What's the best "true white"?

[GreeboIsMySpiritAnimal]

Will be for woodwork and ceilings, Dulux or Crown-type paint please, we don't have the budget for expensive paint.

I'd like a "proper", bright white, not one that's slightly cream or grey. Do I just want Brilliant White?

Yes, you need brilliant white.

Great, thanks

In my experience Dulux pure brilliant white isn’t pure brilliant white, it isn’t even white in my opinion.
I just repainted a whole room as it wasn’t white enough.
I ended up with Leyland Trade Hardwearing Matt. Brilliant paint, white and thick, great coverage.
The Dulux was cream and needed me to cut in 4 times as it was so thin.

Honestly I might complain to trading standards about the Dulux for false advertising!

For ceilings I like Dulux trade supermatt. It is thick, like Greek yoghurt, but you can thin it if you wish. It gives a lovely chalky true white.

Agree that Dulux (I used Matt, next time will go for the trade version) isn’t brilliant white. I painted my DDs wall brilliant white and they don’t look as crisp compared to the woodwork (Dulux brilliant white satin wood).

OP, this is Dulux trade supermatt on walls and Dulux pure brilliant white on woodwork in a room in my house. I'd wanted Dulux Timeless on walls and woodwork but couldn't get hold of it at the beginning of lockdown, so made do. (Talk about blitz spirit!)

I think with whites a lot depends on which way the room faces and what level of light it gets. Pure brilliant white isn't always the answer. And it depends on the brand. Get a LOT of testers!