The startup keeps the millennial market's priorities in mind with low-toxicity, high-design products that reflect key interests like aesthetics and sustainability

Startup paint brand Backdrop is aiming to become the go-to paint brand for the millennial market. The direct-to-consumer company is mainly doing so in its approach to interior design, based on a friendly and approachable attitude.

The brand currently has 50 colors, all inspired by objects and feelings that tap in to the millennial lifestyle and affinity for an Instagram-quality product. The paint names, like the neutrals shades Moonstone and Palo Santo, are also designed to connect to their customers' interests and evoke particular associations. Backdrop paints also address health and wellness concerns of consumers, having low odor and toxicity, and even address sustainability concerns by upcycling the containers after the paint is gone.

Taking advantage of its DTC structure, Backdrop additionally offers several convenient services including direct home delivery, adhesive-backed paint samples that won't damage walls and step-by-step instructions once it's time to start painting, catering to millennial demand for convenience and DIY support.

Backdrop

Startup paint brand Backdrop is aiming to become the go-to paint brand for the millennial market. The direct-to-consumer company is mainly doing so in its approach to interior design, based on a friendly and approachable attitude.

The brand currently has 50 colors, all inspired by objects and feelings that tap in to the millennial lifestyle and affinity for an Instagram-quality product. The paint names, like the neutrals shades Moonstone and Palo Santo, are also designed to connect to their customers' interests and evoke particular associations. Backdrop paints also address health and wellness concerns of consumers, having low odor and toxicity, and even address sustainability concerns by upcycling the containers after the paint is gone.