Pros in our market run Sherwin-Williams about 70% of the time and Benjamin Moore about 25%, with the rest split across specialty lines. But "we use Sherwin" and "we use BM" aren't the whole story — inside each brand there are 6–10 lines at wildly different price points and performance tiers. The real question is never "which brand" but "which line from which brand for which surface in which condition." Here's the actual field breakdown.
How the two compare at a glance
Sherwin-Williams has better availability (more stores per square mile in SC), slightly broader contractor-facing lines, and stronger primer and specialty-coating depth. Benjamin Moore tends to have more nuanced color chemistry — their color library, especially in the historic and muted-neutral ranges, is considered best-in-class. On performance at the premium tier, the top lines are comparable. Sherwin Emerald ≈ BM Aura ≈ equivalent performance.
Humidity performance
For our coastal conditions (Hilton Head, Bluffton, Charleston), both brands' premium exterior lines hold up well when properly applied. In the 5–7 year window, Sherwin Duration and Emerald Exterior consistently hit their published lifespan. BM Aura Exterior is equivalent but slightly less common in our local stores. At the mid tier (SW SuperPaint vs BM Ben), Sherwin edges out on mildew resistance in our humidity.
Color library and undertones
BM is the color-library win. Their historic lines, muted neutrals, and saturated accents are unmatched. Sherwin is adequate but narrower. For color-sensitive interior work (especially historic homes), we often spec BM color matched into Sherwin paint to get both the color library and the local availability.
Price and availability
Sherwin is marginally cheaper per gallon at the premium tier ($85 vs $95 street), notably cheaper at the contractor tier. BM is only stocked at a couple SC dealers vs Sherwin's corporate stores on every other corner. For a time-critical project, Sherwin's availability matters.
When we reach for each
- Sherwin Emerald Urethane: default for cabinets.
- Sherwin Duration Exterior: default for coastal exterior siding.
- BM Aura Interior: premium interior when color chemistry matters.
- BM Advance: alternative cabinet paint when color matches require it.
What to avoid at both
At both brands, the builder-grade lines (SW ProMar 400, BM Regal Select downgraded) don't belong on a paying customer's home. They cure softer, lose color faster, and show wear within a year.
Our default specs
Exterior: Sherwin Duration or Emerald. Interior: BM Regal Select or Sherwin Emerald Interior. Cabinets: Sherwin Emerald Urethane Trim Enamel. Trim/doors: BM Advance or Sherwin Emerald Urethane.
Questions we get about this
Can we request a specific brand?
Yes — we'll spec to your preferred brand and equivalent line. No upcharge for BM vs Sherwin at the same tier.
Is there really a quality difference?
Yes, between tiers within a brand. Less so between brands at the same tier.
What about Behr / PPG?
Occasional for specific specialty applications. Not our default for residential finish work.
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