Boero

Genoese since 1831, when Bartolomeo Boero opened a workshop making white lead — for centuries the only white there was. The house never left the city: its seat is the Palazzo Boero on via Macaggi, dated 1926.

Three trades since: architectural paints, marine and yachting. This is the colour of Ligurian façades, whose painted renders are most of what that coast looks like.