In this episode of Better Buildings for Humans, host Joe Menchefski sits down with Gena Arthur, founder of Pure Paint, to explore the future of healthy, sustainable coatings. Gena debunks the myth that natural paints sacrifice performance or style, revealing how Pure Paint’s petroleum-free formulas deliver stunning results—without the toxins. They dig into the hidden dangers of microplastics, the limitations of current green certifications, and the systemic barriers startups face when challenging industry norms. Gena also shares the emotional and regulatory rollercoaster of scaling a clean-tech company, including Pure Paint’s breakthrough retail partnership with Lowe’s USA. From UV resilience to real-world color matching, this episode is a deep dive into how healthy walls lead to healthier people—and a healthier planet. Discover why true innovation in building materials demands not just better products, but better systems.

More About Gena Arthur

Gena Arthur is the founder and CEO of Pure Paint Laboratories, a Canadian cleantech company leading the transformation of the architectural paint industry. Her company offers a high-performance, petroleum-free, plant-based paint that provides a toxin and microplastic-free alternative to conventional coatings. Her work is driven by a deep commitment to environmental health, product innovation, and eliminating microplastic pollution. 

CONTACT:

https://www.linkedin.com/in/gena-arthur-04a8a3a/?originalSubdomain=ca 

https://www.purepaintlab.com/en-us 

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