I reluctantly tried their test of putting a layer of ceramic powder on my hand and then placing a lit propane torch on it. I was not burned. Most particles used are microscopic hollow ceramic spheres. They are produced under high temperature so that when they cool, a partial vacuum is created inside. In effect, they become millions of tiny Thermos bottles on your wall.
Some paints also use platelets for additional ceramic coverage.
The other technology uses microscopic aluminum particles encapsulated in infrared transparent binders. These particles, which cannot be seen in the paint, minimize radiant heat transfer. There are different formulas for walls and ceilings. With its high opacity, it provides good coverage per gallon. Another option is to buy the ceramic sphere powder and add it to your own wall or house paint.