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While painting can certainly change the look of a chimney, you should think twice about giving your brick chimney the old landlord special.

Painting brick is porous, meaning it’s full of tiny holes that can soak up moisture. Those holes also allow it to dry, though. So, when you paint it, you trap any moisture inside, providing an opportunity for mold, mildew, and water damage.

Paint also shows wear faster than naked brick. This means that once you paint a brick surface, you’ll have to keep painting it to maintain a clean look. A paint job is also harder to undo on brick because of its porous nature. Once you paint it, it’s hard to go back without some serious power washing—another added cost.

Modern brick houses are really stick-built homes with a brick facade for aesthetic purposes only, so most have framing. With genuine brick construction, most homeowners install furring strips over the interior of the brick and then install drywall over those strips to cover the brick wall, so they don’t have traditional framing.

Yes, it’s a good idea to use paint primer on your brick fireplace before painting it. Brick is highly absorbent, so your first few coats of paint will likely seep into the surface of your fireplace, allowing the natural color of the brick to seep through. To avoid this, you’ll want to use one or two coats of primer, followed by the topcoat. 

The white stains you see on your bricks are likely efflorescence, which is salt and lime buildup. To remove efflorescence stains, simply brush them away with a stiff brush. For larger, more stubborn stains, scrub the stains with a water-detergent solution.