Edward Bulmer makes genuinely lovely natural paints — pigment-rich, breathable, properly old-fashioned in the best sense. But the price reflects all that, so if you love Milk White and your budget doesn't, you've got solid options.
The standout is Dulux Elderflower Tea (LRV 72.4) at ΔE 0.2 from the original. That's imperceptible — under a ΔE of 1 the human eye can't reliably tell two colours apart, so on the wall you simply won't see a difference. Dulux Heritage or the standard Dulux range will get you that colour for a fraction of Bulmer money, and the coverage is reliable.
If you'd rather a more boutique feel without the boutique premium, COAT Humble (LRV 73.3) lands at ΔE 0.5 — also imperceptibly close. COAT is water-based, low-VOC and ships quick, which suits people who liked the eco angle of Bulmer in the first place.
Third option is Crown Ivory Stone (LRV 77.2) at ΔE 1.5. Still very close, but it's a touch lighter and cleaner — worth a sample pot if you want a slightly brighter, less creamy read.
The one honest caveat: Edward Bulmer's natural paint has a distinctive flat, chalky depth that comes from its earth and mineral pigments. A conventional acrylic match nails the *colour* but won't replicate that exact surface quality — it'll read a hair more uniform and modern up close. For most rooms nobody will ever notice. If the matte, slightly imperfect Bulmer finish is the whole point for you, no dupe gives you that.
My steer: order sample pots of Elderflower Tea and Humble, paint a metre square of each next to your inspiration, and look at them morning and evening. One of those two will sort you out and save you a packet. Buy your topcoat in the right sheen for the room and you're done.