Earthborn earns its keep in two situations: when you want proper breathability, and when you want a paint that's as low-toxin as it gets.
The star is their Claypaint — a clay-based, highly breathable emulsion that's brilliant on lime plaster, older period walls, and anywhere damp needs to move through the wall rather than getting trapped behind a plasticky film. If you've got a Victorian or Georgian property with original lime, this is the kind of paint that lets the fabric breathe properly. Their Eco Pro range is the more practical, harder-wearing emulsion for everyday modern homes if breathability isn't your main concern.
The other big reason people reach for Earthborn: it's about as clean as paint gets. Virtually VOC-free, no acrylics, no oils, and it carries the EU Ecolabel. That makes it a genuine favourite for nurseries, children's rooms and anyone with sensitivities — you're not gassing the room out for weeks after.
The colour palette suits this softer, chalky character. Earthborn::White Clay is a lovely warm off-white that doesn't go cold or clinical — far nicer in a real room than a brilliant white. For a child's room, Earthborn::Flutterby gives you a soft, gentle tone, and Earthborn::Sandy Castle is a warm, sunny neutral that works beautifully in north-facing spaces that need lifting. With 85 colours in the FiniSpec library — 28 of them whites — the range is curated rather than overwhelming, which I rather like.
The "but what about" question: durability. Claypaint has a gorgeous flat, matt, almost suede finish, but it's not a scrubbable bathroom or kitchen splashback paint. For high-traffic, wipeable areas use Eco Pro instead, and don't expect Claypaint to take a beating in a busy hallway.
Practical advice: match the product to the room. Claypaint for breathability and period walls, Eco Pro for everyday durability, and always prime fresh plaster with a thinned mist coat first. Test the chalky matt finish in your own light before committing — it reads quite differently to a standard vinyl matt.