCI 25
  • Weekly Featured Article
  • COATLE Word Game
  • PRODUCTS
  • Product News
  • Must See Products and Services
  • MATERIALS
  • Additives
  • Resins/Polymers
  • Pigments
  • Equipment
  • Distributors
  • TECHNOLOGIES
  • Adhesives
  • Architectural Coatings
  • FINISHING
  • Industrial Coatings
  • Nanotechnology
  • Powder Coatings
  • Solventborne
  • Special Purpose Coatings
  • Sustainability
  • UV Coatings
  • Waterborne
  • FINISHING
  • Finishing News
  • Finishing Technologies
  • Finishing Equipment
  • Finishing Today
  • RESOURCES
  • Columns
  • Blogs
  • Coatings Supplier Handbook
  • Podcasts and Videos
  • PCI Store
  • Classifieds
  • eBooks
  • Sponsor Insights
  • White Papers
  • COATLE Word Game
  • Columns
  • Ask Joe Powder
  • Did you know?
  • Distribution Dive
  • Focus on Canada
  • Formulating With Mike
  • Innovation Insights
  • Moody's Coatings Conundrums
  • Powder Coating Perspectives
  • Target the Market
  • TiO2 Insider
  • Blogs
  • Editor's Viewpoint
  • Industry Insights
  • Podcasts and Videos
  • COAT-IT! Podcast
  • Videos/PCI TV
  • EVENTS
  • Coatings Trends & Technologies Summit
  • Paint and Coatings Academy
  • Webinars
  • Calendar of Events
  • Lifetime Achievement Award
  • DIRECTORIES
  • Buyer's Guide
  • Equipment Directory
  • Materials Directory
  • EMAGAZINE
  • Current Issue
  • eMagazine Archive
  • China Issue Archive
  • Editorial Advisory Board
  • CONTACT
  • Contact Us
  • Advertise
  • Subscribe to eMagazine
  • Subscribe to eNewsletters
Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
      • Finishing Today
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Ask Joe Powder
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!
Paint and Coating PigmentsArchitectural CoatingsWaterborne Coatings

An Alternative to Titanium Dioxide in White Paint

By Willemijn Wortelboer
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
An Alternative to Titanium Dioxide in White Paint
October 8, 2020

In February 2020, the European Commission published a regulation that states all producers of white paints containing titanium dioxide (TiO2) must provide a warning label on their products, effective October 1, 2021. Exposure during the production and application of products containing TiO2 can be harmful, and therefore these products must be labeled as “may cause cancer.” Titanium dioxide is the white pigment component in paint and ensures good coverage, amongst other features. The annual trade in titanium dioxide amounts to approximately EUR 11.3 billion, of which EUR 6.5 billion is in coatings.1 Currently there is no alternative to titanium dioxide in white paints, and the industry has unsuccessfully opposed (in several letters addressed to the European Commission) the process of this regulation over the past three years.

RAW Paints has developed a patented white pigment formula to replace TiO2 in white paints for use on interior and exterior surfaces, in one formula. Additionally, the company has also applied for a patent for a new solution for painting on surfaces with a moisture percentage of up to 10%, where the current standard is a maximum of 4%.

 

Innovative Product

The invention, a white pigment formula for use in interior and exterior surfaces, claims to be opaque in one coat. The photo on the right shows the results of a real-life comparison with other white paints that contain titanium dioxide (one-layer coverage). This invention enables the paint industry to set the right sustainable course to the future and to also contribute to reducing CO2 emissions.

This is not the first sustainable concept that the company has developed. RAW Paints started in 2016 by demonstrating that water is not needed in the paint production process with the introduction of a class 1 paint powder on adhesion and UV resistance. RAW Paints won the climate prize of the Accenture Innovation Awards in 2018 for this product. By simply adding water to the powder formula, the end user creates a strong, two-component paint by mixing the company’s powder with tap water just before painting.

RAW Paints sets the new paint standard for now and the next generations by producing paint with:

  • zero VOCs;
  • zero pesticides/biocides;
  • zero titanium dioxide

Additional USPs of this paint standard are:

  • no water in production, nor in transport;
  • reduction in maintenance due to excellent adhesion and UV resistance;
  • mix what you need – no leftover paint;
  • its contribution to the SDGs: RAW Paints meets up with 9 out of the 17 SDGs.

Adheres to Moist Surfaces

This new white paint in powder form, to which water is added at the last minute before application, creates a strong, two-component paint system. Typical paint systems can only adhere to surfaces with a moisture percentage of 4% or less; this product adheres to surfaces with up to 10% moisture percentage (patent pending). The product finds interior use in bathrooms and basements with a high percentage of moisture in surfaces. For exterior use, the product can be applied to both normal walls, roofs and facades, but also facades subjected to extreme atmospheric conditions, such as salt, wind and rain.

