Specifying a white emulsion means balancing a few things at once: opacity (how well it hides darker colours), durability (how it stands up to scuffs, marks and cleaning), resistance to flashing in strong light, ease of application, value for money and even how the roller feels on ceilings and walls.
With so many tins claiming to be the ultimate solution, it pays to lean on what working decorators say actually performs on site.
Everything below is distilled purely from decorators’ feedback and day-to-day experience. Where quotes are shown, they’re from the decorators named.
How decorators judged these paints
Covers in two coats
Dropping from three or four coats to two saves time and client cost. Several brands below were repeatedly praised for consistent two-coat coverage, even over dark or highly pigmented backgrounds.
Durable, cleanable matt
For halls, stairs and kitchens, a wipeable or scrubbable matt is essential. Comments ranged from standard durable up to very high scrub ratings (one decorator cited 20,000 scrub cycles).
Low risk of flashing
Flashing is that uneven sheen you see when light rakes across a surface. A true flat or ultra-matt that doesn’t flash is prized for big, bright rooms and ceilings.
A proper white
Some products lean off-white or greyish. Many decorators prefer a crisp, bright white to avoid a muddy look.
Nice to apply
Good flow, tidy cutting-in, rollers that don’t clog and a finish that levels out well keep jobs moving.
Value
DIY budget paint can look cheap once you’re on coat three. Trade products cost more upfront but can save time and touch-ups.
High-opacity favourites (for getting dark to white in two)
1) Isomat Premium
Regularly championed for standout opacity and a true flat matt. Multiple decorators said it covers dark colours in two with minimal flashing. Tim W. noted a “20,000 scrub rating” and toy-safe certification, and several simply called it their go-to durable matt when budget allows.
“If you can find a better emulsion anywhere, buy it.” — Tim W.
2) Albany Supercover (AF1)
A steady performer that many reach for when speed matters. Mark B. and Mark M. both said it reliably covers in two over typical mist coats, with easy availability via Brewers and specialist stockists.
“Albany Supercover – never had an issue with it.” — Mark B.
3) B&Q GoodHome Ultra Cover
For volume work in rentals or self-builds, several decorators rated this as strong value with surprisingly high opacity. Reports of covering grey and magnolia bases in two coats were common, and it was praised for staying even on ceilings.
“GoodHome Ultra Cover covers in two, guaranteed.” — Jamie W.
4) Wickes Trade Ultra Matt
Mentioned as a retail-available alternative that can hang with some trade lines. Cloie L. and Joe E. both said it handles dark grey in two coats, making it a sensible budget choice.
“Covers dark grey in two coats with no problem.” — Cloie L.
Most durable and washable (for high-traffic walls)
1) Crown Clean Extreme
Frequently recommended when washable white matt is needed for corridors, stairwells and family spaces. Decorators liked its scrubbable finish and stain resistance, with the caveat that it can show a slight sheen in some lights.
“Crown Clean Extreme: excellent coverage and a reasonable price.” — Jon T.
2) Valspar Tough Matt (Trade)
Called “absolutely solid” on durability by Ian C., with Daniel J. W. highlighting its price-to-performance and stable touch-ups. It appeared again and again on top-five durable lists.
“Valspar is tough, marks very little even in busy hallways.” — Daniel J. W.
3) Zinsser AllClean / Perma-White
For bathrooms, kitchens or rentals where mould resistance matters, decorators pointed to AllClean or Perma-White. Ross H. described Perma-White as “slightly cheaper than Diamond Matt and way tougher”.
4) Scuff X (Eggshell)
When longevity beats budget, Scuff X eggshell was described as “bulletproof” and ideal for walls that get regularly wiped. Pricey, but several decorators felt the coverage and scrubbability justify it on demanding jobs.
“Scuff X is fantastic stuff, but not cheap.” — Rich B.
Non-flashing ceilings and easy touch-ups
1) Dulux Ultra Matt
The recent favourite for ceiling work where flashing has been a problem. Decorators praised its bright white and smooth roll. Paul O. thought it was “loads better than AR2” on whiteness.
“Only ceiling paint we use now, never flashes.” — Dave M.
2) Tikkurila AR2 / Anti-Reflex 2
A long-standing pick for its ultra-flat, non-reflective finish. Joe H., Tony K. and others consistently put it near the top for ceilings under critical light.
“AR2 is the best for ceilings, no contest.” — Ian C.
3) Johnstone’s Perfect Matt
For walls that might need blending and patching, Perfect Matt was highlighted for touch-up friendliness and performance in harsh lighting.
“Perfect Matt by Johnstone’s is my choice for walls, AR2 and Eclipse for ceilings.” — Joe H.
Budget-friendly standouts
1) Armstead Contract Matt
Often cited around the £17/10 L mark in Dulux trade stores. Not the absolute whitest, but dependable coverage for volume refurbishment and rental work.
“Armstead at £17/10 L in Dulux stores is a steal.” — Antony P.
2) Leyland Hardwearing Matt / Super Leytex
Good, honest flat finishes at sensible prices. Several decorators like Super Leytex for ceilings and basic mist/finish scenarios.
“Leyland Super Leytex is excellent for ceilings.” — Simon W.
3) B&Q GoodHome Tough & Durable
A step up from Ultra Cover, with added vinyl for better washability while keeping costs in check. Barry F. liked the results at roughly £34/10 L.
“GoodHome Durable hasn’t let me down yet.” — Ruben S.
Farrow & Ball Dead Flat
About as ultra-flat as it gets, excellent at disguising minor wall defects. Generally reserved for prestige projects due to cost.
Mylands Marble Matt
A heritage-style, chalk-flat finish that suits period properties and high-end interiors. Strong opacity, though a primer is often wise on new plaster.
Tikkurila Optiva 5 / OP5 Ceramic
A trade favourite balancing washability and a low-sheen matt. Nick J. and Paul M. rated it for durable walls with minimal flashing.
What to pick for common scenarios
Ceilings only
Choose a non-flashing ultra-matt: Dulux Ultra Matt, Tikkurila AR2, or Teknos ceiling paint.
High-traffic walls
Prioritise durability and scrubbability: Crown Clean Extreme, Zinsser Perma-White or Scuff X (eggshell).
Going from dark to white quickly
Reach for high-opacity two-coaters: Isomat Premium, Albany Supercover (AF1) or GoodHome Ultra Cover.
Tight budgets and volume work
Balance price and performance: Armstead Contract Matt, Wickes Trade Ultra Matt or GoodHome Tough & Durable.
Prestige, ultra-flat finishes
Specify premium ultra-matts: Farrow & Ball Dead Flat, Mylands Marble Matt, or use Perma-White where mould control is part of the brief.
Final word
There isn’t a single white emulsion that wins in every situation. The right tin depends on what matters most on your job: two-coat coverage, easy touch-ups under harsh light, or a finish that shrugs off daily wear. The recommendations above come straight from decorators who have lived with these products on site. Shortlist a couple that fit your priorities, sample them on the actual surfaces and lighting you’re dealing with, and you’ll land on a finish that looks the part, saves time and reduces return visits.