Pittsburgh Paints Launches New Veloura Finish Line
The waterborne urethane alkyd enamel is designed for interior and exterior use.
Updated on Oct. 26, 2026 in Interior Decorating
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Pittsburgh Paints has introduced its new Veloura Trim, Door, and Cabinet finish to the United States market. This waterborne urethane alkyd enamel features specialized technology for improved leveling and flow.
Why it matters
The new product was developed to satisfy consumer demand for a high-quality finish that combines interior and exterior durability with low odor properties.
The new Veloura formula contains less than 50 grams per liter of volatile organic compounds and is available in both satin and semi-gloss sheens. The paint utilizes proprietary Smoothflow technology to aid in application.
The players
Pittsburgh Paints
A prominent manufacturer of residential and commercial coatings based in Cranberry Twp., Pa.
The details
The finish is engineered as a waterborne urethane alkyd enamel, intended for surfaces such as cabinets, doors, and trim. It is now available for purchase through Pittsburgh Paints stores, select independent dealers, and via their online platform.
Timeline
The new product line was released on October 26, 2026.
Veloura Day product demonstrations occur on November 5, 2026.
The events are scheduled from 11 a.m. to 2 p.m. local time.
Culture Shift
This release follows a broader shift toward eco-friendly home improvement solutions as manufacturers replace high-VOC oil-based enamels with waterborne technology. Consumers are increasingly prioritizing low-odor, low-emission products that maintain professional-grade durability.
Homeowners and DIY enthusiasts can purchase the new finish at local Pittsburgh Paints stores or select dealers to update doors and cabinets. The product is intended to simplify application through enhanced flow, potentially reducing the time required for home improvement tasks.
The takeaway
When choosing finishes for high-traffic surfaces like cabinets, look for products that balance durability with lower chemical emissions. This allows for an easier application process while improving indoor air quality during your next home project.
What happens next
Pittsburgh Paints will host live demonstrations at approximately 50 retail locations on November 5, 2026, from 11 a.m. to 2 p.m. local time.
Further reading
Learn more about the latest trends in Interior Decorating for your home renovation projects.
More information
View detailed product specifications and feature guides on the Veloura product information page.
Source note: This article includes information reported by Woodworking Network.
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