Pure & Original - Premium lime paint and textured finishes
From breathable limewash to tadelakt-like texture, coloured with 100% natural and organic pigments — a depth and movement no other paint can give.
Lime paint, texture and depth, in their most beautiful form
Pure & Original is a Dutch paint house, founded in 2006, and one of Europe's reference makers of decorative lime paint and textured wall finishes. Its strength is the kind of colour an ordinary emulsion can't give you: breathable lime paints with soft, cloudy movement, and mineral textures — from tadelakt-like surfaces to a genuine microcement alternative — that turn a flat wall into something alive.
The range reaches almost every surface in the home — indoors on walls, furniture, stairs and floors, and outdoors on woodwork and façades — but its heart is lime and texture for the wall. Pronounced colours or greyed tones, ultra-matte through high gloss: whatever the surface, the goal is the same, rich and layered colour with real depth.
The paint is still made the authentic way, in a small family-run factory in Belgium that has been making paint for more than 70 years. Each tin is coloured only once your paint type and shade are chosen — so nothing is over-produced, and craftsmanship passes from one generation to the next.
Sustainable by design, not as an afterthought
Pure & Original stands for the best quality and the smallest possible ecological footprint — from raw material to the wall. Every product is water-based and ethically produced, where only the best raw materials and minerals go into the paint.
Water-based
Low odour, easy to apply and at least as strong as oil-based paint — in every gloss level, from velvet and lime matte to high gloss.
100% natural pigments
Coloured with natural and organic pigments that give shades a depth and harmony synthetic tints can't reach.
Lowest possible VOC
Always below EU limits. Fresco lime paint and Marrakech Walls are completely VOC-free, as are the pigments.
CO₂-absorbing
Lime paints actively absorb CO₂ from the air as they cure — playing the same role indoors that trees do outside.
Safe at home
Child-friendly and low-odour, suitable for sensitive users and people with allergies. Safe for the air you breathe.
Cruelty-free
Never tested on animals. Only the Kalei brushes use natural bristle — everything else is animal-testing free.
Made to order
Paint is coloured only once your type and shade are chosen, so supply matches demand and nothing is over-produced.
Recyclable packaging
Durable iron tins and PET labels, both 100% recyclable, shipped in recycled and recyclable cardboard.
Where it works
One paint house for almost every surface in the home — but at its best on walls, where lime and texture come alive. For humid rooms and high-wear surfaces, simply finish with the matching sealer or protector.
Three steps to a perfect finish
- Primer. Prepare and prime the surface — walls or wood — for even absorption and a flawless base.
- Paint. Apply your chosen colour and paint type, usually in two coats, for full depth and coverage.
- Protect. Seal where it matters — bathrooms, kitchens, floors, woodwork — with the matching finisher.
Find your colour and texture
From calm neutrals to deep, expressive tones — and from a smooth lime wash to sculpted, tactile texture — the Pure & Original palette offers endless ways to shape a wall. Explore the moodboards to find a combination that reflects your style, or to spark one that is uniquely yours.
The range
At its heart, Pure & Original is a house of decorative lime paints and textured wall finishes — these lead the range below, from breathable Fresco lime paint to tadelakt-like Marrakech Walls and the microcement alternative, Massif. Choose your finish and we'll help with the right primer and protection.
Lime & texture — the heroes
Fresco
Lime paint (limewash) · VOC-free · breathable
Pure & Original's signature lime paint — authentic limewash with soft, cloudy nuances that shift across the wall and give it a quiet movement no flat emulsion can. VOC-free, CO₂-absorbing and naturally resistant to mould and bacteria — beautiful in living rooms and bedrooms, and ready for bathrooms and kitchens once sealed.
| Sample (300 ml) | €24.20 |
| 1 L | €65.75 |
| 2.5 L | €147.95 |
| 5 L | €248.90 |
Apply with the Fresco Pro Lime Brush, or a clean, grease-free cotton cloth for a unique hand-worked look. No dilution needed.
Marrakech Walls
Lime plaster · tadelakt & concrete look
A decorative lime plaster finish with a seamless, tadelakt-like concrete look. Sculpt texture, movement and depth across a wall — from soft cloud to polished stone. Finish with a sealer for humid rooms such as kitchens and bathrooms.
| 2.5 L | €159.90 |
| 5 L | €319.10 |
VOC-free. Apply with the Marrakech Walls spatula; protect with Dead Flat Eco Sealer, Lime Soap or Italian Wax.
Massif
Mineral stucco · microcement alternative
A mineral stucco coating (over 85% mineral) and a far more ecological alternative to microcement. Highly ductile, so it resists cracking; cures extremely hard and impact-resistant; and works indoors and out across many substrates. Applied with a spatula and spreader.
| 4 kg | €108.30 |
| 8 kg | €197.30 |
| 16 kg | €358.70 |
Protect with Varnish 1K or 2K Ultra Matte (water-based); maintain with Massif Care.
Mineral façade paints
Calx Kalei
Mineral lime façade paint · breathable
A lime-based mineral façade paint that bonds with the substrate and lets walls breathe. Naturally mould-resistant and deeply matte, for characterful, weather-resistant exteriors with the honest look of true mineral paint.
| 5 L | €298.65 |
| 10 L | €542.70 |
Quartz Kalei
Mineral quartz façade paint · durable
A quartz-reinforced mineral façade paint for a tougher, highly weather-resistant exterior finish. Breathable and mineral-matte, it protects façades while keeping the natural look of mineral paint.
| 15 kg | €317.40 |
Finishes with shine — the Elements Collections
For colour with light in it: the Elements Collections add a luxurious metallic shine to two of the range's paints.
