Lick made its name doing one thing brilliantly: taking the agony out of choosing. With 99 colours in our library, the palette is deliberately tight — no overwhelm, no 400 near-identical greys. That's the whole point. If you're decorating your first place, or you're a renter who doesn't want to spend a weekend agonising, Lick is a genuinely cracking starting point.
The real party trick is the peel-and-stick samples — proper painted swatches you stick on the wall and move around, rather than fiddly brush-out cards or pots you can't be bothered to open. That alone makes Lick worth a look, because choosing the right colour is 90% of getting a good result.
Where Lick shines is walls and ceilings in a clean, contemporary scheme. The whites are a strength — twelve of them, and they're easy to live with. Lick::White 07 and Lick::White 01 are reliable warm-leaning workhorses for ceilings and trim-adjacent walls, while Lick::White 02 sits slightly cooler if your room gets good light. The greens are the standout family (19 of them) — modern, slightly muted tones that suit a sitting room or bedroom without going full heritage.
But here's the honest "what about" — Lick is not a deep-pigment heritage range. If you want the chalky, light-shifting depth of a Farrow & Ball or the historical accuracy of Little Greene and Mylands, Lick won't get you there. It's also not the brand for bathrooms, kitchens or woodwork where you need a hard-wearing eggshell or specialist scrubbable finish — for those, look at Little Greene Intelligent or Benjamin Moore.
My advice: use Lick when you want a low-stress, good-looking result on a wall, and lean on those peel-and-stick samples hard before you commit. For statement rooms, period properties or high-traffic surfaces, spend your money on a deeper range. Right tool, right job — sorted.