Dulux Heritage is one of the better-value buys in the heritage paint game, and I'll happily say that. It's Dulux's premium tier — not the trade or standard stuff — and it's built to compete with the likes of Farrow & Ball and Little Greene on colour while undercutting them on price.
What you're paying for is twofold. First, the colours: there are 112 in FiniSpec's library, with the real strength in neutrals (27) and whites (26), plus solid blues and greens. These are properly considered, chromatic colours — not the flat, cheap shades you get further down the Dulux range. Indian White is a lovely soft warm off-white that does a similar job to Slipper Satin without the fuss. Panel White is a touch cooler and crisper, brilliant on woodwork and panelling. And Flax Seed is a gentle, earthy mid-tone that holds up beautifully in north-facing rooms.
Second, the finish. The Velvet Matt emulsion has a genuinely flat, chalky look that reads like the more expensive premium brands, and crucially it's more scrubbable and harder-wearing than F&B's Estate Emulsion. For a hallway, stairwell or kids' room that needs to take a beating, that durability matters.
The "but what about colour depth?" question is fair. F&B and Mylands still have a slight edge in that complex, shifts-with-the-light quality — they layer more pigment. Dulux Heritage gets you 90% of the way there for a good deal less money. For most rooms in most homes, that's the smarter spend.
Where I'd push you elsewhere: if you want a truly breathable clay paint for old lime-plastered walls, look at Earthborn. And for the deepest, most dramatic darks, Mylands and F&B still win.
Practical advice: buy a sample pot, paint a big A2 board and move it round the room across the day before committing. Heritage neutrals shift more than you'd expect with the light.