FAQ

Greenwashing is when a company pretends to be environmentally friendly without really being so.

It’s using green words, colours, or vague claims like eco, natural, clean, voc free, sustainable etc) to look 'sustainable', while the product or business has little or no real environmental benefit, or even causes harm. If terms like this are to be used, check for certifications or ingredients lists

What 'natural' means for AURO paints

When we say an AURO paint is natural, we mean that it’s made from plant and mineral based ingredients, not petrochemicals or synthetic plastics. The raw materials come from things like mineral lime, plant oils, natural resins and natural pigments, and are chosen to be gentle on people and the planet. Because of that natural formulation they are low emission and low-odour, and you can be in the room soon after painting. The paints breathes with the wall, helping moisture escape naturally. The paints are free of petrochemicals, plastics and harsh solvents, with no toxic fumes lingering. Most Auro paints genuinely break down harmlessly over time and can even be composted. So 'natural' isn’t just a buzzword, it means the paint is derived from nature, health-friendlier indoors, and better for the environment than conventional synthetic paints.

Strictly speaking, “VOC-free” isn’t a term we use, because it isn’t scientifically accurate. Even in the most controlled environments, trace volatile organic compounds exist in materials, in the air, and even in what we’d call a vacuum.

Instead, we use “trace VOC” to be honest and precise.

In practice, this means the paints contain only extremely small, unavoidable background levels of VOCs, well below recognised testing limits and far lower than conventional paints. There are no added solvents, no strong fumes, and no off-gassing during or after application.

So when we say trace VOC, we’re saying the paint is as clean as current chemistry allows without relying on a misleading label.

Wet scrub resistance is a standard way of measuring how well a paint stands up to cleaning once it’s dry. Under the EN 13300 test, a painted surface is repeatedly scrubbed with a wet brush. The less paint that wears away, the higher the class.

Higher class (IE class 1) = more durable and easier to clean
Lower class (IE class 5) = more delicate finish, better left unscrubbed

It helps you choose the right paint for how a room is actually used, not just how it looks.

Auro paints that are Class 1:

• Auro 524 (white emulsion)
  

Auro paints that are Class 2:

• Auro 555 (coloured wall emulsion)
• Auro 303 - Silicate White anti mould

Auro paints that are Class 3:

• Auro 331 (white clay paint)
• Auro 535 (coloured clay paint)
• Auro 321 (economy white emulsion)

What does that mean in reality?

Class 1 – Very durable - Highly wipeable. Designed for frequent cleaning and scrubbing.
Class 2 – Washable - Suitable for light cleaning with a damp cloth. Good everyday durability.
Class 3 – Limited cleaning - Can handle occasional wiping, but marks may remain.
Class 4 – Very limited - Not really washable. Best left alone once dry.
Class 5 – Not washable - Decorative only. Will mark or wear if wiped.

It's hard to see the difference between clay paints like Auro 535 clay colours, or Auro 331 white over a natural emulsion such as Auro 555 colours, or Auro 524 white, but there is a difference.

Looks: Fundamentally, the Auro clay paints are more of a matt finish, and look slightly flatter and more velvety than the normal emulsions like the Auro 555.

Durability: The clay paints are not as durable, the white clay Auro 331 and the coloured Auro 535 having a wet scrub resistance of class 3, whereas the Auro white emulsion is class 1, and the Auro 555 colours are class 2.

Summary. Clay is flatter, more matt and a lovely finish, but not as durable or wipeable like the rest.

Auro Emulsion vs Clay Paints – What’s the Difference?

Auro 555 / 524 – Natural Emulsion Paints

What they are - Natural interior emulsions made with plant-based and mineral ingredients, designed to behave like a modern wall paint.

Best for - Everyday walls & ceilings
Modern plaster and plasterboard
Homes where durability and ease of use matter

Finish - Matt, smooth, “normal paint” look
Slightly more even and forgiving than clay paint

Breathability - Breathable natural paint
Suitable for most modern interiors

Durability & cleaning - More robust surface
Better wipeability than clay paints

Smell & indoor air quality - Very low odour
Trace VOCs, gentle for indoor air

Choose Auro 555 / 524 if… You want a natural alternative to standard emulsion that’s easy to apply, long-lasting, and low-odour.

Auro 535 / 331 – Natural Clay Paints

What they are - Earth-based paints made from clay and mineral pigments, with no plastic binders.

Best for - Period homes and solid walls
Lime plaster and older buildings
Bedrooms and low-traffic rooms

Finish - Ultra-matt, soft, velvety appearance
Very natural, chalky look

Breathability - Extremely breathable (Class 1)
Helps regulate moisture in walls

Durability & cleaning - More delicate surface
Not designed for regular wiping

Smell & indoor air quality - Virtually no smell
Excellent for sensitive people and allergy-prone homes

Choose Auro 535 / 331 if… You want the most breathable, natural wall finish possible, especially for older or solid-walled properties.

Quick choice guide

It's hard to see the difference between clay paints like Auro 535 clay colours, or Auro 331 white over a natural emulsion such as Auro 555 colours, or Auro 524 white, but there is a difference.

Looks: Fundamentally, the Auro clay paints are more of a matt finish, and look slightly flatter and more velvety than the normal emulsions like the Auro 555.

Durability: The clay paints are not as durable, the white clay Auro 331 and the coloured Auro 535 having a wet scrub resistance of class 3, whereas the Auro white emulsion is class 1, and the Auro 555 colours are class 2.

Summary. Clay is flatter, more matt and a lovely finish, but not as durable or wipeable like the rest.

Auro Emulsion vs Clay Paints – What’s the Difference?

Auro 555 / 524 – Natural Emulsion Paints

What they are - Natural interior emulsions made with plant-based and mineral ingredients, designed to behave like a modern wall paint.

Best for - Everyday walls & ceilings
Modern plaster and plasterboard
Homes where durability and ease of use matter

Finish - Matt, smooth, “normal paint” look
Slightly more even and forgiving than clay paint

Breathability - Breathable natural paint
Suitable for most modern interiors

Durability & cleaning - More robust surface
Better wipeability than clay paints

Smell & indoor air quality - Very low odour
Trace VOCs, gentle for indoor air

Choose Auro 555 / 524 if… You want a natural alternative to standard emulsion that’s easy to apply, long-lasting, and low-odour.

Auro 535 / 331 – Natural Clay Paints

What they are - Earth-based paints made from clay and mineral pigments, with no plastic binders.

Best for - Period homes and solid walls
Lime plaster and older buildings
Bedrooms and low-traffic rooms

Finish - Ultra-matt, soft, velvety appearance
Very natural, chalky look

Breathability - Extremely breathable (Class 1)
Helps regulate moisture in walls

Durability & cleaning - More delicate surface
Not designed for regular wiping

Smell & indoor air quality - Virtually no smell
Excellent for sensitive people and allergy-prone homes

Choose Auro 535 / 331 if… You want the most breathable, natural wall finish possible, especially for older or solid-walled properties.

Quick choice guide

Go for Auro 555 / 524 if:

You want durability and wipeability
You’re painting modern walls
You want a familiar paint feel, just without the plastics

Go for Auro 535 / 331 if:

Breathability is your top priority
You have lime plaster or solid walls
You love an ultra-matt, natural finish