Paint Couture is NOT a chalk like paint, and it has no chalk. Paint Couture is NOT a latex paint! Paint Couture is a zero VOC product. Paint Couture is environmentally safe, 100% acrylic based paint, without any of the highly carcinogenic PVA (polyvinyl alcohol). The paint is formulated to have great adhesion properties to all kinds of smooth surfaces. On most surfaces it does not need a primer! In most cases Paint Couture is a far easier product to work with than chalk-based products. The results are beautiful and more professional looking than with the chalk like or simple inexpensive latex paint finishes. It easily produces smooth contemporary and elegant finishes. Paint Couture will dry very hard and is extremely durable because it is an acrylic paint. It will not show the wear chalk type paints show so quickly.