Dulux Pure Brilliant White Emulsion Paint 7.5L £16 Free Collection @ Wilko

Dulux trade is still decent
Johnstones covaplus is a solid product that we use regularly…..emulsion wise there’s really not much between dulux and Johnstones these days. From an oil paint (undercoats, glosses, woodworketc) we only use dulux as in our own opinion they are still the best despite in all honesty that the sad fact is most trade paints (mainly oils) are the worst they have ever been!
Kitchen/bathroom wise generally your looking for either a diamond/durable Matt dulux/Johnstones (I’d suggest the diamond personally though armstead durable is actually pretty good and fair money) if your after a Sheen finish use an acrylic eggshell….many might disagree but shockingly leyland trade acrylic eggshell is a product we use a fair amount of though we do prefer the armstead trade in this product. For the benefit of fellow decorators it’s the only leyland product I would ever endorse so go easy guys and gals! The brutal fact is trade paint is miles and miles above these retail paints but the other brutal fact is that money is tight for many people and lots of folks standards of finish are miles below others so if this suits your needs and your pocket then have at it.
On a separate note if your going down the fully water based paints line then farrow and ball are the only company that have really got this down in the uk so far (my opinion) the finish on water based gloss is simply not great but it’s the way it’s going and if you have plenty of cash f&B it all the way……but you will be paying!!

Just done my bedroom with it and it looks fine . Sure, not as good as trade, but it's 25% the price.

I've had a full house renovation done few months back.
I found Armistead (Trade brand of Dulux) is great for white paint on fresh skimmed walls as well repainting old painted walls.
For other colours Farrow&Ball or Valspar are good.

Wear gloves, coveralls or old clothes. It's waterbase so will wash off hands easily. Clothes won't once dried and probably won't come off 100% even if you are quick when wet.

LIDL