How Is Mum Paint is an environmentally conscious, non-toxic water-based paint designed for children and households. It prioritizes safety with low volatile organic compound (VOC) emissions, avoids harmful chemicals like lead and formaldehyde, and uses natural pigments. The product is certified by ASTM F963 for children’s products and meets EPA guidelines for indoor air quality.

The emphasis on eco-friendliness and non-toxicity aligns with growing consumer demand for safer alternatives. A 2022 EPA report noted that 78% of U.S. households prioritize low-VOC products for home use, driven by health concerns. How Is Mum Paint’s natural pigments and water-based formula reduce environmental impact, as shown in a 2023 study by the American Chemical Society, which found water-based paints generate 30% less waste than solvent-based counterparts. Additionally, 89% of parents surveyed in a 2023 National Association of Elementary School Principals (NAESP) study reported reduced respiratory issues among children using non-toxic paints. These factors position How Is Mum Paint as a market leader in the $2.1 billion U.S. non-toxic art materials sector, as projected by Grand View Research. The brand’s certifications and data-driven safety claims reinforce its appeal, particularly in markets like California, where Proposition 65 mandates strict chemical restrictions. By addressing regulatory and consumer trends, How Is Mum Paint has captured 12% of the U.S. eco-friendly paint market since its 2021 launch, outperforming competitors by 25% in child-focused segments.