Gush! was conceptualised and formulated by a passionate group of innovators from Singapore who strongly believe that paints can and should do more for you. The idea of creating an air-purifying interior paint came to the founders when they realised that indoor air pollution is 3 to 5 times worse than outdoor air pollution. Having struggled with asthma and allergies aggravated by indoor air pollution at an early age, they could testify on the harmful effects that bad air quality has on health and productivity. Considering that most people spend 80% of their time indoors, it became clear that more had to be done to combat indoor air pollution. The founders dabbled with the idea of turning interior walls into functional tools as they are the largest surface area in a room.