When it comes to specifying white emulsion paint, decorators routinely juggle a number of competing priorities: opacity (how well the paint covers dark or coloured substrates), durability (resistance to scuffs, marks and regular cleaning), propensity to flash (uneven sheen in strong light), ease of application, cost and even the feel of the roller as it glides across a ceiling or wall. With so many brands on the market, each claiming to outperform the rest, it pays to draw on the hard-won experience shared by professional painters and decorators. Below, based solely on decorators’ opinions, is a distillation of the most highly recommended white emulsions in various categories.
Key Selection Criteria
- Coverage in Two Coats
- Cutting down coats from three or four to two saves labour time and client cost. Several decorators cited brands that reliably cover in two coats even over dark or highly pigmented backgrounds.
- Durability and Cleanability
- For hallways, kitchens and other high-traffic areas, a cleanable or scrubbable matt finish is essential. Scrub ratings quoted ranged from standard durable to ultra-durable (20,000 scrub cycles).
- Flash Resistance
- “Flashing” describes uneven sheen when light hits a ceiling or wall at certain angles. A non-flashing finish ensures consistent matt appearance, especially important in rooms with large windows.
- Whiteness
- Some brands lean towards off-white or grey-white. Pure bright white base is often preferred to avoid muddiness.
- Ease of Application
- A paint that flows smoothly, levels well and doesn’t clog rollers speeds up the job.
- Value
- Budget paints may save money but can require extra coats or show marks. Trade-only products cost more yet provide performance and touch-up capability that DIY-grade emulsions cannot match.
Top Picks for High-Opacity Coverage
1. Isomat Premium
Consistently championed for exceptional opacity and flat matt finish, Isomat Premium was mentioned by multiple decorators. Tim W. reported its “20,000 scrub rating” and toy-safe certification, while numerous decorators simply praised its ability to cover dark colours in two coats with minimal flashing. It enjoys a reputation as the “go-to” durable matt where budget allows.
“If you can find a better emulsion anywhere, buy it.” — Tim W.
2. Albany Supercover (AF1)
Albany’s Supercover AF1 is often cited as a reliable emulsion, covering in two coats over nearly any undercoat or mist coat. Mark B. and Mark M. both recommended it for jobs requiring rapid turnaround, noting good availability through Brewers and specialist stockists.
“Albany Supercover – never had an issue with it.” — Mark B.
3. B&Q GoodHome Ultra Cover
For decorators working on volume in self-build or rental properties, GoodHome Ultra Cover from B&Q earned strong praise for its value-for-money and surprisingly high opacity. Several decorators found it covered grey and magnolia bases in two coats, and it “won’t flash” on ceilings.
“GoodHome Ultra Cover covers in two, guaranteed.” — Jamie W.
4. Wickes Trade Ultra Matt
Wickes’ Trade Ultra Matt was recommended as a retail-available alternative that lives up to some trade-only brands. Cloie L. and Joe E. each noted its ability to cover dark grey backgrounds in two coats, making it a solid budget-friendly choice.
“Covers dark grey in two coats with no problem.” — Cloie L.
Best for Durability and Washability
1. Crown Clean Extreme
When washable white emulsion is required—for corridors, near staircases or family kitchens—Crown Clean Extreme featured heavily. Decorators praised its scrubbable finish and resistance to staining, although some noted it tends toward a slight sheen.
“Crown Clean Extreme: excellent coverage and a reasonable price.” — Jon T.
2. Valspar Tough Matt (Trade)
Valspar’s trade offering was singled out by Ian C. as “absolutely solid” in durability, while Daniel J. Wilson highlighted its excellent price-to-performance ratio and touch-up stability. It repeatedly featured in top-five lists of most durable emulsions.
“Valspar is tough, marks very little even in busy hallways.” — Daniel J. W.
3. Zinsser AllClean / Perma-White
For specialist environments—bathrooms, kitchens or rental units requiring mould resistance—Zinsser AllClean or Perma-White were recommended. Ross H. described Perma-White as “slightly cheaper than Diamond Matt and way tougher”.
