Benjamin Moore vs Sherwin-Williams: Which Paint Is Better for Chicago Homes?

Choosing between Benjamin Moore and Sherwin-Williams is one of the most common questions homeowners ask before a painting project. Both are premium paint brands, but they have real differences in formula, finish quality, price, and availability. This guide compares them side by side so you can make the best choice for your Chicago home.

Benjamin Moore vs Sherwin-Williams: Quick Comparison

Feature	Benjamin Moore	Sherwin-Williams
Best-selling line	Regal Select, Aura	Emerald, Duration
Price per gallon	$60–$90	$55–$95
Coverage	400–450 sq ft/gallon	350–400 sq ft/gallon
Color selection	3,500+ colors	1,700+ colors
Paint & primer in one	Yes (Aura line)	Yes (Emerald line)
Low-VOC options	Yes (Natura line)	Yes (Emerald line)
Availability	Independent dealers	Own retail stores

Paint Quality and Coverage

Benjamin Moore’s Aura line is widely regarded as one of the best interior paints on the market. Its Color Lock technology locks in pigment for rich, deep color without multiple coats. It typically covers 400–450 square feet per gallon with excellent hide — meaning fewer coats needed on dark or saturated colors.

Sherwin-Williams Emerald is the direct competitor to Aura. It also offers excellent coverage and a built-in primer. Many professional painters find Emerald easier to apply due to its slightly thicker formula, which helps with drips on vertical surfaces. Coverage is slightly less at 350–400 sq ft/gallon.

Winner on coverage: Benjamin Moore Aura, but both are excellent for high-quality results.

Color Selection

Benjamin Moore wins on color variety with over 3,500 colors in their fan deck — including their famous Historical Color Collection and Williamsburg palette. If you’re looking for an exact, nuanced shade, BM likely has it. Their color-matching technology is also industry-leading.

Sherwin-Williams offers around 1,700 colors — still a large selection, but smaller. Their Emerald Designer Edition line has curated, on-trend palettes that appeal to interior designers and homeowners who want coordinated color schemes without needing to pick from thousands of options.

Winner on color: Benjamin Moore, by a significant margin.

Price Comparison

Both brands are premium-priced. Here’s a typical price breakdown for Chicago-area purchases in 2025:

• Benjamin Moore Regal Select: $65–$75/gallon
• Benjamin Moore Aura: $80–$90/gallon
• Sherwin-Williams SuperPaint: $55–$65/gallon
• Sherwin-Williams Emerald: $75–$95/gallon

Sherwin-Williams frequently runs 30–40% off sales, especially on holiday weekends (Labor Day, Memorial Day, Fourth of July). Benjamin Moore rarely discounts deeply, but independent dealers sometimes offer contractor pricing. If you time it right, Sherwin-Williams can be significantly cheaper.

Winner on price: Sherwin-Williams, especially when on sale.

Availability in Chicago

Sherwin-Williams has the advantage here — they operate company-owned stores throughout the Chicago metro area, making it easy to pick up paint, get color-matching done, and return for more with consistent results.

Benjamin Moore sells exclusively through independent dealers — local paint stores and hardware stores. In Chicago and suburbs, you’ll find BM at Ace Hardware locations and specialty paint retailers. The shopping experience is often more personal, but store hours and availability may vary.

Winner on availability: Sherwin-Williams for convenience; Benjamin Moore for local expertise.

Which Do Professional Painters in Chicago Prefer?

At Pro Chicago Painters, we use both brands depending on the project:

• For interior walls with bold colors or difficult substrates, we often choose Benjamin Moore Aura for its superior hide and color richness.
• For exterior painting and large commercial jobs, Sherwin-Williams Duration or Emerald Exterior is our go-to for durability and weather resistance.
• For budget-conscious homeowners, Sherwin-Williams SuperPaint during a 30% off sale delivers excellent quality at a lower cost.
• For clients who want zero-VOC paint for nurseries or allergy-sensitive spaces, Benjamin Moore Natura is unmatched.

When to Choose Benjamin Moore

• You want the widest color selection (3,500+ colors)
• You’re painting a nursery or need zero-VOC (Natura line)
• You value rich, deep color in one to two coats (Aura)
• You prefer shopping at a local, independent paint store

When to Choose Sherwin-Williams

• You want convenient store access throughout Chicago
• You can shop during a sale (30–40% off regularly)
• You’re doing exterior painting (Duration, Emerald Exterior)
• You want a paint-and-primer combo with easy application

Bottom Line

There’s no absolute winner — Benjamin Moore and Sherwin-Williams are both excellent paints. Benjamin Moore edges ahead on color quality and selection. Sherwin-Williams wins on price (when on sale) and convenience. For most Chicago homeowners, the right choice comes down to your color needs, budget, and where you’re shopping.

If you’d rather skip the decision entirely, our team handles paint selection as part of every job. We recommend the best paint for your specific surfaces, colors, and budget — and we buy it at contractor pricing, passing savings to you. Get a free estimate or contact us to discuss your project.