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Founded Year



Seed VC | Alive

Total Raised


Last Raised

$2M | 4 yrs ago

About Clare

Clare is a direct-to-consumer paint startup.

Clare Headquarters Location

New York, New York,

United States

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Expert Collections containing Clare

Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.

Clare is included in 3 Expert Collections, including E-Commerce.



9,743 items


Home Goods & Furniture

263 items

The Collection includes startups developing products across home goods categories, including furniture, mattresses, bedding, towels, cookware, and other home accessories.


Direct-To-Consumer Brands (Non-Food)

1,192 items

Startups selling their own branded products directly to consumers through owned e-commerce channels, rather than relying on department stores or big online marketplaces.

Latest Clare News

Backdrop vs. Clare - how the two home paint startups compare

Dec 21, 2020

Business Insider An icon in the shape of a person's head and shoulders. It often indicates a user profile. Log in US Edition Registration on or use of this site constitutes acceptance of our Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. Good Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. More Button Icon Circle with three vertical dots. It indicates a way to see more nav menu items inside the site menu by triggering the side menu to open and close. Alyssa Powell/Business Insider When you buy through our links, we may earn money from our affiliate partners. Learn more. Backdrop and Clare are two direct-to-consumer paint startups that want to make shopping for paint less painful, more convenient, and even fun. Both sell durable, low-VOC paint, available in a curated selection of colors, for $59/gallon at Backdrop and $54/gallon at Clare. Backdrop offers a larger selection of supplies and tools, while Clare offers more color and paint types. Mattresses: too many to count, but you know Casper and Leesa , of course But as millennials start buying their first homes, it didn't take long to discover that every part of shopping for something as innocuous as paint, even when it came to choosing colors, was stressful. In 2018, Backdrop and Clare launched to relieve the stress of poring over 10 similar shades of blue once and for all. These startups focus on curation, quality, and simplicity rather than excess choice, and hope to change the way we shop for paint and infuse some enjoyment into the whole process, from picking out colors to getting up on that ladder and painting the walls. They're not promising that watching the paint dry will be the most exhilarating experience of your life — that part's still pretty boring — but they are betting that you'll ultimately step back, admire your work, and think, "That was 100 times easier than the last time I tried to paint this room. "  Since they both launched around the same time and have similar value propositions, we've broken them down on all the factors you should care about, including price, color options, and additional tools and resources. Who's helping you shop for paint? Backdrop The founders of Backdrop are husband-and-wife duo Caleb and Natalie Ebel, who have backgrounds from Warby Parker and Pencils of Promise, and are approaching paint from the perspective of ordinary consumers. They've painted every house they've ever lived in, so they're very familiar with the many points of friction in the paint-shopping experience. Clare Clare founder Nicole Gibbons is an interior designer who has appeared on HGTV, The Rachael Ray Show, and Elle Decor. Her expertise in interior design helps reveal to shoppers the potential joys of shopping for paint and the transformative power of color. Types of paint sold and how much a bucket costs Backdrop Backdrop sells six types of paint: Standard Finish (low-sheen, semi-matte), Semi-Gloss Finish, and Primer for the interior of your home, and the same for the exterior. Each gallon of interior paint comes in a rectangular, easy-pour bucket and costs $59. Exterior paint comes in a 5-gallon container and costs $325. Shipping and returns are free. Clare Clare sells four types of paint: Wall Paint (low-sheen, semi-matte), Trim Paint (semi-gloss), Primer, and Ceiling Paint. The wall and trim paints gallon come in a cylindrical bucket and cost $54, while the primer and ceiling paint at $42. Shipping is free on orders over $100, and returns will encounter a $7 per gallon restocking fee. Color and sampling options Backdrop Backdrop features a curated collection of 58 colors, which you can sort by type of color (e.g. neutral, bold) or hue (e.g. red, green). To preview how a color would look on your wall, you can order a 12"x 12" adhesive sample for $3. All samples ship for free. Clare Clare offers a similarly curated collection of 58 colors. They're grouped automatically by color, which might be easier to shop visually than on Backdrop's site, but you can also sort by hue or undertone (e.g. warm, cool). Clare's adhesive samples measure 8"x 8" and also cost $2 each, with free shipping. What the paint is made from and how it applies In terms of the paint itself, there's not a huge difference in the composition and how they apply, but there are subtle differences in the VOC count and what certifications each company holds. The certifications both indicate that the paint has been rigorously tested under laboratory conditions and meets standards for performance and environmental safety. Backdrop Low-VOC Zero VOC  Backdrop Use Backdrop's Paint Calculator , which asks whether you're painting a room or just a wall, how many people will be doing the job, and the measurements of the space, to calculate how many gallons you should order and any other tools you might need. Clare Before you even start shopping, you can take Clare's Color Genius Quiz , an eight-question quiz that gives you personalized color recommendations based on the type of room you're painting, your style, and other preferences. Then, on each product page, there's an "Estimate Quantity" tool you can use to calculate how many gallons you should order. It also asks for the room's measurements and takes doors and windows into consideration. Other tools and accessories you can shop Backdrop Backdrop sells one main Essentials Kit , which has 11 pieces, costs $45, and includes tape, paintbrush, large roller frame, two large roller covers, roller cover, roller handle, tray, and three tray liners. You can also get these supplies, as well as a few others (putty knife, spackle + sandpaper kit, painter's shirt), à la carte. The brand has also a short-sleeve painter's shirt in collaboration with the clothing label Coming Soon. Clare Clare sells four different pre-set kits, ranging from $15 to $54. Its largest kit has eight pieces, costs $54 and includes a plastic drop cloth, tape, 2" paintbrush, 9" roller frame, 9" roller cover, 9" metal tray, 9" tray liner, and 2-4' extension pole. You can also get these supplies, as well as a few others (mini roller frame and cover), à la carte. Clare also sells merch and its first drop is a gray sweatshirt that reads "indoor person." The bottom line

Clare Web Traffic

Page Views per User (PVPU)
Page Views per Million (PVPM)
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Clare Rank

  • When was Clare founded?

    Clare was founded in 2017.

  • Where is Clare's headquarters?

    Clare's headquarters is located at New York.

  • What is Clare's latest funding round?

    Clare's latest funding round is Seed VC.

  • How much did Clare raise?

    Clare raised a total of $2M.

  • Who are the investors of Clare?

    Investors of Clare include Able Partners, Brooklyn Bridge Ventures, Neil Parikh, Andy Katz-Mayfield, Jeff Raider and 6 more.

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