Classico Elements Collection
Chalk-based · metallic shine
The velvet-matte Classico, enriched with a soft metallic shimmer that catches the light without turning theatrical.
| 250 ml | €17.90 |
| 1 L | €65.90 |
| 2.5 L | €119.50 |
Traditional Paint High-Gloss Elements Collection
Lacquer · full metallic gloss
The durable Traditional high-gloss lacquer with a deep, luminous metallic finish — for woodwork and detailing meant to draw the eye.
| 0.5 L | €47.85 |
| 1 L | €79.05 |
| 2.5 L | €188.10 |
Everyday finishes
For a flawless flat colour rather than texture.
Classico
Chalk-based paint · velvet matte
A chalk-based wall and furniture paint with a deep, velvety, uniform matte and excellent coverage.
| Sample (250 ml) | €14.30 |
| 1 L | €56.50 |
| 2.5 L | €100.95 |
| 5 L | €178.10 |
| 10 L | €346.10 |
Licetto
Washable wall paint · matte
A hard-wearing, hyper-washable matte for busy spaces — hallways, kitchens and children's rooms — keeping a soft matte look while standing up to daily cleaning.
| 1 L | €61.55 |
| 2.5 L | €128.35 |
| 10 L | €406.55 |
Traditional Paint
Lacquer for wood & metal · indoor & outdoor
A durable water-based lacquer for woodwork and metal, inside and out — doors, trim, furniture and façade detailing. Available in two finishes: Eggshell (soft satin) and High-Gloss.
| 0.5 L | €43.50 |
| 1 L | €71.20 |
| 2.5 L | €169.90 |
Primers — the prime step
Finishes & protection
Decorative
Prep & care
Tools & brushes
Try before you commit
Frequently asked questions
What's the best way to apply Pure & Original decorative paints?
Each product page carries a technical data sheet that sets out exactly which surface a paint is for and the best way to apply it — clearly explaining what you can and can't do with it. If anything is unclear, just ask us.
Can anyone do it?
Yes. Anyone can apply P&O paints, because they come ready to use, although we recommend a professional for Fresco, Marrakech and Massif. If a question remains, please get in touch.
Are the products environmentally friendly?
They meet the strictest environmental and quality requirements. Every product is water-based, and we treat them as sustainably as possible — recognised with an (eco)label. Almost all paint is packed in iron tins, far more durable than plastic and 100% recyclable.
What's the difference between emulsion paint and lime paint?
Emulsion paint gives a uniform, even, finish. Lime paint carries natural colour nuances — the subtle, cloudy variation of a real limewash that makes every wall unique.
How do you apply Fresco lime paint?
With the Fresco Pro Lime Brush — a generous block brush that spreads the lime paint beautifully across the wall. Check the video ↗ You can also work it with a clean, grease-free cotton cloth, rubbing the paint onto the wall in loose movements for a truly one-of-a-kind look.
Do you have to dilute lime paint - and how do the nuances appear?
Fresco needs no dilution. As a natural product, its thickness varies from colour to colour. The first coat can show strong nuances that soften once the second goes on. Those nuances happen naturally — they come from the ingredients the paint is made with, lime chief among them. The nuances read more strongly in a darker colour than in a light one.
Can you use Fresco lime paint in a bathroom?
Yes. Lime paint is breathable and resistant to mould and bacteria, which makes it ideal for bathrooms and kitchens. Finish it with a sealer — Dead Flat Eco Sealer, Lime Soap or Italian Wax — to protect against moisture and splashes and allow gentle wiping. We don't recommend areas with heavy direct water contact, such as the shower.
Can I use Marrakech Walls in a bathroom or kitchen?
Yes. Once Marrakech Walls is finished with a sealer — Dead Flat Eco Sealer, Lime Soap or Italian Wax — it's protected against moisture and splashes. That makes it suitable for humid rooms, or anywhere you'll regularly wipe the wall with a damp cloth, such as the kitchen. We don't recommend Marrakech Walls in zones with heavy direct water contact, like the shower.
What's the difference between Massif and microcement?
Massif is far more ecological than microcement. Cement production releases a great deal of CO₂ — it is one of the world's largest industrial sources. Massif is over 85% mineral and highly ductile: where cement is rigid, can shrink and is more prone to cracking, Massif absorbs a degree of movement and so minimises cracking (always depending on the substrate). It can be applied indoors and out, cures incredibly hard and is super impact-resistant.
How do you apply Massif?
With a spatula, then a spreader. Check the video ↗
How do you protect Massif?
With our 1K or 2K varnish, depending on the room. Both are water-based and highly resistant.
Do you always need a primer?
We recommend it because it's the best way to avoid problems. Pure & Original always works in three steps: 1) Primer, 2) Paint, 3) Protection (depending on the paint).
Do you have colour samples?
Yes — though not for every product. We have samples in Fresco lime paint and Classico Chalk Paint, plus hand-painted A5 colour cards.
Tell us about your space, surface and goals. We'll help you choose the right colour, paint type, primer and protection — and handle your order from start to finish.
Dare to Colour and create something uniquely yours.
hello@pigmentco.com
+351 918 048 368