Craig & Rose is a solid, sensible choice on the environmental front — but let's be honest about where it sits.
The brand's contemporary interior emulsions are water-based and low in VOCs (volatile organic compounds — the solvents that off-gas and give you that fresh-paint headache). That's the standard nowadays for any decent premium brand, and Craig & Rose meets it. You won't be poisoning the room with their flat or matt emulsion, and clean-up is soap and water rather than white spirit.
Where they don't go is the full breathable, mineral, plant-based route. If genuine eco credentials are your priority — VOC-free, breathable formulations, plastic-free thinking — then Earthborn (Claypaint is the benchmark here) or Edward Bulmer (natural, plant- and mineral-based, fully breathable) are the brands actually built around that mission. Little Greene's Intelligent Matt is also water-based and they hold strong environmental certifications. Craig & Rose is greener than the bad old solvent days, but it's not pitched as an eco specialist.
What Craig & Rose is very good at is colour with depth and a slightly heritage, characterful feel. Their Payne's Grey is a properly handsome blue-charcoal that reads almost ink-like in low light, Pullman Green is a rich, railway-carriage green that's gorgeous on panelling and cabinetry, and Ottilie is a softer, more liveable mid-tone for whole-room schemes. The pigmentation is generous and coverage is good — you'll usually get there in two coats over a sound surface.
Practical advice: if low-odour and water-based is enough for you (it is for most people), Craig & Rose is a perfectly responsible buy with lovely colours. If you've got a poorly ventilated room, a nursery, or you specifically want breathable paint on old lime plaster, go Earthborn or Edward Bulmer instead. Match the paint to the job, not the marketing.