The Pivot from Paint to Additive – The Move Behind the Oxygen Pouch
At Creative Oxygen Labs, our mission has always been clear, to make the air we breathe in the places we live and work in cleaner, healthier, and smarter. For the past few years, we’ve worked tirelessly on developing a new category of wall coating that actively purifies indoor air while at the same time eliminating surface contamination from mold and bacteria using ionic and photocatalytic processes. But after extensive R&D, customer feedback, and a deep dive into the global paint supply chain, we decided to make a strategic pivot from manufacturing paint to offering the Oxygen Additive as a 60-gram pouch that can be added to any acrylic paint on the market. From Sherwin Williams to Benjamin Moore and any other paint brand of your choosing, it works.
This move wasn’t a step back. It was a step forward a deliberate decision to empower people and simplify the path to cleaner air with the following objectives.
1. Freedom of Choice: Oxygen for Every Brand
We realized that customers love their favorite paint brands and that loyalty runs deep. People trust the color, texture, and performance of the paint they’ve used for years. But they also want cleaner indoor air and better health outcomes for themselves, their families, employees and in general their living and work environment. So instead of asking customers to switch brands, we made Oxygen compatible with them all.
The Oxygen Additive can be mixed into any standard acrylic wall paint. Infused with smart earth minerals, it instantly turns the paint into “paint with ionic powers”.
The process in using Oxygen is simple: open the pouch, mix 60 grams into one gallon of your chosen paint, mix for 2 minutes until fully dispersed and apply as a top coating one a well primed or previously painted wall or ceiling as usual. Within minutes, you’ve upgraded your walls into active surfaces that continuously help reduce indoor pollutants, bacteria, and VOCs.
2. Clean Tech Meets Convenience: The Last Mile Strategy
Our research into manufacturing and logistics revealed a consistent bottleneck, large paint producers weren’t ready to integrate clean-air technology into their existing formulations. Many tried, but they couldn’t stabilize their paints without compromising quality or shelf life.
That’s when we shifted gears. Instead of waiting for the paint industry to adapt, we took a last-mile approach. We created the 60 gram Oxygen pouch, a compact, easy-to-use format that fits in the palm of our customers hands. You no longer need a special “Paint.” You just need the Oxygen additive itself.
Now, clean air innovation can be mixed, stirred, and rolled directly onto your walls, anytime, anywhere.
3. Smarter Application: One Wall at a Time
Another important insight came from how people think about painting. Many homeowners were hesitant to repaint their entire homes. So, we reimagined the process. What if cleaner living spaces could start with just one wall per room?
Because Oxygen’s earth-mineral infused formula works through photocatalysis, even one coated wall per room can help purify the air circulating through your home or office space. Let’s not forget air molecules don’t stand still, they move and upon contact with the Oxygenated surfaces they will become activated. It’s a simple way to start making a big difference without the pressure or cost of a full home renovation.
4. Cost and Simplicity: A Clear Decision
Paint aisles are crowded with endless price points, brands, and finishes. We didn’t want Oxygen to add to that confusion, we wanted to make it easier. One 60-gram pouch of Oxygen is designed to treat one gallon of paint, enough for approximately four walls across four rooms.
That’s it. No complicated bundles, no special paint lines just a simple, affordable way to make any paint work smarter for your health and your home.
The Bigger Picture
Our pivot back to additive isn’t just about product strategy, it’s about accessibility, sustainability, and impact. Clean air shouldn’t be a luxury or limited to a single brand of paint. It should be universal.
With Oxygen Additive, we’re giving everyone from homeowners, painters, architects, and builders the ability to take indoor living to a new level that incorporates better health and wellness, one wall at a time.
Breathe Better. Live Better. Paint Smarter
With Oxygen