Did you do two coats?

The only issues I’ve had with Aura have been with touch ups - flat/matte is touted as easy to touch up, but when I tried the touched up spots came out much glossier.

I've had good luck touching up Aura matte. My handy-dandy trick is to dampen a sponge brush first and apply 2 or 3 super light coats over the spot and softly feather out the edges.

I did use a small sponge brush, but stopped at two coats - it was a tiny ding that just kept getting more noticeable as I tried to feather it out. Maybe because it’s a dark navy? But I had the same issue with Aura Bath&Spa in a lighter color, it’s just much less noticeable. I was very surprised since I had no problems touching up eggshell Regal Select in several rooms/colors.

Yes, we applied 3 full coats trying to get the sheen and color even. I think I'm ready to move on from BM Aura. :-( Three full coats should really do the trick.

The local BM paint store manager suggested that I needed to prime and seal the wall before applying the aura paint, and of course, I said that aura is supposed to have the primer in it already-that's one of the main selling points of Aura. He said "I know". He was very nice and comped me some primer and paint, but, I still have to repaint the room and that will be a pain. I will definitely consider a different paint brand for the next room I paint.

I have Aura in two rooms. The matte formula over primer looks gorgeous. The satin version that went over the old BM paint in the adjoining room looks weird— splotchy almost but not quite. Yes, sheen issues. Both have 2 coats. We have plaster walls.

@Missenigma your post is very helpful should I try again.

I do recommend reading the directions on the can and online. I was surprised how specific they were. I read them after painting the splotchy room unfortunately.

I have read on Painttalk.com, that several of the pros do not care for the Aura, and have had the same issues with uneven sheen as the OP describes.

I just finished up a large lower level family room/kitchen/dining/hallway area with Benjamin Moore's Scuff X in matte. (All new drywall with primer.) One full wall of windows, and no uneven sheen at all. Scuff X is from their commercial line, but with 14 grandchildren, I wanted something durable!

missenigma, glad I'm not the only one to find that California Paints has NOT lived up to the hype! They originally said they were keeping the Muralo paint the "same"! NOT! (BTW, rumor has it they are selling to PPG!) So sad - Muralo was amazing paint!

Thanks all for the helpful comments and tips. I wouldn't say I'm 100% methodical with my painting technique but, I've never had these sheen or color issues with a paint before so I'm inclined to think it's the paint and not the painting technique. Having used the Aura Bath and Spa Matte with great results I'm of the mind that it's the paint. Turns out I had ordered the Aura Eggshell not the Matte for the laundry room. I think what I will do is try one large square of primed and then painted in the Aura paint and see how it goes. Working a smaller patch until I know the primer + paint will give desirable results seems like the way to go. If not, I will give Miller paint another whirl-I've used their paint before with no issues.

If you are in a Miller Paint area I would go with them. It was by far the best paint I ever used and I only wish they served PA (moved from the west coast).

The best I have found available in PA is C2. I have tested Aura and Regal Select along with several SW paints. I was not thrilled with the flashing I got with Aura. I have not used Spa so I can't speak to it.

I always prime first with the appropriate primer for the application. (Usually one of the Zinsser primers (123 or BIN.)

Just to recap, I washed and rinsed my laundry room walls before painting with BM Aura, in the color Crisp Linen. After painting 3 coats the finish and color consistency were both terrible. I proceeded to prime with "Benjamin Moore Sure Seal" primer, and then put two more coats of the Crisp linen on the walls. The last two coats were applied with a pad instead of a roller. Finally! I was victorious and the color looks great now. For me, Aura was NOT self priming. Priming was absolutely necessary to achieve a consistent color and finish. Thanks everyone for the helpful advice.

That sounds like our experience too. The paint seems pretty thin for self priming. It def looks better with primer.

I will never use Aura again in eggshell due to this issue. I know it's not my walls or technique because it is fine in the Regal Select.