The wall finish that no one in the U.S. is doing yet…

3 Apr 2026 · 1 min

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In this promotional monologue, Dan Novaes introduces silk plaster, a luxury wall finish gaining popularity overseas but virtually unknown in the United States. He describes its dual aesthetic: a high‑end textured appearance by day and a soft, expansive glow at night, especially when premium additives like glitter or metallic flakes are used. Novaes emphasizes the massive market gap—almost no competition stateside—making it a prime opportunity for entrepreneurs. He outlines a simple, low‑overhead business model: source the base silk plaster mix, add premium additives, ship the product to installers, and let them apply it. No large equipment or extensive renovation is required. He claims early adopters are earning thousands of dollars per week, highlighting the lucrative earnings potential for those who move first.

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Nobody is making money like this in the US right now. There's a wall finish blowing up overseas and almost zero people here have heard of it. It's called silk plaster, and the glow-in-the-dark version looks like something out of a luxury hotel. During the day, it looks like a high-end textured wall. At night, it gives off this soft, expansive glow. Homeowners see it once and they know immediately. No furniture, no renovation, just the walls, and people are paying hundreds of dollars per room. Here's the part that's insane, and that there's almost no competition at all. You source the silk plaster mix, You add the premium additives, glitter, metallic flakes, you send it to an installer, and that's the whole business. No giant equipment, no huge overhead, just a skill nobody around you is offering yet. The guys doing this are making thousands of dollars every single week, and they just got here because they moved first.