Lick is worth it for the right job, mate. It sits in the modern direct-to-consumer camp — water-based, low-VOC, decent coverage — and its big selling point is the peel-and-stick A5 samples. Real painted swatches, no faff with sample pots and patchy walls. For most people choosing a colour, that alone earns its keep.
The range is small but smartly edited. FiniSpec carries 99 Lick colours, with the strongest families being greens (19), neutrals (13) and blues (13). Their whites are genuinely good for a clean, contemporary look — Lick::White 01 and Lick::White 02 are crisp, simple whites that do exactly what they say, and Lick::White 07 gives you a slightly softer, warmer option if a pure white feels too clinical. No silly names, no guessing. That clarity is part of the appeal.
Where does it sit on performance? It's a perfectly capable matt emulsion — washable, low-odour, kind to the air. But if you want the chalky depth and pigment richness of Farrow & Ball or Little Greene, or the bombproof scrubbability of Dulux Trade and Crown in a busy hallway, those are stronger picks. Lick is the convenience-and-design play, not the heavyweight.
The "but what about coverage" question: two coats over a sound, primed surface and you're sorted. Over a bold colour change or dodgy old paint, prime first with Zinsser — don't expect any emulsion to hide sins in one hit.
My honest take: if you love a colour in the Lick range and want a low-stress, eco-friendly option for a bedroom, living room or low-traffic space, go for it. If you're doing a knockabout kitchen, kids' room or stairwell that'll take a beating, spend your money on a tougher trade finish instead. Order the stick-on samples, live with them for a few days in your own light, and decide from there.