Heroes Pure

Fast Delivery

Price range: £60.00 through £110.00

A smarter paint for a healthier home. Combines premium paint performance with air-purifying technology, so you can create a beautiful space that looks after your family for years to come.

Air purifying
Colour matching
Suitable for all rooms

Save 100% on your order. Use code ETDPAV64 at checkout.

Colour

Please enter the brand name and colour you would like us to match.

Size

2.5 litre Out of stock £60.00

5 litre Out of stock £110.00

Easy returns
Expert help
Fast delivery

SKU: B35HB1B10 Category: Air Purifying Paint

Heroes Pure is a premium air purifying paint for interior walls and ceilings throughout the home. Available in a range of colours, it provides excellent coverage, a smooth matt finish and the durability needed for everyday family life.

No one likes waiting around for a delivery. Order before 12pm Monday to Friday and we’ll aim to dispatch your paint the same day, with next working-day delivery.

Spend over £100 and free, for orders under £100, it’s £6. We’ll send you tracking as soon as it’s on its way, so you’re never left wondering where it’s got to.

Heroes Pure

1. Prepare your walls
Clean away dust, dirt and loose paint. Treat any mould with Heroes Mould Remover and let the area dry completely.

2. Smooth imperfections
Fill small holes and cracks, then sand smooth once dry. Fresh plaster will need a mist coat before applying Pure.

3. Add mould protection (optional)
For extra protection, apply two coats of Heroes Shield first. Once dry, apply Pure directly over the top.

4. Apply Heroes Pure
Stir well before use. Apply with a medium-pile roller and good quality brush, working in sections for a smooth, even finish.

5. Apply a second coat
Allow the first coat to dry for 1–4 hours, then apply a second coat.

Read the full how to apply guide.

Cleaner air

Actively fights to remove harmful airborne pollutants, so your family can breathe cleaner air every day.

Family-proof walls

From muddy hands in the hallway to fingerprints around light switches, Pure is made to handle everyday life and wipes clean with ease.

Results you'll love

The finest Italian colour pigments, extreme opacity and exceptional coverage deliver rich, even colour with a premium finish you'll be proud of.

A healthier home

Free of nasty solvents and smells, our low odour, low VOC formula helps create a healthier home from the very first coat.

There's more to paint than colour

Paint that does more

Heroes Pure is the paint for people who want decorating to do more than just change the colour of their room
For most paints, the job is done once they’ve dried – but what if your paint could help create a healthier home for your family?
Heroes Pure keeps protecting your family long after the decorating is finished
Clever air-purifying technology gets to work removing harmful airborne pollutants, so your family can breathe cleaner air

A healthier home starts here

Every wall can create a healthier home

Our homes are filled with everyday items, from furniture and flooring to carpets, that slowly release harmful formaldehyde into the air without us ever realising.
Recognised as a human carcinogen, formaldehyde is one of the most common indoor air pollutants found in our homes
It can contribute to headaches, eye, nose and throat irritation and may trigger symptoms relating to asthma
Long after the decorating is finished, Heroes Pure seeks out and removes formaldehyde to create cleaner, healthier air for your family
A low VOC, low odour formulation means fewer nasties are released into your home

HOW IT WORKS

Pure Air Technology

Heroes Pure paint tin

FORMALDEHYDE IS RELEASED

Formaldehyde gets gradually released into the air without you even knowing.

PURE AIR TECHNOLOGY GETS TO WORK

Using an active formaldehyde scavenger, Pure Air Technology locks onto and binds to airborne formaldehyde.

THE AIR IS PURIFIED

Once bound, the formaldehyde is converted into a harmless compound, helping create cleaner air throughout your home.

ALL DAY PROTECTION

Unlike some air-purifying technologies that rely on sunlight, Heroes Pure keeps working day and night, quietly protecting your home every day.

Engineered for family homes

Ready for whatever life brings

Every paint claims to be high quality, but we wanted to build one that lives up to the claim
A class 1 scrubbable finish (the highest you can get) means fingerprints, splashes and marks wipe away easily
We’ll colour match 1,000s of colours, so you never have to choose between the paint you want and the colour you love
We use the finest Italian pigments and 36% more volume solids than a leading paint, meaning more of the ingredients that give your walls a rich colour and beautiful appearance you’ll love coming home to
Seriously good opacity (for better coverage in fewer coats) makes decorating quicker and easier

How to apply

The Heroes System

Take a healthier home one step further

Whether you’re fighting mould now or want to keep it away from your freshly decorated walls, now’s the time to act. Add Heroes Shield to your plans and tackle mould while you decorate your room.

Helps fight mould and keep it away

Apply Shield first, then Pure in your chosen colour

Use Shield + Pure together as the Heroes System

Discover The Heroes System

Frequently asked questions

Things worth knowing

For years, we’ve all judged paint by how it looks and how well it applies. Those things still matter, but today your paint can do more than simply transform the look of a room.

If you’re already investing the time, effort and money to decorate, it makes sense to choose a paint that can do some good for you.

After all, if two paints deliver the same beautiful finish, but one also helps improve the air your family breathes every day, for us it’s an easy choice to make.

There’s no right or wrong place to use air-purifying paint. Whether you’re refreshing one room or redecorating your whole home, Heroes Pure gives you all the benefits of a premium interior paint, with the added advantage of improving the air in your home.

We want Heroes Pure to earn its place on your walls because it’s a brilliant paint, not just because it purifies the air. That’s why we’ve spent just as much time creating of formulation that gives a depth of colour, a rich, even finish and effortless application and that’s tough enough for busy family life as we have developing the air-purifying technology.

Yes. Every Heroes product is designed with the rooms that matter most in mind, especially nurseries and children’s bedrooms. With its low VOC, low odour formulation and air-purifying technology, it’s there to keep quietly working long after you’ve finished decorating. Helping families create healthier spaces for little ones is exactly why we created Heroes.

Rather than asking you to choose from our colours, we’d much rather help you get any colour you want. We just don’t think finding a paint you love should mean leaving your favourite colour behind.

We professionally colour match thousands of shades from leading paint brands. Simply tell us the colour name and the brand or colour range its from and we’ll mix it specially for you.

USEFUL INFO

Even heroes need a little help