Allure Ultra Flooring | 2022: A Complete Brand Guide

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Allure Ultra Flooring – In Brief

Allure Ultra is a TrafficMaster vinyl flooring line that’s exclusive to Home Depot, available in three different collections. All three – the base collection, Allure Plus, and Allure Ultra – are all available as LVP and LVT. As a representative cost, you can expect to pay between $2 and $3 for each square foot of Allure Ultra (on average).

When you are looking for affordable, durable and quality luxury vinyl tiles (LVT) and luxury vinyl planks (LVP), one of your many options is from TrafficMaster.

The Allure line is TrafficMaster’s more affordable line up and comes in plenty of styles, colors and options.

As a private-label company, the Allure line is manufactured for and sold primarily through the Home Depot. What makes this flooring stand out among all the rest? That’s what we are here to find out.

This article will examine the most popular of the Allure line up, the Allure Ultra series.

We will cover the difference between the styles, options and help you decide if it is right for you.

We will also cover installation, maintenance and even compare the flooring against other popular brands.

TrafficMaster Allure Ultra Best Features

The Allure Ultra line has some great benefits that make it even more enticing to consumers.

  • Thick wear layer. At 12 mil, the Ultra line has a durable, thick top layer.
  • Affordable pricing. Allure is one of the most affordable LVT and LVP lines out there.
  • Multiple styles. Allure Ultra has many wood-look grains and colors of LVP and several options for stone-look LVT.
  • Waterproof. You can safely and easily install Allure Ultra at, above or below grade.
  • DIY installation. All planks and tiles are easily installed with little knowledge or ability.
  • Installs over radiant heating. Allure Ultra is rated for radiant heat (hydronic and electric) installations.
  • Low VOCs. The volatile organic compound rating is low enough to earn an SCS Global Floor Score Certification.

Allure Vs. Allure Plus Vs. Allure Ultra

allure vs other

TrafficMaster has three Allure lines including the base line, Allure Plus and Allure Ultra. While this article will focus on the Allure Ultra, it is important to know the differences.

All three options come in LVP and LVT. Within each, all of the plank options are wood-grained while all of the tiles are stone-look designs. The primary differences are in the thickness of the layers.

The wear layer is the easiest to spot (since Home Depot and other outlets aren’t as readily open about the line name). All Allure Ultra styles have a 12 mil wear layer. The Allure and Allure Plus lines have a 4 mil and 5 mil (respectively) wear layer.

Another difference is the plank and tile sizes. Allure and Allure Plus have LVP that measure 36-inches long and have 4- or 5-inch width options. Allure Ultra planks are 47.5-inches long and 7.5-inches thick.

For the tiles, Allure line has two options of 12 x 24 and 12 x 36 inches, where the Allure Ultra line offers only 12 x 24 inch tiles. You will also find less color and style options from the combined Ultra lines (tiles and planks) compared to either the Allure or Plus lines.

Finally, the difference is noted slightly in the price, with the Allure Ultra styles being slightly more expensive because of their increased wear layer thickness and durability.

Allure Ultra Construction

The Allure planks and tiles aren’t as deep into their construction as some brands. While other brands focus on up to 7 different layers, Allure Ultra keeps it more simple. They have a base or underlayment layer, the core layers (which can comprise up to 3 different layers) and the wear layer. How they are put together, though, is where the difference comes in.

Core Layers

The core layers are made from rigid stone plastic core (SPC) which add durability to the planks. These layers are the thickest of the entire construction and are held together by adhesive and TrafficMaster’s “Grip Strip” layer.

This Grip Strip attaches the core to the base layer and helps the planks and tiles stick better to the floor. Because of this layer your floating planks can be installed on any type of subfloor, including plywood and concrete as well as over other floor types (excluding carpeting).

Wear Layers

The wear layers consist of the photogenic layer that looks like wood grain on the planks and stone for the tiles. The 12 mil ceramic bead top layer is textured to add grip on your feet and make the planks feel more like the wood or stone the image represents.

Base Layers

The backing layer is a thick plastic and rubber construction that gives strength and adherence to the planks and tiles. With this layer you don’t need to use glue or nails to install the flooring and the floating install design makes everything simpler and more tidy.

Allure Planks Vs. Tiles

allure plank vs tiles

When searching for vinyl flooring you will see names and labels like LVT, LVP, vinyl planks and vinyl tiles. What is the difference between a vinyl tile and a vinyl plank?

There are a few slight differences that you need to be aware of. The major difference is how the vinyl looks. Vinyl planks have a wood grain finish and are usually long rectangles. This helps the planks mimic a real wood grain, pattern and style.

Tiles, on the other hand, mimic stone instead of wood. The tiles are generally larger and more square to give off a more realistic tile appearance.

Beyond the photographic layer and dimensions, there are no other differences. Both tile and plank vinyl are single units instead of a sheet or roll and both have multiple install options including floating, glue or nail installations.

Your basic decision comes down to whether you want a stone-look floor or wood-look floor.

Installing Allure Ultra Flooring

Installation of your new Allure Ultra floor is a fairly straightforward DIY project. However, you may not have the tools, knowledge or time to perform the install yourself. Professional installation is also an option. Let’s see what it takes for each install choice.

Professional Installation Guide

When you opt to go with professional installation, there are several things you need to do before the floor actually gets installed.

The first step is to find a reputable contractor to perform the install. We can help you locate professionals in your area here. You should aim to get at least 3 quotes before you sign anything.

