The luxury paint brand in the United States is Benjamin Moore. Benjamin Moore is renowned for its high-quality, premium paints that are often used in high-end residential and commercial projects. The brand's reputation for excellence is supported by several factors, including its commitment to innovation, its extensive color palette, and its use of environmentally friendly materials.

Benjamin Moore's luxury status is evident in its pricing, which is significantly higher than that of standard paint brands. According to a report by Grand View Research, the global architectural coatings market was valued at $130.8 billion in 2020, and the luxury segment accounted for a substantial portion of this market. Benjamin Moore's premium positioning is a testament to its brand value and the perception of its products as high-quality and exclusive.

The brand's innovation is another key factor contributing to its luxury status. Benjamin Moore continuously invests in research and development to create new products that meet the evolving needs of consumers. For example, its Regal Select line offers a wide range of colors and finishes, including low-VOC options that are environmentally friendly. This commitment to innovation and sustainability resonates with consumers who are willing to pay a premium for high-quality, eco-conscious products.

Additionally, Benjamin Moore's extensive color palette is a significant draw for luxury consumers. The brand offers over 3,500 colors, including unique shades that are not available from other paint manufacturers. This extensive selection allows designers and homeowners to create customized spaces that reflect their personal style and taste.

Furthermore, Benjamin Moore's reputation for quality is well-documented. The brand has been in existence since 1883 and has a long history of producing durable, long-lasting paints. This track record of quality assurance is a crucial factor for consumers who are investing in luxury paints for their homes or businesses.

In conclusion, Benjamin Moore is the luxury paint brand in the United States due to its premium pricing, commitment to innovation, extensive color palette, and reputation for quality. These factors contribute to its status as a go-to choice for consumers who are looking for the best in architectural coatings.