Laura Ashley Paint Review – Matt Emulsion

Updated May 5, 2024 | Posted Aug 31, 2019 | Professional insight, Product Advice | 10 comments

The quality of Laura Ashley wallpaper comes under fire on the Decorators Forum UK regularly. Some decorators like it, most hate anything associated with the brand. In this article, I’m going to give you my thoughts on the shop, and a full Laura Ashley paint review.


The Laura Ashley Shop


Let’s talk about the shop first of all. Not only are Laura Ashley products stylish, but they have one hell of a range under one roof. Their staff, from what I’ve seen, are friendly, well trained and very helpful. Anyone can go in off the street, choose a table they like, then be shown a full array of soft furnishings, paint colours and wallpaper that are pre-thought out and carefully chosen because they will work with that table and each other. This makes designing a room very easy, but it does steer you towards sticking with the Laura Ashley brand throughout.


The Science of Paint


Laura Ashley do what is supposed to be a “vinyl matt”, meaning the materials and pigment in the paint are bonded together with a polymer (the “vinyl” bit of the name). This basically locks everything together, the more polymer in the paint, the more durable that paint is. Contract matt is a cheaper alternative to vinyl matt and contains a lot less of these binders. It all comes down to the budget the paint is made to.


Laura Ashley Vinyl Matt Review


Well Laura Ashley is more like a contract matt than a vinyl, which causes problems as contract matt is not designed to be a finish coat. The paint is difficult to apply because it drags. This means it can be hard to hide roller marks and picture framing. Once dry, you could remove the paint with a wet cloth and a bit of elbow grease! The paint will also absorb water and odor meaning it will mark easily. Oh, and they must have skimped on the pigment too because even though you’re paying through the nose, you sometimes need to apply a third coat! It is shocking to be honest; I always get a Laura Ashley colour matched to a better brand of paint now.


The Price


No good news on the price I’m afraid. A paint chemist once told me, it is easy to manufacture a good quality expensive paint. The trick is to manufacture a good quality paint which at a reasonable price. Well, Laura Ashley have created a low quality paint for a high price tag.



Laura Ashley Paint Review - Matt Emulsion - Decorator's forum UK

This is a designer vinyl matt emulsion used to paint interior walls and ceilings.

Product Brand: Laura Ashley

Editor's Rating:


  • Nice colours? (this is the only thing I can think of).


  • Poor finish.
  • Drags on application.
  • Not very durable.

This blog was written by Mike Cupit, a Professional Decorator of over 20 years and owner of Decorators Forum UK.

Updated May 5, 2024 | Posted Aug 31, 2019 | 10 comments

About the Author

About the Author

Mike Cupit has been in the decorating industry since 2002 and has mostly worked as a Trade Decorator in the domestic sector (peoples’ homes). Self-proclaimed “product geek”, Mike has a passion for paint and decorating tools. Mike now spends most of his time testing paint products and tools, comparing them to similar products on the market, and blogging about the industry in general.


  1. Fay prenga

    Its over priced but I personaly like it.
    Shades are varied and the mat paint is very chalk based. This leaves a loverly old fashioned touch.
    I am non aware if they do silk or gloss fir more shiny feels.

  2. Jane

    I’m going to have a big paint job done on nearly all rooms in the house. Reading this may have saved me a large amount of money. I will use Laura Ashley paint and colour match it for a better quality paint.
    Independent reviews are really helpful. Thank you.

  3. MarkN

    Personally having used this paint extensively I think the reviewer is talking tripe! The paint goes on like a dream leaves a brilliant colour and if I’ve ever had to use two coats it because the paint I was covering couldn’t be hidden….definitely not three coats! But l guess this reviewer is someone who thinks Valspar is good quality.

    • Mike Cupit

      bit rude, but ok

    • Mike Cupit

      Thank you for your comment Mark. I’m a qualified decorator with 23 years’ worth experience. Valspar as a brand is owned by Sherwin Williams who are the biggest trade paint manufacturer in the world. Their trade, or V700 range is generally premium quality, bare a couple of products. The quality of Laura Ashley is often the punchline to a lot of decorators’ jokes. However, I wrote this review without prejudice. If you are qualified to, I’d be happy to publish conflicting content from your end, as long as it isn’t misleading.

      • Alison Blackmoore

        Well said!!

        • Mike Cupit

          thank you

      • Alison Blackmoore

        Hi Mike, I’ve just used some 2 year old Laura Ashley paint to touch up one wall and it really stinks, do you think this is because it’s so old and should probably go on the bin?

      • Julie

        I used to use Laura Ashley paint and I loved it, preferring it to Farrow & Ball, but this was 5 years ago. Having recently purchased a tin of Pale Steel from Next, it is a different tone to the original from a Laura Ashley store and the quality is no where near as good as it was. I know it is now made by Graham & Brown, not sure if it was the same manufacture as it was back in the heyday of LA, but the paint is certainly inferior to it’s original. I shan’t be buying it anymore.

  4. Phil Q

    Having just used 5 litres of Matt Cotton White, I have to agree with Mike Cupit.
    Even though it was covering an already white lounge ceiling, after 2 coats it is incredibly patchy with lots of roller marks. Not easy to apply either.
    Shall have to start again, so a big waste of time & money.


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