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Henry Levinson established a small family company in 1933, named Permanent Pigments Company. He initially only made artist oil colors. In 1955, Permanent Pigments invented the first water-based acrylic gesso. Levinson tried to think of a name that aptly described this new invention, a medium that could go from fluidity to heavy texture. He decided on the name Liquid Texture, or Liquitex.

Mr. Levinson’s idea soon took off, and in 1956, the first commercially available fluid acrylic colors, known as Soft Body paints, were developed. The first heavy bodied, water-based acrylic colors, called Heavy Body, followed in 1963.

Liquitex has a long history of creativity, but creativity doesn’t always begin in a laboratory. With this in mind, the company created a Lecture Demonstration Program that still continues to this day. In 1965, it was the first program of lectures and demonstrations given by practicing artists to students at colleges and universities throughout the United States. This program is known today as the Artist Outreach Program.  [ visit manufacturer website ]