No Hiding Behind the Label: Brouns & Co Challenges Paint Industry Greenwash.

Brouns & Co makes linseed oil paint. That already sets it apart in an industry full of plastics, petrochemicals, and confusing labels. But for founder Michiel Brouns, this is about more than just offering a better product. It is about being honest, clear, and holding the wider industry to account.

By signing The Anti-Greenwash Charter, Brouns & Co has made a public commitment to truthful communication and transparent claims. It is a move that reflects the company’s values and its frustration with how many competitors choose to operate.

A Closer Look at Paint Claims

Michiel began his career working with historic buildings, where natural, breathable materials are essential. That is where he discovered linseed paint. Over time, it became clear that this traditional material was not just good for older buildings, but also better for people and the environment.

What frustrates Michiel is how many mainstream paints are marketed using misleading language. One example he often points to is the term “water-based.”

“People hear ‘water-based’ and assume it’s better. But in most cases, it just means it is plastic mixed with water. That’s not sustainable, and it’s not honest.”

A Business Model That Does Not Depend on Repainting

Unlike most paint companies, Brouns & Co does not design products to wear out quickly. Its linseed paint is made to last and can be refreshed with minimal effort. While this is great for the customer, it does not fit the usual model of repeat sales and fast product cycles.

“I’ve had banks ask me what happens when people don’t need to repaint. My answer is simple. That means we’ve done our job properly.”

Michiel believes many companies rely on selling products that fail too quickly. This leads to more sales, but it is bad for customers and the planet.

Why Brouns & Co Signed the Charter

For Brouns & Co, signing The Anti-Greenwash Charter felt like a natural step. It helped the team define how they talk about sustainability and gave them a clear framework for reviewing claims.

“It confirmed what we already believed, but it gave us stronger tools. It also helped us train our team and avoid vague messages that could mislead people.”

The company has now developed a full Green Claims Policy and uses it to check both marketing and technical content before it goes public.

What Needs to Change in the Industry

Michiel wants to see more honesty in how paints are marketed. He believes that schemes offering companies a badge for just one good product, while ignoring the rest, are part of the problem.

“If 99 percent of what you sell is plastic, you should not be rewarded for the one natural product you offer on the side.”

That is why he values the Charter. It does not offer shortcuts. It expects companies to be consistent, clear, and open to review.

Final Thoughts

Brouns & Co is showing that it is possible to succeed by doing the right thing. Their approach is based on real transparency and a commitment to helping people make informed choices.

“This is not just about marketing. It is about respect. Respect for the customer, for the environment, and for the truth.”

Be Recognised for Your Commitment to Responsible Communications

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now