Alpha Chroma is a Philippine brand of paints, coatings, colorants, primers, finishes, and related surface-preparation products. The brand is owned and manufactured by Asian Coatings Phils., Inc., a Philippine paint manufacturer based in Santolan, Pasig, Metro Manila. Its product portfolio covers architectural and decorative painting as well as coatings for concrete, roofs, floors, wood, and metal.1

The brand is marketed as “Alpha Chroma Premium Paint” in Philippine trademark records and company materials. Its product range includes both water-based and solvent/oil-based systems, together with specialized products such as colorants, textured coatings, primers, lacquers, wood finishes, and floor coatings.

The company’s official Alpha Chroma page organizes its portfolio into concrete wall paint, roof paint, wood paint and finishes, concrete flooring, metal, surface preparation, colorant, and reducers/thinners.1

Publicly available records do not provide a detailed chronological history of Alpha Chroma’s founding, but Philippine intellectual-property records establish the brand as an Asian Coatings product line by at least 2022–2023.

In June 2022, Asian Coatings filed several Alpha Chroma-related marks, including Alpha Color, Alpha White, Alpha Mix, Alpha Floor, and the broader Alpha Chroma Premium Paint mark. These filings were classified under Class 2, covering paints.2

The brand subsequently expanded its trademark portfolio. Philippine Intellectual Property Office records show later Alpha Chroma applications covering products such as Alpha Pool, Aqua Pool, and other specialized paint products.2

A 2024 recruitment listing from Asian Coatings also described Alpha Chroma Premium Paint as a new brand whose visual identity was being developed by the company’s marketing team.3

More recent Philippine trademark records from 2026 continue to show Asian Coatings registering Alpha Chroma-related marks, indicating that the brand remains an active part of the company’s product portfolio.2

Alpha Chroma is a brand of Asian Coatings Phils., Inc.

Asian Coatings describes itself as a Philippine paint manufacturer whose business encompasses solutions for surface preparation, painting, and waterproofing. The company operates multiple paint brands and product lines, with Alpha Chroma forming one of its premium-oriented paint portfolios.3

The company’s listed address is:

48 Amang Rodriguez Avenue, Santolan, Pasig 1610, Metro Manila, Philippines.1

Alpha Chroma’s portfolio is considerably broader than conventional wall paint. Asian Coatings categorizes the brand’s products into several major areas.1

Concrete and wall paints

The brand produces coatings intended for concrete walls and architectural surfaces. Examples include Alpha Colors, acrylic latex paints, primers, concrete putties, and specialized concrete coatings.

The range includes products intended for both interior and exterior applications.1

Roof coatings

Alpha Chroma offers roof-paint products, including Alpha Roof, a 100% acrylic roof coating listed by Asian Coatings.1

Roof products are designed for coating and protecting roof surfaces while also providing decorative color.

Floor coatings

Alpha Floor forms part of the brand’s concrete-flooring portfolio. The broader range includes products intended for decorative and protective flooring applications.1

Wood finishes

One of Alpha Chroma’s more extensive categories is wood finishing.

Products listed by Asian Coatings include:1

• Alpha Strong NGR Woodstain
• Alpha Strong Spar Varnish
• Alpha Strong Oil Woodstain
• Alpha Strong Bespar Spar Varnish
• Alpha Strong Lacquer Primer
• Alpha Strong Lacquer Topcoat
• Alpha Strong Hi-Solids Clear Lacquer products
• Lacquer glazing putty
• Polyurethane floor sealer
• Polyurethane clear topcoat

These products position Alpha Chroma not merely as a house-paint brand but as a broader surface-finishing system.1

Metal coatings

The Alpha Chroma range also includes products for metal surfaces, including primers and protective coatings.

Among the listed products is Alpha Strong Alkyd-Based Metal Primer, as well as other products categorized for metal applications.1

Colorants

Color customization is another important part of the Alpha Chroma portfolio.

The company lists:1

• Alpha Chroma Acry-Color
• Alpha Chroma Acry-Tile Tinting Color
• Alpha Chroma Oil-Based Tinting Colors

The Acry-Color product is described as a high-strength, water-based colorant designed for tinting latex paints and producing customized decorative shades.1

Surface preparation

Alpha Chroma also supplies products used before painting, including primers, putties, sealers and other surface-preparation materials.

This reflects a broader approach in which the brand provides multiple components of a painting system rather than simply selling the final decorative coat.1

Textured coatings

The brand has also developed specialty decorative coatings.

Alpha Chroma Textured Coating, for example, is an acrylic-based coating designed to create low- or high-profile textures on interior concrete walls and ceilings. It can also help conceal minor surface imperfections.4

Alpha Chroma’s portfolio spans multiple coating technologies rather than relying on one formulation.

