August 8, 2026 · Updated October 20, 2026 · Paint Brands · By Marco Rossi
Both are premium paints that outperform big-box brands. Benjamin Moore edges ahead for colour accuracy, touch-up performance, and GTA painter preference. Sherwin-Williams competes strongly on availability and pricing promotions. For Toronto homes, Benjamin Moore Aura or Regal Select are our default recommendations - but Sherwin-Williams Emerald is equally capable in the right situations.
Every year, Toronto homeowners ask us some version of the same question before a project starts: "Should I buy Benjamin Moore or Sherwin-Williams?" It's a reasonable question - both are premium brands, both cost significantly more than big-box alternatives, and the wrong choice on a large project can mean real money. After using both brands on hundreds of GTA projects, here's our honest assessment.
Before comparing the two, the most important thing to understand: both Benjamin Moore and Sherwin-Williams premium lines dramatically outperform the paint sold at Rona, Home Depot, and Canadian Tire. Better hide, better coverage per coat, better durability, and significantly better colour accuracy. If you're currently buying big-box paint to save money, switching to either of these brands is a bigger upgrade than any comparison between them.
| Category | Benjamin Moore | Sherwin-Williams |
|---|---|---|
| Top Interior Line | Aura Interior | Emerald Interior |
| Mid-Tier Line | Regal Select | Duration |
| Colour Range | 3,500+ colours | 1,700+ colours |
| Coverage per Coat | Excellent (Aura) | Excellent (Emerald) |
| Touch-Up Performance | Industry-leading | Good |
| Retail Locations in GTA | Independent dealers only | Own stores + retailers |
| Typical Sale Pricing | Occasional | Frequent (30-40% off) |
| GTA Painter Preference | Primary choice | Strong secondary |
Benjamin Moore's colour library is significantly larger than Sherwin-Williams' - over 3,500 colours versus roughly 1,700. For Toronto homeowners who want to match a specific designer colour, existing furniture, or a very precise shade, Benjamin Moore's depth is a real advantage. The Historical Colours collection and the Affinity collection are particularly well-curated for period Toronto homes and contemporary interiors respectively.
Sherwin-Williams has more than enough for most projects, but if you're trying to find a very specific warm white or a nuanced greige, you're more likely to find the perfect match in the Benjamin Moore system. Benjamin Moore also has a reputation for colour consistency between batches - matching a colour mixed at different times or in different locations is reliable.
At the premium tier - Aura vs Emerald - both paints deliver exceptional one-coat hide on most colour-to-colour applications. Aura's colour lock technology is particularly impressive when transitioning from very dark to very light colours or vice versa. Emerald is no slouch; it handles most situations equally well.
Where you'll notice a real difference is in the mid-tier lines. Regal Select (Benjamin Moore) consistently outperforms Duration (Sherwin-Williams) on hide and scrub resistance in our experience. If you're working with a contractor who recommends a mid-tier option to manage project cost, Regal Select is our preference.
This is where Benjamin Moore genuinely leads, and it matters a lot for residential painting in Toronto. When you need to touch up a small scuff or nail hole six months after a project, touch-up performance determines whether you can see the repair or not.
Benjamin Moore Aura is widely considered to have the best touch-up performance of any premium interior paint. The colour doesn't shift between application and cure as much as many competitors, and the finish level matches better when applied to an aged, existing coat. Sherwin-Williams Emerald is good, but touch-up patches can be more visible, especially in satin and eggshell finishes.
Benjamin Moore's range is easiest to understand as a ladder. Aura sits at the top: the best colour depth and hide in the line, and the one most of our crews choose for principal rooms. Regal Select is the workhorse middle rung, with good hide and scrub resistance at a noticeably lower price. ben is the entry-level interior line, suitable for rentals, ceilings and low-traffic rooms. Natura is the zero-VOC, low-odour option, which matters for nurseries, occupied homes and condo suites where neighbours will smell what you paint.
Premium tier. Best colour accuracy and touch-up behaviour; our default for living rooms, bedrooms and trim on higher-end projects.
Mid-tier value. Strong hide and washability for hallways, kids rooms and rental-turnover work.
Entry tier. Fine for ceilings, closets and low-traffic spaces where budget matters more than finish refinement.
Zero-VOC and low odour. The line we reach for in occupied homes and condos.
Sherwin-Williams organizes its range similarly. Emerald is the flagship: excellent washability and a durable, smooth film that holds up well in kitchens and bathrooms. Duration is built around durability and stain resistance, and it is a strong performer on exteriors where freeze-thaw and UV take their toll. SuperPaint is the dependable mid-tier line, a sensible choice when a project needs good coverage without flagship pricing. Harmony is the zero-VOC, odour-reducing option and the closest match to Benjamin Moore Natura.
Flagship tier. Very washable and durable; excellent for kitchens, bathrooms and busy family homes.
Durability-focused. A strong choice for exteriors facing Toronto freeze-thaw cycles and summer UV.
Mid-tier. Reliable coverage and finish at a lower price than Emerald.
Zero-VOC and odour-reducing. Popular for condos and occupied homes.
Whichever line you choose, the brand matters less than matching the product to the surface and the room. A flagship paint applied over poor prep will fail before a mid-tier paint applied properly, which is why our interior painting process spends as much time on preparation as on the finish coats.
