Masterchem (KILZ): primers, products, and EPD coverage

Who Masterchem is, in plain English

Masterchem Industries LLC powers the KILZ brand, now part of Masco’s coatings family and closely aligned with Behr for pro distribution and documentation. The portfolio centers on architectural primers and specialty prep coatings that live in Division 09 finishing. Think drywall PVA, stain blockers, bonding primers, mold and mildew solutions, and a few niche aerosols (KILZ Company Overview, 2025).

What they actually sell on job sites

The KILZ shelf spans several product categories that matter to specifiers:

• Drywall PVA primers for new gypsum board
• All‑purpose water‑based primers and heavy‑duty stain blockers
• Adhesion and bonding primers, plus direct‑to‑metal undercoats
• Mold and mildew resistant primers for wet zones
• Specialty aerosols and a small set of masonry or waterproofing prep coatings

Across sizes and bases, that translates to dozens of SKUs, not hundreds. It is a focused lineup rather than a sprawling paint catalog.

EPD coverage, summed up

KILZ has product‑specific, third‑party verified EPDs available today for multiple flagship primers. Public Behr/KILZ documentation lists EPDs for KILZ 2 All‑Purpose, KILZ 3 Premium, and KILZ PVA Drywall Primer, alongside HPDs and emissions labels (Behr Pro certifications, 2025). That means the core use cases in walls and ceilings are already covered with Type III declarations you can drop into submittals.

Where the gaps likely are

Oil‑based stalwarts like KILZ Original appear on technical lists without an accompanying EPD link at the time of writing (Behr Pro certifications, 2025). If a project requires product‑specific EPDs for all coatings packages, that gap can force a switch toward water‑based KILZ lines that do have an EPD, or toward competitor primers that publish one in similar performance classes. That swap can be the difference between getting specified and getting sidelined when teams tally materials credits in tight schedules.

Why EPDs for coatings are straightforward to pursue

Architectural coatings follow a mature Product Category Rule that NSF keeps current. The ACA Architectural Coatings PCR was extended and remains valid through June 30, 2026, so manufacturers can continue publishing compliant EPDs without waiting on a new rule set (NSF PCR program, 2025). For teams planning renewals, that timeline matters because EPDs typically run a five‑year validity period under the program operator’s rules, which fits normal spec cycles.

The LEED reality check

LEED v5 was ratified by USGBC members on March 28, 2025. Many owners and designers are aligning procurement with v5 expectations, and product‑specific, externally verified EPDs remain a reliable way to support materials credits and whole‑building LCA math (USGBC, 2025). If your primer lacks an EPD, project teams often default to a similar product that has one, even when performance is otherwise equal. You dont want your primer to be the reason a finish package loses momentum.

Competitive set KILZ meets most often

In commercial interiors and light healthcare, KILZ competes with Sherwin‑Williams, PPG, and Benjamin Moore. In value‑driven tenant improvements and education, add Valspar and Rust‑Oleum’s Zinsser. Several of these peers maintain broad EPD catalogs for architectural coatings, which is why their lines frequently appear on bidder‑approved lists.

What this means commercially

For Masterformat 09 packages, a primer EPD removes friction. It avoids penalty factors that modelers apply to non‑declared products and keeps the finish schedule intact. Sales teams also gain access to owners and GCs who pre‑qualify on transparency, not just price. The paperwork is not the hero, but it keeps your hero from being cut in the third act.

If you were Masterchem’s product leader

Prioritize EPD coverage on any high‑volume primer that still lacks one, especially oil‑based or specialty blockers that specifiers still ask for out of habit. Pick a partner who can shoulder data wrangling across plants and SKUs and publish with the program operator your customers recognize, often UL in North America. Aim for clarity on declared unit and tinting, keep bill‑of‑materials clean, and lock a reference year that procurement can live with.

Quick links for spec writers

If you need to verify EPD availability fast, start with the KILZ product pages for PVA, 2 All‑Purpose, and 3 Premium, where EPD links live alongside TDS and SDS. For a master list that includes HPDs and emissions labels, bookmark the Behr and KILZ sustainability product list (Behr Pro certifications, 2025). The PCR status sits with NSF’s public register, which is the authoritative source on validity windows (NSF PCR program, 2025).