There’s something hypnotic about watching paint swirl and shift into the perfect hue. It’s the kind of content that makes you pause mid-scroll and lose track of time. For millions of people online, that’s exactly what happens every time Tonester Paints appears on their feed.

Takeaways New Hide ▲

Handcrafted paint colors bring

personal touch and emotion

to home decorating

Viral paint-mixing videos

created engaging content for

entertaining millions online

Tonester Paints helps people

connect emotionally with

the rooms they live in

Unique shades designed for

stylish interiors, including

brownstones and bungalows

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Founded by Tony Piloseno, the Ohio native who turned a paint-mixing side job into a viral creative empire, Tonester Paints has become the rare brand that’s equal parts aesthetic inspiration and heartwarming origin story. What started as a college student’s love for color has evolved into a design-forward company redefining how we see and choose paint.

The Viral Beginning

In 2020, while finishing his senior year at Ohio University, Tony worked part-time at Sherwin-Williams. Between mixing paints for customers, he began recording short videos of the process: rich pigments pouring together in rhythmic swirls, color by color, until the final hue emerged. There were no frills, just pure visual satisfaction. Within six videos, his TikTok account exploded, amassing over a million views.

But what could’ve been a dream marketing moment for Sherwin-Williams quickly became a turning point. When Tony pitched the idea of turning his videos into a campaign, the company dismissed it — and him. That setback, however, sparked something bigger. Instead of walking away from his passion, Tony created Tonester Paints, a brand born out of creativity, resilience, and love for color.

Handcrafted Colors

Unlike corporate paint lines, Tonester Paints doesn’t rely on generic swatches or algorithm-driven shades. Each color is handcrafted and made by someone who, as Tony puts it, “genuinely loves and understands paint.” His human-centered approach resonates with people craving authenticity in a design landscape often dominated by mass production.

The result is a collection of shades that feel deeply personal, from buttery neutrals to unexpected, mood-rich tones that look like they belong in a Brooklyn brownstone or a Palm Springs bungalow. Every pour, swirl, and blend feels intimate and intentional, reflecting the idea that color can transform not just a space, but a feeling.

Beyond the Screen

Today, Tonester Paints has grown from viral clips to a full-fledged brand shipping thousands of gallons across the country. And soon, fans will be able to experience the brand IRL: its first retail store opens in Orlando, Florida, marking the beginning of an exciting new chapter.

With plans to expand to Europe and collaborate with interior designers, Tony is proving that Tonester Paints is more than a viral phenomenon. The brand’s commitment to individuality, craftsmanship, and storytelling has positioned it as one of the most compelling names in design today.

Color, Creativity, and Connection

What makes Tonester Paints so irresistible is the connection. In every video, Tony reminds us that creativity can come from anywhere and that beauty often begins with curiosity. His shades might be mixed in a can, but the emotion they evoke is something you can’t manufacture.