These two get lumped together as "the eco brands", but they're actually quite different animals, mate.
Earthborn is the real eco purist's choice. It's clay-based, virtually VOC-free, and properly breathable — which makes it brilliant for older homes, lime plaster and damp-prone walls where you don't want to trap moisture. The Claypaint finish is a deep, chalky, ultra-matt look that's hard to beat for that soft, characterful feel. The trade-off is the range: only 85 colours, with the strength sitting in whites (28) and greens (12). White Clay is their hero warm white — a lovely soft, creamy off-white that sits gorgeously in north-facing rooms. Flutterby is a cheerful dusky pink if you want something with a bit of personality.
Lick is the slicker, more contemporary operation. Bigger range at 99 colours, with proper depth in greens (19), neutrals (13) and blues (13). The finishes are more durable and wipeable — better suited to kitchens, hallways and homes with kids and dogs. Their sampling game is excellent: peel-and-stick swatches you can move round the room. White 01 is their crisp cool white, White 07 a warmer, gentler version — between them they cover most modern white-wall briefs.
The "but what about durability" question is the real decider. Earthborn Claypaint is more delicate and can mark in high-traffic zones (they do tougher Eco Pro and Eggshell ranges for that). Lick's standard matt holds up better to a wipe-down.
So: period property, breathability matters, you want that deep chalky finish — Earthborn. Modern home, you want washability, a broader palette and easy sampling — Lick.
Practically — if you're torn, order a White Clay sample alongside White 07 and look at them on the actual wall at different times of day. Whites are where these brands differ most subtly, and your light will make the call for you.