Paint a Picture of Kindness: PETA Beseeches Behr to Ban Anti-Animal Paint Colors

For Immediate Release:
February 11, 2025

Contact:
Nicole Perreira 202-483-7382

Experts know that winter is a great time to put on a coat—of paint, that is—so PETA is marking the snowy season with an appeal to Behr Paint Company President Megan Selby to rename a couple of the brand’s paint colors, including White Wool and Ivory Palace, to animal-friendly names such as Vibrant Vanilla or White Sand.

PETA points out that at least 20,000 African elephants are still violently slaughtered for ivory each year and that investigations into more than 150 wool shearing operations internationally have found rampant abuse at all of them, including sheep punched in the face and even killed—so, it seems right to rethink wool and ivory as appealing names rather than desensitizing ones.

“Words matter, and appearing to promote the exploitative wool and ivory trades paints the wrong picture in this more enlightened age,” says PETA President Ingrid Newkirk. “If Behr takes PETA’s suggestion, compassionate people everywhere will paint the town red.”

PETA—whose motto reads, in part, that “animals are not ours to wear or abuse in any other way”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.

PETA’s letter to Selby follows.

February 11, 2025

Megan A. Selby

President

Behr Paint Company

Dear Ms. Selby:

Greetings! I’m writing on behalf of People for the Ethical Treatment of Animals—PETA entities have more than 9 million members and supporters globally, including hundreds of thousands across California—with a suggestion that’s sure to color you impressed: Times have changed, and we would like to suggest a change to go with them that would paint Behr in a positive light in the news. Would you please rename at least two of your paints, including Ivory Palace and White Wool, perhaps to Vibrant Vanilla and White Sand, to discourage people from romanticizing ivory and wool? Please allow me to paint the full picture.

Ivory, as we all know, comes from the barbaric slaughter of elephants, who are gentle, intelligent animals who mourn their loved ones and hold elaborate grief rituals in which they cradle the bones of the dead. They are highly empathetic—they’ve been observed helping their friends climb out of mud holes and plucking tranquilizing darts from one another with their trunks. Yet each year, over 20,000 elephants are gunned down or even poisoned so that their tusks can be sold as ivory.

Likewise, sheep are gentle, playful, inquisitive, and sensitive animals who crave affection. PETA entities have found evidence of rampant abuse on over 150 wool operations—many of which claim to be “ethical”—in seven countries across four continents. We have video to share that shows sheep on these farms being viciously beaten, hit with sharp objects, stomped on, and cut to shreds while being shorn.

Words hold power, and making ivory and wool sound desirable desensitizes people to the suffering of animals in those industries. With people worldwide calling for an end to animal exploitation, we hope Behr will contempaint renaming some of your products to evoke sophistication, without the violent undertones. Thank hue for your consideration. We look forward to hearing back from you.

Very truly yours,

Ingrid Newkirk

President