This Paint Color Has Been Benjamin Moore’s Best Seller for Years—and Designers Swear by It

It’s common knowledge that one of the best ways to improve the look of a room is to give it a fresh coat of paint. Choosing a paint color, however, is not as simple. With so many options—and only minute variations even between neutrals like “canvas tan” and “natural linen”—it can be tough to pinpoint what’ll look best in your space.

The paint pros at Benjamin Moore are familiar with the struggle. When it comes time to make a decision, they’ll direct customers to their most popular paint color, which, fortunately, is incredibly versatile and timeless. Read on to find out what it is and how you can work it into your own home.

What Is Benjamin Moore’s Best-Selling Paint Color?

Benjamin Moore revealed their customers’ number one choice is White Dove. According to Arianna Barone, color marketing manager at Benjamin Moore, it’s regularly topped their best-selling list for years. “White Dove is a go-to for homeowners, contractors and designers alike,” Barone says. “It’s the perfect white paint color for any project because it has a subtle hint of warmth and true staying power.”

Why White Dove Is So Popular

The magic of White Dove is that it pairs well with virtually everything, Barone adds, and designers are inclined to agree. New York City-based interior designer Betty Wasserman says it’s softer than go-tos like Decorator’s White. She likens the color selection process to wedding dress shopping.

“The bright white dresses always look kind of fluorescent,” Wasserman says. “When you have an ivory—a softer white that’s not quite yellow and not quite tan—the off-white, slightly left of center color just softens it and makes it easier to work with. Then, you can go either cool or warm with your other colors and fabrics.”

Bright-white paints can appear cold and industrial, depending on how they’re styled. Wasserman underscores the flexibility of White Dove, highlighting it as a fitting backdrop for artwork.

Olivia Hnatyshin, an interior designer and associate vice president of brand and creative at Furniture.com, points out the color is also quite classic.

“White Dove is timeless without feeling sterile—it’s the perfect balance of soft and crisp, which is rare in a white,” Hnatyshin says. “I think it resonates because it plays well with both warm and cool tones, making it incredibly versatile for modern spaces.”

How to Use White Dove in Your Home

Thinking of going with White Dove in your home? It’s a solid choice for painting beyond just walls. “When using it on the walls, I also like to use it on the trim and ceiling for a subtle but cohesive look,” says Barone. Wainscoting, beadboard, and furniture are also all fair game.

Barone suggests two pairings for a softer scheme: Classic Gray, a light shade of gray that skews off-white, and Pristine, an off-white with dusty peach undertones. For a bolder look, she recommends both Forest Green and Hancock Gray, described as “a muted moss with a hint of brown.”

Similarly, Hnatyshin leans on the color for both neutral and color-forward designs. “I love pairing it with layered neutrals like putty, greige, and natural wood, or using it as a quiet backdrop for bolder accents like olive green, oxblood, or slate blue,” she says. “It’s the kind of white that doesn’t ask for attention but makes everything around it look better.”