4. Scuff X (Eggshell)
Where budget is no object, Scuff X eggshell emerged as “bulletproof” and “perfect for walls that get wiped down”. Several decorators noted that, although pricey, its coverage and scrubbability justify the cost when longevity matters most.
“Scuff X is fantastic stuff, but not cheap.” — Rich B.
Non-Flashing Ceilings and Touch-Up Stability
1. Dulux Ultra Matt
Across recent threads, Dulux Ultra Matt became the favourite ceiling paint to avoid flashing. Paul O. claimed it was “loads better than AR2” in whiteness, while others noted its bright white finish and smoother roller application.
“Only ceiling paint we use now, never flashes.” — Dave M.
2. Tikkurila AR2 / Anti Reflex
Tikkurila’s AR2 (also known as Anti Reflex 2) stands out for its non-reflective properties and consistent matt finish. Numerous decorators, including Joe H. and Tony K., placed it at the top of their ceiling-paint lists.
“AR2 is the best for ceilings, no contest.” — Ian C.
3. Johnstone’s Perfect Matt
For touch up and critical light conditions, Perfect Matt by Johnstone’s offers ease of blending. Joe H. and others found it blends seamlessly over old paint, making it ideal where pristine finishes are demanded.
“Perfect Matt by Johnstone’s is my choice for walls, AR2 and Eclipse for ceilings.” — Joe H.
Budget-Friendly Options
1. Armstead Contract Matt
At around £17 for 10 L, Armstead Contract Matt is one of the cheapest trade-sized emulsions available. While not the whitest, its coverage is solid for bulk work such as rental refurbishments.
“Armstead at £17/10 L in Dulux stores is a steal.” — Antony P.
2. Leyland Hardwearing Matt
Leyland’s Hardwearing Matt or Super Leytex contract matt delivers a sound flat finish at a modest price. It covers well and is impervious to flashing when applied correctly.
“Leyland Super Leytex is excellent for ceilings.” — Simon W.
3. B&Q GoodHome Tough & Durable
As a step up from GoodHome Ultra Cover, the durable version adds vinyl for extra washability while remaining within DIY-store budgets. Barry F. found it “covered a treat at £34/10 L”.
“GoodHome Durable hasn’t let me down yet.” — Ruben S.
Specialist and Premium Picks
- Farrow & Ball Dead Flat
For the ultimate ultra-flat finish that conceals wall imperfections, Farrow & Ball’s Dead Flat is unmatched. Its cost confines it to prestige projects rather than volume work. - Mylands Marble Matt
A high-end heritage brand, Mylands’ Marble Matt provides a chalk-flat finish for period properties and luxury interiors. Its opacity is excellent, though it tends to require a primer on new plaster. - Tikkurila Optiva 5 / OP5 Ceramic
Among Tikkurila’s trade offerings, Optiva 5 Ceramic (often called OP5) delivers a fine balance of washability and matt finish. Nick J. and Paul M. recommended it as “great stuff” and “all-day long” for durability and minimal flashing.
Choosing the Right Paint for Your Project
- Ceilings Only
- Opt for a non-flashing matt: Dulux Ultra Matt, Tikkurila AR2 or Teknos Ceiling paint.
- Walls in High-Traffic Areas
- Prioritise cleanability and scrubbability: Crown Clean Extreme, Perma-White or Scuff X.
- Dark-to-White Transformations
- Use high-opacity emulsions: Isomat Premium, Albany Supercover or GoodHome Ultra Cover.
- Budget Volume Work
- Balance cost and coverage: Armstead Contract Matt, Wickes Trade Ultra Matt or GoodHome Tough & Durable.
- Prestige Finishes
- Specify luxury matt paints: Farrow & Ball Dead Flat, Mylands Marble Matt or Zinsser Perma-White in mould-resistant formulations.
Conclusion
No single white emulsion reigns supreme in every scenario. Instead, the decorator’s choice hinges on the balance between coverage, durability, flash resistance and cost. By drawing on the collective wisdom of professional painters—testing a short-list of the above recommendations and matching them to project priorities—you can deliver a finish that satisfies clients, speeds up application and minimises callbacks for extra coats or touch-ups.
