Lick

Lick sells interior paint, peel-and-stick paint swatches, wallpaper, and accompanying painting tools. Paint tins run £35–£45 for 2.5 L (mid-range), while wallpapers sit between £45–£95 per roll; accessories scale from £3–£30. The brand is digital-first—95 % of sales occur through lick.com—augmented by two London showrooms and a trade portal for professional decorators. The company’s hero product is its repositionable adhesive paint swatch that lets customers test 65 colours without opening a tin. All 182 paint shades are water-based, low-VOC, and come in recycled plastic tins; matching undercoat, primer, and eggshell finishes are pre-curated to remove guesswork. Limited-edition artist collaborations (e.g., Yinka Ilori) and a colour-matching service that turns any digital image into a custom paint code reinforce its design-led positioning. Primary buyers are 25-45-year-old UK renters and first-time homeowners who want a fast, low-mess refresh and value sustainable credentials. The brand speaks to Instagram-savvy minimalists who favour muted, Scandi-leaning palettes and prefer ordering samples at midnight to visiting a DIY warehouse. Lick competes in the direct-to-consumer home-improvement space against heritage paint makers and venture-backed colour start-ups alike. It differentiates through carbon-neutral delivery, next-day swatch packs, an in-house colour consultancy reachable by WhatsApp, and content that positions painting as a weekend lifestyle upgrade rather than a trade chore.