Its products include water-based acrylic systems, acrylic latex paints, alkyd-based products, lacquers, varnishes, polyurethane finishes and specialty coatings.1

This allows the brand to address different substrate and performance requirements:

• Concrete
• Cement-based walls
• Ceilings
• Roofs
• Floors
• Wood
• Metal
• Decorative surfaces

The result is a product ecosystem that can cover a project from surface preparation → priming → color/tinting → topcoat → specialized finishing.

Alpha Chroma is officially associated with the designation “Premium Paint.”

Philippine trademark records have repeatedly used the wording “HIGH PERFORMANCE ALPHA CHROMA PREMIUM PAINT.” The 2026 trademark filing, for example, identifies Alpha Chroma Premium Paint as a Class 2 paint product belonging to Asian Coatings Phils., Inc.2

This provides an indication of the intended market positioning: Alpha Chroma is presented as a higher-performance paint and coatings line rather than simply a basic commodity paint range.

However, it is worth distinguishing brand positioning from independently verified performance claims. “Premium” and “high performance” are part of the brand/trademark presentation; specific performance should be evaluated from the technical data sheet of each individual product.

Alpha Chroma has also appeared in the Lead Safe Paint® certification program.

Lead Safe Paint’s manufacturer listing identifies Asian Coatings Phils., Inc. and lists Alpha Chroma among its certified brands since 2023.

This is particularly relevant in the context of architectural paint because lead content in decorative coatings is an important public-health and regulatory concern.

The name Alpha Chroma combines two concepts:

• Alpha — suggesting a leading, primary, or foundational position.
• Chroma — a term associated with color intensity and saturation.

The resulting name naturally communicates a brand centered on color, coatings, and surface transformation.

The company’s product architecture reinforces this idea through names such as Alpha Colors, Alpha Color, Alpha White, Alpha Mix, Alpha Floor, Alpha Roof, and other Alpha Chroma-branded systems.2

Alpha Chroma’s products can be broadly associated with several customer and application groups:

Residential

Homeowners and DIY users can use the range for:

• Interior walls
• Exterior walls
• Ceilings
• Roofs
• Floors
• Doors and woodwork
• Decorative finishes

Construction and contractors

Contractors can use the brand’s broader system of primers, paints, colorants, coatings and finishing products for building projects.

Professional finishing

Woodworkers, furniture finishers and other professionals can use the lacquer, varnish, woodstain and polyurethane products within the range.1

Specialty applications

The brand also extends into textured coatings, floor coatings, metal primers, traffic-related coatings and other specialty products.1

Alpha Chroma products are commercially available through Philippine hardware and paint-supply channels. For example, Philippine hardware retailers list Alpha Chroma products including glazing putty and automotive-related primer products.

The brand is therefore positioned within the broader Philippine architectural and coatings market rather than as an exclusively direct-to-consumer paint company.

Alpha Chroma should not be confused with Asian Coatings itself.

Asian Coatings Phils., Inc. is the manufacturer/company, while Alpha Chroma is one of its brands.

The company’s broader portfolio includes other paint brands and products. A company recruitment listing, for example, identifies Rain or Shine Paint as one of Asian Coatings’ flagship brands while separately referring to Alpha Chroma Premium Paint as a newer brand.3

Thus, the corporate relationship can be summarized as:

Asian Coatings Phils., Inc. → Alpha Chroma → Paints, coatings, colorants, primers and finishes

Based on its official product structure and trademark activity, Alpha Chroma can be characterized as a broad-spectrum Philippine paint and coatings brand with an emphasis on color, versatility and higher-performance finishing systems.

Rather than concentrating exclusively on household wall paint, the brand covers a relatively wide range of substrates and applications, including concrete, roofs, floors, wood and metal.1

Its strongest differentiating characteristics appear to be:

• Broad product range
• Color customization
• Multiple coating technologies
• Architectural and decorative applications
• Wood and specialty finishing products
• Surface-preparation products
• Philippine manufacturing and distribution
• Premium/high-performance positioning

As of 2026, Alpha Chroma remains an active brand of Asian Coatings Phils., Inc. Its official website continues to maintain a dedicated Alpha Chroma product portfolio, while Philippine intellectual-property records show new Alpha Chroma trademark activity as recently as April 2026.12

The latest trademark activity also suggests continuing expansion or formalization of the brand’s product portfolio, including products associated with specialized applications such as pool coatings.2

1. Alpha Chroma – Asian Coatings
2. 1
3. Asian Coatings Philippines hiring Multimedia Artist in Pasig, National Capital Region, Philippines | LinkedIn
4. Alpha Chroma Textured Coating | Asian Coatings Philippines Inc | PH