HZ info, The high-performance new formula is engineered for exceptional hide, smooth application, and lasting durability.

Florida Paints launched Altura Interior Paint & Primer, a high-performance new formula engineered for exceptional hide, smooth application, and lasting durability. 

Altura combines paint and primer in a single formula designed to reduce project steps and support faster turnaround times. 

Altura Interior Paint & Primer features:

• Advanced hide technology for outstanding coverage

• Smooth, even application with excellent leveling

• Durable finish designed to withstand daily use and high-traffic interior environments

• Low-VOC formulation for improved indoor air quality

• Available in multiple sheens to suit any space

“Altura represents the next evolution of interior paint for Florida Paints,” said Don Strube, Florida Paints Co-founder/Co-CEO. “We designed this product to perform beautifully under real-world conditions — from bold color changes to everyday wear and tear — while delivering the consistent, high-quality finish our customers expect.”

Altura is now available for pre-order, combining advanced coverage technology with the convenience of a paint-and-primer-in-one product designed for both professionals and homeowners seeking premium results.