Gush is a Singapore-founded brand offering air-purifying paints that improve our environment.

Brand Snapshot

When manipulated well, our physical environment can be mood altering – and we’ve got so much at our disposal to help it work that magic. Think furniture, lighting, (too many) decorative cushions, even the colour of our walls.

And in choosing what to coat our rooms in, we have always based our selection on largely aesthetic metrics. Shades, tones, hues. With limited other innovations (how much more tin-y can a tin get?), paint companies turned to the subjective experience to improve the decision-making journey. Paint names became an art form in their own right. They are, at times, almost genius in their non-sensical but accurately evocative descriptions. It is paint-poetry. Elephant Breath. Kitten Whiskers. Modern Eggshell. Sulking Room Pink.

Nevertheless, the hardest working part of paint ultimately remains the colour we can see. Gush, however, is making it work harder in ways we cannot. If we reason backwards, it appears they may have started with a simple question – if a lick of paint can make our physical space look better, why can’t it change it for the better too? By teaming up with scientists, the Singapore-based brand Gush has created paint formulations that might be best termed as decorative-useful. Amongst many things, they clear the air of pollutants and help with humidity.

Their brand identity, rather than leaning into craft aesthetic codes (like a Farrow & Ball), plays boldly with the science that underpins its promise. Paint becomes a product of the laboratory rather than the studio, of petri dishes as much as pigments. It’s this innovative base layer that differentiates Gush, making paint into a quiet operator, an unexpected worker ant that does its bidding behind the scenes, asking only for appreciation not attention.

And given there might be few things more universal than walls, paint that functions as well as it looks will likely find application everywhere.