2026 PCI 25: No. 5, Behr Paint Co.
In business since 1947, Behr Paint Co. is one of the largest manufacturers of paints, primers, decorative finishes, stains and surface preparation products for do-it-yourselfers and professionals in North America. Behr is part of Masco Corp.’s Decorative Architectural Products segment.
Behr produces architectural coatings, including paints, primers, specialty coatings, stains and waterproofing products, as well as paint applicators and accessories. Products are sold primarily in North America and South America under the brand names BEHR®, KILZ®, WHIZZ® and other trademarks to “do-it-yourself” (DIY) and professional customers through home center retailers and other retailers. Behr is a leader in the DIY market, partnering with The Home Depot to sell paints, decorative finishes, primers, stains and surface preparation products. The Home Depot is Behr’s largest customer, with BEHR® brand exclusivity in the North American retail sales channel.
5. Behr Paint Co.
Santa Ana, CA
President (2025): Megan A. Selby
President (2026): Vijaikrishna (VJ) Teenarsipur
2025 Coatings Sales: Approx. $2.34 billion
Behr does not separately disclose standalone sales figures. Masco Corp. reported 2025 consolidated net sales of $7.562 billion and stated that architectural coatings accounted for approximately 31% of that total. Based on that reported share, Behr’s 2025 coatings sales are shown at approximately $2.34 billion.
Masco’s Decorative Architectural Products segment reported 2025 net sales of $2.57 billion, but PCI did not use that segment total because it includes products beyond coatings and was affected by the divestiture of Kichler. Masco said segment sales declined 14% in 2025, driven by lower sales volume and the Kichler divestiture; that segment-level change should not be read as a specific Behr sales decline.
Parent company: Masco Corp.
Source: Masco annual report, company contact, press releases, company website
Notes: In 2025, Behr announced the retirement of President Megan A. Selby and named Vijaikrishna (VJ) Teenarsipur the company’s new president. The company also named Kayla Kratz senior director of Color & Design Strategy.
In March 2025, Behr expanded its longstanding relationship with The Home Depot, making KILZ® primer products exclusive to the retailer in the United States and Puerto Rico.
In March 2025, Behr announced Cedar as its 2025 Exterior Stain Color of the Year, along with its second annual Curb Appeal Collection, a palette of 45 exterior paint colors.
In May 2025, Behr launched its DIYconomics campaign, working with finance, DIY and interior design creators to show what $100 worth of BEHR® paint can achieve.
In June 2025, Behr released its 2026 Commercial Color Forecast and introduced a new Designer Council.
In July 2025, Behr launched ChatHUE, an AI-powered color selection tool developed with Google Cloud. Also in July 2025, Behr announced Hidden Gem as its 2026 Color of the Year.
Later in July 2025, Behr partnered with RE/MAX Canada on a campaign designed to help new homeowners take on DIY paint projects.
That same month, Behr launched its 2025 BEHR® Student Design Competition in partnership with MattoBoard, offering a $5,000 grand prize and $1,000 for the winner’s design school.
In November 2025, Behr launched BEHR PREMIUM PLUS® ECOMIX™ Plant-Based Paint & Primer, a 100% all-acrylic paint and primer containing at least 20% plant-based ingredients verified through third-party testing in accordance with ASTM D6866.
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