Founded in 1950 in Shawinigan, Quebec, Société Laurentide is one of Canada's oldest and most respected paint manufacturers, built on a tradition of innovation, environmental stewardship, and community partnership. From its earliest years, the company has invested in R&D to create coatings that meet the highest standards of performance, durability, and environmental responsibility.

In 1993, long before sustainability became a mainstream concept, Société Laurentide launched Laurentide Environment, a dedicated division focused on the recovery and reprocessing of post-consumer paint. This pioneering move laid the foundation for its circular economy model and established the company as an early leader in paint recycling. That commitment culminated in the launch of Boomerang® in 2001—the first recycled paint brand of its kind in Canada—offering high-quality, eco-certified coatings made from recovered materials.

The company’s focus on innovation continued with the introduction of the Infinite Base™ tinting system in 2014. This universal base allows retailers to produce a full range of paint colors using a single formulation, streamlining inventory, reducing waste, and ensuring color consistency across applications. Such technological advancements reflect Laurentide’s ongoing efforts to simplify processes while improving product quality.