The Paint Company Behind Joanna Gaines' Fixer Upper-Inspired Magnolia Line

When Joanna Gaines partnered with KILZ to release her first paint line in 2016, she and the popular coatings company hoped the classic colors reflecting her signature style would inspire "Fixer Upper" fans. "Working with the KILZ Brand to develop my own paint collection was an amazing opportunity because paint is the easiest and most dramatic way to transform a space," Gaines told Coatings World after launching creamy hues like Shiplap and Ella Rose. 

She certainly knows how to pick the perfect shade of paint. Two additional collections have recently been released. The Lakehouse Collection features nature-inspired hues like Remote Trail and Wooded Acre, and The Castle Collection offers richer options like Conservatory and Moody Fig. The acrylic formulas are popular standouts on the market, thanks in no small part to the paint company behind the Fixer Upper-inspired Magnolia line.

Capturing over 50% of all primer purchases and thousands of five-star reviews, KILZ is well-known as a superior stain blocker. Its parent company, Masco, owns popular brands like Behr and Delta Faucets. Started by a paint dealer named Melvin Caldwell, the KILZ brand was first introduced in 1974. Caldwell worked for years developing the KILZ formula through his company, Masterchem, using a 50-gallon dough mixer he purchased from a bakery before dramatically expanding his manufacturing process as his flagship product grew in popularity. After more than 40 years of research, development, and explosive growth, Masco purchased Masterchem and KILZ, America's favorite primer. 

Melvin Caldwell and Joanna Gaines traveled similar roads to success. In 2003, a decade before "Fixer Upper" would become one of the most talked about shows on television and Magnolia Market would offer a bakery, garden center, and retail space sprawling over five acres, Gaines opened a tiny 1,400 square foot store called The Little Shop on Bosque. Like KILZ, her initial concept grew into a global brand that shows no sign of stopping.

The Magnolia Home collections combine KILZ paint and primer to cover stains in fewer coats. Thanks to EPA-registered ingredients offering mildew resistance and low VOC (volatile organic compounds), KILZ paints may keep your family healthier. Along with interior, exterior, cabinetry, and chalk paint options, various wood stains are available in colors like Rain Barrel and Spanish Cedar. Matte, eggshell, and satin sheens make it easy to choose the right paint finish for your house. Designed for durability, the products are backed by KILZ's limited lifetime warranty. The Magnolia Home collections are available from Amazon, Ace Hardware, Lowe's, and Magnolia.

"When I made my paint with my partners at KILZ, I really wanted it to be durable," Gaines said during scrub tests for KILZ. In a video resin strength test for the company, Gaines said, "This is the stuff you want on your walls. It's going to last you for years to come."