Walk into any paint store and you’ll quickly notice the price gap between budget and premium paint. Benjamin Moore Aura sits at the top of that range — and for good reason. But is it actually worth the extra dollars, or is it just clever marketing?
At Southside Paint & Wallpaper in Milton, we sell Aura every day. We hear honest feedback from homeowners, contractors, and designers across Milton, Mississauga, Oakville, and Burlington. So here’s our genuine, experience-based take.
What Makes Benjamin Moore Aura “Premium”?
Not all premium paint labels are earned. Aura’s is.
The formula behind Aura includes Benjamin Moore’s proprietary Color Lock® technology, which locks pigment deep into the film rather than letting it sit on the surface. This is paired with their Gennex® waterborne colorant system — a zero-VOC tinting base that produces richer, truer colour without sacrificing durability or air quality.
Compare that to mid-range options like Regal Select or the entry-level Ben paint. Regal Select is an excellent all-rounder — great coverage, solid washability — but it doesn’t quite match Aura’s depth of colour or long-term resilience. Ben is fantastic for budget-conscious projects where longevity isn’t the priority.
In Ontario, a gallon of Aura typically runs $10–$15 more than Regal Select. That gap is what sparks the debate. But as you’ll see, the math often works in Aura’s favour over time.
Real-World Durability — Does Aura Actually Last Longer?
This is where Aura genuinely earns its reputation.
Washability is one of Aura’s strongest selling points. In high-use areas — hallways, mudrooms, kids’ bedrooms — walls get touched, scuffed, and splashed constantly. Aura’s cured film holds up to repeated scrubbing without dulling or streaking. Homeowners who’ve repainted with Aura after using a cheaper brand consistently tell us the same thing: “I wish I had used this the first time.”
Fade resistance matters especially in Canadian homes, where intense winter light through windows and bright summer sun both put colour through their paces. Aura’s Color Lock technology prevents the chalky, washed-out look that cheaper paints show within two or three years.
In kitchens and bathrooms — the most demanding rooms in any home — Aura holds its finish far better than mid-range alternatives. The Aura Bath & Spa line in particular is formulated with a ultra-flat matte finish specifically engineered to resist moisture and mildew, making it genuinely one of the best choices for humid spaces.
Coverage & Application — Is One Coat Enough?
Here’s where we’ll be honest with you: Aura can cover in one coat, but should you rely on that? It depends.
For lighter colour changes or repaints over similar tones, one coat of Aura genuinely delivers. The hide power is exceptional. For dramatic colour shifts — say, going from a deep charcoal to a warm white — two coats remain the professional standard, regardless of paint quality.
What Aura does consistently well is self-levelling. It flows smoothly from both brush and roller, reducing lap marks and giving walls a clean, even finish that less expensive paints struggle to match without multiple coats. Proper surface prep still matters enormously. Clean, primed walls will always get you the best result, no matter how premium the paint.
Aura vs. Cheaper Alternatives — A Cost-Per-Year Analysis
Let’s look at this practically. A budget paint at $25/gallon might need repainting every 3–4 years in a busy household. Aura at $70–$75/gallon can realistically last 8–10 years with normal wear.
When you factor in the cost of your time, additional coats, and potentially hiring a painter again sooner — the premium paint often costs less per year of use. For a contractor or a homeowner doing a full repaint, this calculation becomes even more significant.
The hidden cost of cheap paint isn’t just the repaint — it’s the inconvenience, the disruption, and the frustration of watching a fresh room look tired within two years.
Best Use Cases — When Should You Choose Aura?
Aura is the right call for:
- Living rooms and master bedrooms where colour accuracy and a flawless finish are non-negotiable
- High-traffic hallways, staircases, and kids’ rooms where durability is everything
- Feature walls where you want the colour to stay true and vivid for years
- Bathrooms — specifically Aura Bath & Spa for moisture-prone walls
When is a mid-range paint good enough? If you’re painting a basement utility room, a rental property, or a space you know you’ll be redecorating in a few years, Regal Select or even Ben will serve you well. Premium paint is an investment — make it where it counts.
Where to Buy Benjamin Moore Aura in Milton, Ontario
At Southside Paint & Wallpaper, we’re Milton’s trusted Benjamin Moore retailer. Our team doesn’t just sell paint — we help you make the right decision for your specific project, budget, and space. Whether you’re a first-time DIYer or a seasoned contractor, we’ll walk you through every option honestly.
We carry the full Benjamin Moore lineup, including Aura Interior, Aura Exterior, and Aura Bath & Spa. We also offer in-store and in-home colour consultations to help you pair the right colour with the right product.
Visit us at 1030 Kennedy Cir., Milton, ON or browse our premium paint collection online.
Final Verdict — Is Premium Paint Worth It?
For most homeowners, yes — Benjamin Moore Aura is worth every cent in the rooms that matter most. It covers better, looks truer, lasts longer, and holds up tmilo real life in a way that budget paint simply can’t match.
That said, the best paint is always the one that’s right for your project. Our team at Southside Paint & Wallpaper is here to help you make that call — no pressure, just honest advice from people who genuinely love what they do.
Come visit us in Milton, book a colour consultation, or call us at 905-864-0665. Let’s get your space looking exactly the way you imagined.
Frequently Asked Questions
Is Benjamin Moore Aura worth it for a DIYer?
Yes — especially for main living areas. The self-levelling formula makes it more forgiving for non-professionals, and the durability means you won’t be repainting anytime soon.
How long does Aura paint last on walls?
With proper prep and application, Aura can last 8–10 years in moderate-traffic areas.
Does Aura require a primer?
On new drywall or dramatic colour changes, a primer is always recommended. On properly prepared previously painted surfaces, Aura’s coverage is often sufficient.
What’s the difference between Aura and Regal Select?
Aura offers superior colour depth, washability, and longevity. Regal Select is an excellent mid-tier option — great quality, slightly lower price point.
Where can I buy Benjamin Moore Aura near Milton, ON?
Right here at Southside Paint & Wallpaper. Visit us in-store or contact our team for guidance.
