Golden Artist Colors Launches SoFlat Matte Acrylics

February 01, 2021

Velvety Smooth, Durable Surface with Natural Leveling Quality

Artists have always been drawn to the enigmatic quality of matte color, and SoFlat delivers with a glare-free surface that allows the depth and intensity of each color to take center stage.

“Artists have used gouache for centuries because of its matteness and opacity, but are restricted by its inherently sensitive paint film,” said CEO, Mark Golden.  “With the introduction of SoFlat, artists will be able to move beyond these limitations. SoFlat will provide them with a velvety smooth, durable surface. The new product line, which has a flowing consistency, is also compatible with other acrylic paints and mediums, increasing the range of creative effects that artists can achieve.” 

Perhaps the most distinctive quality, and the one that might be most unique to SoFlat, is the paint’s exceptional coverage and natural leveling quality as it dries.  The paint relaxes after being brushed out, making it easier to minimize the appearance of brushstrokes for uninterrupted fields of rich, matte color.  When striving for that pure color effect, artists need a paint that goes down evenly with full intensity in as few coats as possible.  While some pigments are naturally transparent, SoFlat has a unique formulation that provides greater opacity from these colors than is normally found in acrylic paints.  This unique combination of qualities can only be found in SoFlat Matte Acrylic Colors. 

Artists can choose from 40 colors, including six fluorescent colors.  Each color is offered in 2, 4 and 16 oz. wide mouth jars.  Also available are two six-color sets of 2 oz. jars:

  • 974-0 SoFlat Pop Set
    • Bold colors inspired by mid-century pop art and probably the best starting point and value for flat, matte, painting.  Six – 2 oz. jars: Cadmium Primrose, Naphthol Red Light, Ultramarine Blue, Permanent Green, Black and Titanium White.
  • 975-0 SoFlat Zing Set
    • Bright, surprising, high-chroma and intense – the colors of the Zing Set will jump off your artwork.  Six – 2 oz. jars: Bismuth Vanadate Yellow, Cadmium Orange, Naphthol Pink, Red Violet, Cobalt Teal and Yellow Green.

Look for SoFlat Matte Acrylic Colors at your local art supply retail store beginning mid-March.  To learn more product details, tips and tricks, and application information about SoFlat, go to Additional online content will be added to the site in the coming weeks, so check back often!


Golden Artist Colors Launches SoFlat Matte Acrylics