 

About RAW Paints

RAW Paints, with a female founder, is a partner of the United Nations Global Compact, Dutch Green Building Council, De Groene Groeiers, MVO (the movement of entrepreneurs in the new economy), Climate Cleanup, and has recently been admitted to the Solar Impulse Network to follow its mission to make the paint industry more sustainable. 

 

For more information, visit www.rawpaints.com.

 

1   European Coatings Journal 15.10.2016.

KEYWORDS: TiO2

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Willemijn Wortelboer, Owner, RAW Paints BV, The Netherlands

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • PCI-0724-Global10-Feature-1440.png

    2024 Global Top 10: Top Paint and Coatings Companies

    Who ranks on top? PCI’s annual ranking of the top 10...
    Paint and Coating Market Reports
    By: Courtney Bassett
  • PCI-0724-PCI25-Feature-1440.png

    2024 PCI 25: Top Paint and Coatings Companies

    PCI's annual ranking of the top 25 North American paint...
    Paint and Coating Market Reports
    By: Courtney Bassett
  • pci1022-Kinaltek-Lead-1170.jpg

    A Novel Pigment Production Technology

    Following an extensive R&D program that demonstrated...
    Paint and Coating Pigments
    By: Jawad Haidar and Nitin Soni
You must login or register in order to post a comment.

Alternative to TiO2

rao.m.srinivasa@gmail.com
October 25, 2020
Innovative concept on White paint and we would like to hear more on this front. Thanks

Helen Carmona
August 22, 2024
I usually do the paint jobs for my house, but I've never paid attention to the warning labels on the paint cans. basketballlegends

Cara Estrada
February 15, 2025
Finding an alternative to titanium dioxide in white paint is an important topic, especially for those concerned about environmental impact, cost, and safety. Are there promising substitutes that maintain the same opacity and brightness while being more sustainable or cost-effective? geometry dash lite

Report Abusive Comment

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Subscription Customer Service

The Coatings Minute: Print Returns with PCI’s New Showcase Issue

The Coatings Minute: Print Returns with PCI’s New Showcase Issue

CTT Registration Now Open

CTT Registration Now Open

The Coatings Minute: Why Industry News Matters More Than Ever

The Coatings Minute: Why Industry News Matters More Than Ever

The Coatings Minute: Your Inside Look at PCInnovations

The Coatings Minute: Your Inside Look at PCInnovations

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the PCI audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of PCI or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Modern arapartment complex painted in bright colors.
    Sponsored byEPS - Engineered Polymer Solutions

    Architectural Polymers Leading the Way in Coatings Innovation

  • paint sprayer in a workshop
    Sponsored byallnex

    Enabling Performance and Compliance: allnex Introduces a New Line of VOC Exempt Solvent-Borne Resins

Popular Stories

BASF SE Logo

BASF Reportedly Eyes Exit from Coatings

No. 7 BASF Coatings

BASF Comments on Potential Sale of Coatings Business

Ancamine-2858

Ancamine® 2858 – High-performance solution for hot climates



PCI Buyers Guide

Submit a Request for Proposal (RFP) to suppliers of your choice with details on what you need with a click of a button

Start your RFP

Browse our Buyers Guide for manufacturers and distributors of all types of coatings products and much more!

Find Suppliers

Events

September 3, 2025

Coatings Trends & Technologies Summit

The Coatings Trends & Technologies (CTT) Summit is an annual conference for both liquid and powder coatings formulators and manufacturers to discuss innovations in coatings technology. This event combines high-quality technical presentations, a resource-rich exhibit hall, and dedicated networking opportunities to connect scientific minds, foster innovation, and cultivate game-changing new ideas!

January 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Longest-running laboratory experiment

What is the longest-running laboratory experiment?
View Results Poll Archive

Products

CTT Summit Short Courses (Live 9/3/25)

Coatings Trends & Technologies Summit is expanding its offerings with four short courses. These short courses will offer an extensive day of interactive learning.

See More Products
pci  webinar april 2025

PCI CASE EBOOK

Related Articles

  • Titanium Dioxide

    Titanium Dioxide: Dispersing to right distances brings so much more than just grinding and dust-free processing - the only way

    See More
  • industry news or company news (1).jpg

    The Chemours Company Closes Titanium Dioxide Plant in Taiwan

    See More
  • Optimizing Diaphragm Performance When Pumping Titanium Dioxide

    Optimizing Diaphragm Performance When Pumping Titanium Dioxide

    See More

Related Products

See More Products
  • durability.jpg

    Increasing the Durability of Paint and Varnish Coatings in Building Products and Construction 1st Edition

  • failiure-analysis-of-paints

    Failure Analysis of Paints and Coatings, Revised Edition

  • auto-paints-and-coatings

    Automotive Paints and Coatings, 2nd Edition

See More Products
×

Keep the info flowing with our eNewsletters!

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey & Sample
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Youtube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • FINISHING
      • Finishing News
      • Finishing Technologies
      • Finishing Equipment
      • Finishing Today
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Ask Joe Powder
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!