At full retail price, both brands are comparable - expect to pay $75-$95+ per gallon for premium interior paint in the Toronto market in 2026. The difference is promotional pricing. Sherwin-Williams runs aggressive 30-40% off sales multiple times per year, and during those windows, Emerald becomes significantly better value per gallon than Aura.
If your contractor is timing a project to a Sherwin-Williams sale, that's smart planning - not a quality compromise. The paint itself is excellent. The question is whether the timing works for your project schedule.
Benjamin Moore rarely discounts Aura significantly. Dealers occasionally run their own promotions, but deep percentage-off sales are uncommon. If price is the primary factor and your contractor is flexible on timing, Sherwin-Williams Emerald on sale is strong value.
Toronto's freeze-thaw cycles, high summer UV exposure, and salt spray from winter roads put real stress on exterior paint. Both Benjamin Moore and Sherwin-Williams have strong exterior lines designed for cold climates.
Excellent UV resistance and adhesion. Lifetime warranty on the paint film. Handles temperature extremes well. Our preferred choice for wood siding on older Toronto homes where expansion-contraction is a real factor.
Comparable durability, with strong mildew resistance. Lifetime limited warranty. Performs particularly well on stucco and masonry - common on mid-century Toronto homes. Rain-ready faster than some competitors.
Typical 2026 shelf prices per gallon in the Toronto market are shown below. Exact prices vary by dealer, sheen and colour, and Sherwin-Williams in particular runs frequent promotions.
| Product tier | Benjamin Moore | Sherwin-Williams |
|---|---|---|
| Premium interior | Aura, about $95-$110 | Emerald, about $90-$105 |
| Mid-tier interior | Regal Select, about $80-$95 | SuperPaint, about $75-$90 |
| Zero-VOC | Natura, about $90-$105 | Harmony, about $85-$100 |
| Premium exterior | Aura Exterior, about $95-$110 | Duration, about $85-$105 |
Paint is typically 15-25% of a professional job's total cost, so the brand choice moves your final quote far less than labour and prep do. For a full breakdown of what a repaint costs in total, see our room-by-room painting cost guide.
Cabinets are where the brand question gets a clearer answer. Benjamin Moore Advance is a waterborne alkyd that levels to a smooth, hard, factory-like finish and is the product most Toronto cabinet painters treat as the standard. Sherwin-Williams Emerald Urethane is a strong alternative, with excellent durability and a similar sprayed finish. Either works well when properly degreased, sanded, primed with a bonding primer and sprayed; the application matters more than the label. If you are weighing a repaint against new doors, our cabinet painting cost guide and cabinet painting service page lay out the options.
When our crews are given a free choice on a project, they reach for Benjamin Moore Aura first - specifically for interior walls, ceilings, and trim work on higher-end residential projects. The reasons are consistent across our team:
That said, we use Sherwin-Williams Emerald on many projects - especially when a client has a preferred Sherwin-Williams dealer, when timing a Sherwin-Williams sale makes sense, or when painting masonry, stucco, or specialty surfaces where specific Sherwin-Williams products lead.
Benjamin Moore Aura Interior - best colour accuracy, touch-up performance, and finish quality.
Benjamin Moore Regal Select - better than Sherwin-Williams Duration at comparable price points for interior applications.
Sherwin-Williams Emerald on a 30-40% off sale - premium quality at mid-tier pricing.
Sherwin-Williams Masonry, Stucco & Brick Paint or Emerald Exterior - specific products designed for these substrates outperform BM equivalents on masonry.
Benjamin Moore Aura Exterior - superior adhesion and flexibility on wood siding through freeze-thaw cycles.
Both are premium-tier paints. Benjamin Moore generally leads on colour accuracy, touch-up performance, and GTA painter preference. Sherwin-Williams competes strongly on availability and promotional pricing. Top lines from each (Aura vs Emerald) are both excellent - the difference is situation-specific.
Most professional painting crews in the GTA primarily use Benjamin Moore, followed by Sherwin-Williams. Benjamin Moore has stronger brand recognition in the Toronto market and a large network of independent dealers across the city.
Yes, for most Toronto residential projects. Exceptional hide, rich colour depth, and best-in-class touch-up performance justify the premium on high-visibility surfaces. For utility spaces or budget-conscious multi-room projects, Regal Select is a strong mid-tier alternative.
Benjamin Moore sells exclusively through independent dealers and select retailers - not big-box stores. Toronto has dozens of dealers in Leaside, the Annex, Etobicoke, North York, Scarborough, and across the GTA. Sherwin-Williams operates branded retail stores across the GTA and also through select retailers.
Both produce a hard, smooth, durable sprayed finish. Benjamin Moore Advance is the product most Toronto cabinet painters treat as the standard, while Sherwin-Williams Emerald Urethane is a strong alternative. Proper degreasing, sanding, bonding primer and spray application matter more than the brand.
Typical 2026 shelf prices are about $80-$110 per gallon for Benjamin Moore premium lines and $75-$105 for Sherwin-Williams, with Sherwin-Williams running more frequent promotions. Paint is usually only 15-25% of a professional job's total cost.
We recommend the right paint brand and product line for your specific project, surfaces, and budget - included with every free quote across Toronto and the GTA.
Marco has led hundreds of residential and commercial painting projects across Toronto and the GTA. His expertise covers colour selection, premium paint application, and the specific challenges of painting in Canada's variable climate.