Case Study: A Transparent Approach to Natural Paint.

About Edward Bulmer Natural Paint

Founded by leading interior designer Edward Bulmer, the company began as a solution to a gap in the market. While sourcing natural, sustainable materials for interiors, Edward found that paint was consistently opaque—both chemically and commercially.

“We could source FSC timber and know the origin of our textiles. But with paint? No idea. So we built a paint company grounded in transparency and historical, natural craftsmanship.”

Inspired by traditional materials and German ecological formulations, Edward Bulmer Natural Paint combines heritage knowledge with modern performance—offering breathable, durable finishes that contribute to healthier homes and long-lasting buildings.

Why Join The Anti-Greenwash Charter?

For Edward, the Charter offered a much-needed benchmark in an industry saturated with marketing spin:

“We were up against powerful incumbents with big budgets making vague claims—terms like ‘eco-friendly’ that had no defined meaning. The Charter gave us a way to benchmark our instinct for honesty and transparency.”

With no legal requirement to disclose paint ingredients, and voluntary certifications setting the bar too low, Edward Bulmer Natural Paint chose to go further—publishing full ingredient lists, challenging misleading labels, and seeking independent accountability through the Charter.

Experience as a Signatory

The Charter process helped the business formalise what had long been part of its ethos: clear, honest communication rooted in truth, science, and respect for the customer.

Key developments include:

• Developing a Green Claims Policy to support internal clarity and communication standards

• Hiring a dedicated sustainability lead, ensuring oversight of claims and broader impact measurement

• Adopting a deeper approach to auditing, moving from cost-based analysis to measurements based on weight, energy use, and emissions

“The Charter, like B Corp, challenges you to be your best—and to be able to explain why you believe you meet that standard.”

Edward emphasises that their goal isn’t just to “market better” but to understand their full impact—and share that honestly with customers.

The Impact

Since joining the Charter, the company has seen:

• Increased clarity and confidence in sustainability claims

• Stronger internal alignment around values and strategy

• Greater customer trust, particularly among those seeking genuinely sustainable alternatives in a greenwashed market

“We now have an anti-greenwash policy alongside our other company policies. Our customers can click the Charter logo on our site and know exactly what we stand for. That’s powerful.”

Internally, the process has also helped define and structure their growing team, integrating sustainability into the company’s DNA—not just its communications.

Advice to Others

Edward’s message is clear:

“Just start. Don’t worry if you’re not perfect yet. Most of us didn’t build our businesses with climate in mind—but now we must evolve.”

He believes the Charter offers a rare opportunity to drive systemic change in how businesses describe what they do:

“Language matters. If we can’t agree on what words like ‘sustainable’ or ‘eco’ mean, we lose trust. The Charter helps us reclaim that language—and make it mean something again.”

Looking Ahead

With new audits underway and a deeper understanding of the industry’s blind spots, Edward Bulmer Natural Paint is continuing to push boundaries—not only by making products differently, but by telling the truth about them.

“We’re in a mature, marketing-heavy industry. The Charter gives us a structure that keeps us honest and helps customers cut through the noise.”

Ready to Strengthen Your Commitment to Responsible Communications?

Join The Anti-Greenwash Charter and position your organisation as a leader in responsible, transparent communications. Take the next step today and start your journey toward greater accountability and trust.

👉 Apply to become a signatory now