Earthborn is the real deal when it comes to eco credentials, and that matters because plenty of brands slap "natural" on the tin without much behind it. Earthborn was the first UK paint company to be awarded the EU Ecolabel, and their claypaint and emulsions are virtually VOC-free — so no lingering chemical pong while it dries. That alone makes it a cracking choice for nurseries, bedrooms, and anyone sensitive to fumes.
The other thing that sets it apart is breathability. Earthborn's Claypaint is highly vapour-permeable, which means it lets walls breathe rather than trapping moisture behind a plasticky film. That's exactly what you want on older properties with lime plaster or solid walls prone to damp. Conventional acrylic emulsions can choke those walls; Earthborn doesn't.
There's no acrylic or oil in their flagship clay formulations either, and the pigments and fillers are responsibly sourced. The tins are recyclable and the company's been doing this since well before "eco" was a marketing buzzword.
On colour, their palette leans soft and chalky in a way that suits the matt, mineral finish. White Clay is a lovely soft off-white that does a lot of heavy lifting in period rooms. Flutterby is a gentle, characterful neutral, and Sandy Castle gives you a warm, earthy mid-tone if you want a bit more depth. The whole range has a quiet, organic quality that's hard to fake with plastic-heavy paints.
The one honest caveat: the ultra-matt clay finish isn't very wipeable, so it's not ideal for high-traffic hallways or kitchen splash zones. For those, look at their more washable Eco emulsions or use a tougher finish on the lower walls.
My advice — if you're doing a bedroom, lounge, or anything in an older breathable building, Earthborn is one of the easiest "green" choices to feel good about. Just match the finish to how hard the room gets used.