Householders are moving away from minimalist grey interiors to embrace warmer tones, according to paint brand Lick.
The shift comes as the business reported strong sales growth over the first half of the year, bucking a broader slowdown across the home improvement sector.
Boss Lucas London explained that the company has benefited as high mortgage rates continue to discourage people from moving, leading shoppers to focus on making their current homes more cosy.
The brand noted particularly strong demand for green and pink paint over the last year.
Shades of green proved to be its most popular, representing 17.4 per cent of sales during the past 12 months. Meanwhile, pink paint also saw strengthening demand, accounting for 13.9 per cent of sales, up from 12.5 per cent a year earlier.
It comes as previous demand for grey interiors, which had been buoyed by influencers such as Mrs Hinch, continued to crater.
Demand for grey paint tumbled in half to only 2.3 per cent of sales as part of the shift away from cooler, minimalist styles.
Nevertheless, white paint remained popular over the year and neutral tones beige and taupe saw an increase in sales.
The chief executive and co-founder of the brand said it has seen overall demand for its paint remain robust despite wider consumer spending pressures.
Mr London suggested he believes the group has benefited from having a lower price point than traditional upmarket paid brands.
“I think customers doing DIY have found our paint relatively affordable,” he said.
“For the first half sales were up 51 per cent, so that’s showing that we’re very strong and outperforming the market.
“People are really discerning about the quality but also keen to marry that up with an affordable price point right now, they are always thinking about value.”