Milla adds that “People so often rush the preparation side but priming is always key to the best finish. We have a natural new plaster primer for newly plastered walls and then a bare wood primer for new wood, otherwise if the surface is already painted and in good condition, we recommend painting directly onto it.”

On a similar note, Cassandra Ellis, colourist and founder of Atelier Ellis, says her own brand’s matt emulsion is “our signature paint, so to speak, and it’s a customer favourite for its beautifully flat finish and incredible depth of colour. It’s also breathable, which means it’s inherently versatile and suitable for use on previously painted walls and ceilings, plus new gypsum or lime-plastered walls. These types of plaster are highly absorbent, so they need longer to dry (between two and four weeks) before painting begins and you should always use a mist coat first, which is just matt emulsion diluted with 20% water.”

Cassandra emphasises that “the key to the optimum finish is ensuring the surfaces are properly prepared – clean, completely dry, and free from dirt, grease, oil, dust and mildew. We would always recommend washing previously painted walls and gently sanding to remove any loose flakes.“

Patrick at Farrow & Ball notes that matt emulsion remains the customer’s most popular choice for their walls but “there’s some flexibility here too, from the alluringly flat charm of Estate Emulsion to the eminently practical washable and wipeable Modern Emulsion, which is a must for moisture-prone kitchens and bathrooms or hallways prone to scuffs.”

Betsy agrees that you shouldn’t be dissuaded from matt paint for high-traffic areas in your home as they can be surprisingly easy to maintain if you invest in a quality, wipeable product. Graphenstone’s natural mineral paints are matt in their Grafclean and lime-based forms, but they’re also incredibly durable due to the paint’s Nobel Prize-winning Graphene element. Betsy says “A super-matt, dark colour is a great choice for awkward spaces and uneven surfaces that you wish to disguise as it blurs the boundaries and makes the walls look infinite.”

Dead Flat

If your walls are uneven and you need to conceal flaws with a product that doesn’t compromise on practicality, Farrow & Ball’s Dead Flat paint is the one to choose. “This was once a beautiful but delicate finish for woodwork but it wasn’t wildly practical for modern living. It has been redeveloped over the last five years into an extraordinary and durable multi-surface product, so it’s now fit for use on woodwork and walls (it’s got a Class 1 scrub rating, meaning it’s washable) and it’s also great on metal, meaning it’s ideal for hiding those ugly utilitarian radiators that can’t be disguised by your sofa. If colour drenching and the flattest 2% sheen are your bag, this is the paint for you,” details Patrick.

Limewash