By Tony Piloseno The journey from employee to entrepreneur was anything but typical. While in college, the Ohio native worked as an associate at a Sherwin-Williams store. He shared a video of himself mixing colors on TikTok and by the sixth post it had gone viral. Viewers loved it, but the company was less than thrilled and he was eventually fired.
Although Piloseno received offers to join other companies, he decided to strike out on his own and founded Tonester Paints in 2021. Starting over was stressful, especially the first few years after launch. “I could barely make ends meet on the small number of paint orders we had each week,” he says.
Photo: David Lawrence
Piloseno remained committed and was convinced that he could turn his passion into a business with a purpose. From the beginning, however, he was not only focused on sales. She showed clients how to complete their own dream interiors, from choosing the perfect shade to tackling a DIY project.
The luxurious Piloseno colors are known not only for covering the walls, but also for a story. Shades denote places or persons. Midwest Cowboy, for example, is a black candy reminiscent of an upscale ranch. Brooklyn Vogue is at the other end of the spectrum, a deep blue-grey that evokes the famous borough.
Based in Florida, Tonester Paints is now a global brand, however Piloseno still produces all social media content. He is active on Instagram and YouTube and seeks inspiration from new creators in the world of interior design. He captures many ideas, in no particular order, with the help of his mobile device. “It’s all super disorganized, but I use the iPhone Notes app every time.
Today, Tony Piloseno is with us for Friday five!
1. Clocks
Collecting watches has been a personal hobby of mine since I entered 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’ve learned that most people you may meet have a strong personal story of how they got the watch they’re wearing because of their own style and taste. This makes it a great way to start a conversation and find common interests.
2. Streetwear Culture
As a brand owner, I love the cult following that certain streetwear brands have. Unlike most fashion categories, fans of a particular streetwear brand have the strongest sense of community. I love the excitement of the drops selling out, the resale market research and the 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 on our community, believe it or not. The narrative and sense of motivation from certain artists in these genres has always been in my ears at every point of my childhood and early career.
4. New York
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 every trip!
5. Social Media
This might sound very Gen Z to me––but I really enjoy scrolling and being active on platforms like Instagram, TikTok, and Youtube. I love seeing up and coming 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 get 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 multi-sensory experience for visitors, it was a showcase of material, 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 paint, craftsmanship and contemporary design. Tonester Paints developed a custom palette specifically designed to complement a furniture collection by Tacchini.
Photo: Courtesy of D1 Milano
D1 Milano watches
In collaboration with Italian watchmaker D1 Milano, Tonester presented a limited edition series of four watches drawn from the 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 to life a serene yet powerful environment at Alcova Miami 2025, where material, light and emotion converged. The installation included sculptural volumes and atmospheric shades that shifted like light in the sky.
Photo: Clemens Kois
Zappa’s Nest
Part of the Hollywood Hills complex built by guitarist Frank Zappa in the 1970s, the Zappa Nest was originally designed as a creative retreat for visiting musicians. The custom and signature Tonester shades were chosen for their emotional appeal, depth and ability to shift with natural light. They anchor each room with a distinct atmosphere, creating continuity throughout the home.
