Dulux UK and Malibu pre-empted the launch of the Facebook hashtag on Wednesday with a stream of prepared content for the big moment.
AnalogFolk, which manages the social networking pages for Dulux UK and Malibu globally put the brands at the forefront of the new feature.
Social strategy director at AnalogFolk, Stephen Pirrie, said: "As we've seen with Twitter and other social platforms, hashtags are a great way for users to navigate themed content.
"The arrival of hashtags to Facebook presents brands with an opportunity to categorise engaging content. Crucially, this allows users who may have previously not been exposed to this content to navigate through to it should they find the subject matter of interest.
"Furthermore, brands that use generic non-branded hastags - eg #Glastonbury or #fathersday - have the opportunity to achieve further reach among non-fans who are already engaged in that particular subject matter."
Facebook said the rollout of hashtags would be the first in a line of new features.