An Italian history

Novacolor was established in 1982 in Forlì, one of the most productive areas of Italy. In 2009 Novacolor became part of the San Marco Group, a leading Italian manufacturer in the production of paints and varnishes for the professional building industry, with 8 manufacturing plants worldwide. Both companies benefit from the new set up, in terms of know-how and credibility worldwide, while Novacolor becomes internationally known as a reference point for high-end architectural coatings and interior paint effects.

Through the years, thanks to the intuition and creativity of the management, and to the careful selection of high quality raw materials, Novacolor expanded, thus offering architects and designers worldwide a complete assortment of textured effects and polished plasters, for interiors and exteriors, as well as wall coatings for modern or historical town settings.

Novacolor is also specialized in the production of seamless systems for walls and floors indoor and outdoor, and of high quality paints available as matt, glossy and satin.


“We work with passion and use our expertise to promote together with our clients successful projects in the field of design and architecture. We do our very best: special paints and textures, high performance and innovative materials, respect for the environment, efficient and cost effective solutions, as well as technical assistance all over the world.
Our clients’ satisfaction is the fuel of our commitment, always!”

The best partner of architects and designer

The combination of ideas, intuition, exhaustive studies on the feasibility and development of new products, make Novacolor a reference brand worldwide and a recognized partner for renowned architectural and design studios. Today Novacolor is represented in over 50 countries and is proud of its cooperation with prestigious international partners.

Research & Development Made in Italy

Targeted investments in development, research and technology, in depth and in situ analysis, ground-breaking attitude towards design, together with a strong and committed internal organization, make Novacolor one of the biggest players in the world of architectural design and a trendsetter in the textured paint segment.

Novacolor decorative solutions:

  • Use of organic and high-quality raw materials;
  • Products with low environmental impact;
  • Enhancement of the surface as a “piece of art”;
  • Creativity, R&D, cutting-edge products;
  • Colours and textures that set trends.

R&D, the real "engine" of the company, a team of extremely qualified technicians specialized in the creation of new decorative effects, research of better performing raw materials, brand new applications techniques and creative textures. A certified quality standard is ensured at all manufacturing levels.
The company also enjoys a highly organized sales and marketing team. The attitude of the management and a quality-oriented approach, along with the pro-active involvement of the whole team, make Novacolor a UNI EN ISO 9001:2008 certified company.

Novacolor Green Approach: Design and Wellbeing

Novacolor is extremely sensitive towards environmental issues. As a result, the company has made significant progress in recent years by reducing the use of toxic substances and solvents in its products. Novacolor manufactures and distributes innovative materials worldwide, with a very low release of VOC (Volatile Organic Compound). In addition, the company is strategically committed to the analysis of the LCA (Life Cycle Assessment) of all the products. LCA studies the whole life cycle of a product and its environmental impact.

Novacolor meets the challenges of ecology and sustainability with products such as Africa, CalceCruda, Puro and Patina Minerale, that sensitively reduce the formaldehyde in the surrounding air. Novacolor offers its customers more sustainable paints while maintaining the same quality standards as ever. This is possible thanks to the Mass Balance approach, that decreses the emissions of CO2 into the air with a drastic reduction of fossil resources, in favor of renewable resources coming in particular from the exploitation of biomass.

It is therefore a real revolution in the world of paints that will change not only the habits of the consumers, but also the entire market by offering everyone an extra chance to contribute in a real and tangible way to the protection of the world and the welfare of its inhabitants. Novacolor decorative textures make the environment unique and elegant while contemporarily improving our life standards.


Ideas as absolute value. Ideas create a direct connection with the client. This is why Novacolor is a customer oriented company and “Customer Service” is of primary relevance for us. Novacolor is an extremely dynamic company, with a very dedicated team, demonstrating great passion for its work and expertise at all levels.

High competence and know-how contribute to improving the working standards of people and companies. Novacolor not only sells and distributes products worldwide: the company is committed to offering full training to clients to ensure the proper use of its decorative wall coatings and special architectural paints.