Tony Piloseno’s journey from employee to entrepreneur was hardly typical. When he was in college, the Ohio native worked as an associate at a Sherwin-Williams store. He shared videos of himself mixing paint on TikTok, and by the sixth post he went viral. Viewers loved it, but the company was less than enthused, and he was eventually fired.
Even though Piloseno received offers to join other firms, he decided to strike out on his own, and founded Tonester Paints in 2021. Starting from the ground up was stressful, especially in the first few years after launch. “I was barely able to support myself with the small number of paint orders we had each week,” he says.
Photo: David Lawrence
Piloseno remained dedicated, and was convinced that he could turn his passion into a purpose-driven business. From the beginning though he wasn’t solely focused on sales. He showed customers how to complete their own dream interiors, from the selection of the ideal shade to tackling a DIY project.
The sumptuous colors Piloseno is known for not only cover walls, they also tell a story. Hues are evocative of places or personas. Midwest Cowboy, for example, is a black-caramel that calls to mind an upscale ranch setting. Brooklyn Vogue is on the other end of the spectrum, a deep blue-gray that references the famous borough.
Based in Florida, Tonester Paints is now a global brand, yet Piloseno still produces all of the social media content. He is active on Instagram and YouTube, and checks out new creators from the interior design world for inspiration. He captures plenty of ideas, in no particular sequence, with the help of his mobile device. “It is all extremely unorganized, but I use the iPhone Notes app every time.
Today, Tony Piloseno joins us for Friday Five!
1. Timepieces
Collecting watches has been a personal hobby of mine ever since entering the world of business and design. The craftsmanship and intention behind each piece in the market has always been fascinating to me. As someone who loves to meet new people, I have come to learn that most people you may meet have a strong personal story of how they acquired the watch they are wearing due to their own style and taste. This makes it a great way to begin a conversation and find shared interests.
2. Streetwear Culture
As a brand owner, I love the cult following that some streetwear brands have. Unlike most fashion categories, followers of a specific streetwear brand have the strongest sense of community. I love the excitement of drops that sell-out, the resale market research and demand, it’s all very intense and high energy.
3. Hip-Hop/Rap Music
Growing up in Cleveland, Hip-Hop and Rap had a big impact in our community believe it or not. The story telling and sense of motivation by specific artists in these genres have always been in my ears through every point in my childhood and early career.
4. NYC
Truly one of the most inspiring places to visit. Every time I visit, I leave with a newly charged battery full of passion, creativity and inspiration. New friends are always made on each trip!
5. Social Media
This may seem very Gen Z of me––but I truly enjoy scrolling and being active on platforms such as Instagram, TikTok and Youtube. I love seeing emerging creators in the world of interior design and people being their most creative selves. I still make all the social content for Tonester and social media is the easiest place to stay inspired and make new friends in your niche.
Works by Tony Piloseno’s Tonester Paints:
Milan Design Week
During Milan Design Week 2025, Mercoeur Edition, Tonester Paints, and Franck Genser, came together for Inspired Nuances, an immersive installation. A multisensory experience for visitors, it was a showcase of materiality, color, and form.
Photo: James Harris
M2L House
Tonester Paints and M2L joined forces to transform a historic Art Deco home in Miami Beach into a showcase of color, craftsmanship, and contemporary design. Tonester Paints developed a custom palette specifically designed to complement a furniture collection by Tacchini.
Photo: Courtesy D1 Milano
D1 Milano Watches
In collaboration with Italian watchmaker D1 Milano, Tonester introduced a limited edition series of four timepieces drawn from its Milan Design Week 2025 palette, each embodying a different moment and mood of the city.
Photo: Gabriel Volpik
Alcova Miami 2025
Franck Genser and Tonester Paints brought a serene yet powerful environment to life at Alcova Miami 2025, where material, light, and emotion converged. The installation included sculptural volumes and atmospheric hues that shifted like light across the sky.
Photo: Clemens Kois
Zappa Nest
Part of the Hollywood Hills compound built by guitarist Frank Zappa in the 1970s, the Zappa Nest was originally designed as a creative retreat for visiting musicians. Custom and signature Tonester hues were chosen for their emotional resonance, depth, and ability to shift with natural light. They anchor each room with a distinct atmosphere, creating continuity throughout the home.