When the contractors show up for the estimate, you need to ask questions and get the right answers. Some of those questions should include:

  1. When will the install start and how long until completion?
  2. What happens with the leftover flooring material?
  3. Will your company perform the clean up?
  4. Who needs to move the furniture?
  5. Will the old floor be removed as part of the quote, or is that an extra charge?
  6. What materials do I need to provide?
  7. Do you offer a warranty or guarantee? What does it cover?
  8. What are the individual (itemized) charges?

Asking these questions will let you know everything you need to make a decision (aside from actual and total cost). After evaluating at least three contractors you should have a good idea who you want to perform the installation.

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DIY Installation Guide

For the more ambitious, do-it-yourself (DIY) installation is not only possible, but quite simple. You will need a few tools such as a rubber mallet or hammer with a hammering block, rubber spacers for the plank edges and a circular saw.

Plank and tile installation is almost the same. The difference is that for plank installs you need to cut the row-starting planks so the end to end seams don’t line up. If all the planks align the ends will bow and the planks will fall apart.

With tile install you want the tiles to line up, which is why tiles are more square, to prevent end seam bowing or separation.

With Allure Ultra, you don’t need glue or nails. Each plank interlocks with the adjacent planks and a tap with the hammer and block will piece them together and allow them to lay flat.

You will need to prep the area, removing any existing flooring (optional) and the baseboards, trim molding and of course the furniture. You also want the boxes of planks to set in the room for at least 24 hours prior to opening to allow for acclimation to the temperature and humidity levels of the room.

Once you lay the first row with spacers to leave a gap along the walls, each row is added until the entire floor is completed.

You then need to remove the spacers so the planks can expand and fill any gaps while resting to allow proper placement. After about 16 hours you can reattach your baseboards and trim molding as well as return the furniture to the room and begin using it again.

Care and Maintenance of Allure Ultra Floors

care and maintenance of allure floors

After the install is complete you will need to perform regular cleaning, care and maintenance routines to keep your floors looking great. Because Allure Ultra vinyl is 100% waterproof, you don’t have a lot of limitations.

Regular sweeping or vacuuming is recommended. You should make sure you use a vacuum rated for hard flooring or specifically vinyl. If you are unsure about your current vacuum, it may be time for an upgrade, or you can use a broom and dustpan.

You will also want to mop regularly, too. This will help keep the shine on the floor and removes stubborn messes like footprints and stuck on messes brooms can miss.

All hard flooring is susceptible to scratches, denting, marring and other damage. However, with proper care this is minimized. You should inspect your flooring regularly. If you have pets and small children, scratches are the most prevalent occurrence.

Unfortunately, vinyl planks and tiles cannot be refinished. If the scratches or damage are too great, you will need to replace the damaged planks. Until that point, though, basic cleaning and regular damage inspections are all that are needed for this flooring type.

Cost and Warranty

TrafficMaster’s Allure line is not a premium vinyl plank. While still considered luxury vinyl, they are not found on the high end of the quality or price scales. This doesn’t mean the planks and tiles are low quality or bad, not by a long shot.

What it does mean is that these exclusive planks and tiles are affordable, long lasting and look great with almost any décor.

As a mid-range vinyl you can expect more affordable pricing. This range for the Allure Ultra line is generally between $2 and $3 per square foot. However, when you are shopping you should note that you will need more material than what matches your square footage.

Having left over planks or tiles will help in a few years when you need to replace a damaged plank. Finding an exact match for the flooring you bought a few years prior can be difficult, if not impossible. Buying extra now will save you a lot of headaches.

When it comes to a warranty, the Allure Ultra does not have a commercial warranty at all. If you are a small shop or need commercial warranties on your vinyl flooring, look to the Allure Plus with a 6-year commercial warranty.

For residential installs, though, the Allure Ultra offers a lifetime warranty. However this, like most vinyl planks is a bit misleading. The lifetime warranty doesn’t protect the planks from wear and tear or damage. Instead it protects the purchase from defects in craftsmanship and manufacturing for up to 2 years from purchase, which ends the moment you install the flooring.

After the floor is installed, it is protected from fading, wear layer separation from the core layers or the core layers form the base layers. Beyond this, nothing else is covered, including scratches, dents or peeling damage from use.

Comparing Allure Ultra to Other Major Brands

comparing allure ultra
Allure Ultra is a mid-range vinyl that offers durability and affordability. How does it compare to other popular brands of vinyl flooring? Let’s take a look at Allure Ultra compared to LifeProof, Mannington and NuCore.

TrafficMaster Allure Ultra Vs. LifeProof Flooring

LifeProof and Allure are both exclusive flooring options sold through Home Depot. You can head to your local Home Depot and get samples or view their entire lineups in person. You can also shop online for a slightly larger selection.

Both options are durable and considered mid-range vinyls. The difference will be in the construction and style options. LifeProof has much more to offer in terms of sizes of the planks and colors, grains and stone options.

Allure has the better warranty and their entire lines are generally found in all Home Depot stores. For LifeProof you will be more limited in what you can get at your local store. 

TrafficMaster Allure Ultra Vs. Mannington Vinyl Floors

Compared to Mannington, Allure doesn’t really stand up all that well. Allure Ultra has about 25 style options, where Mannington offers over 100. Durability is also not very close. With the Adura MaxAPEX from Mannington, you get 100% waterproofing, sound dampening and high scratch resistance.

In a surprising twist, Mannington is also quite affordable. However, to compete with the Allure Ultra, Mannington’s Adura MaxAPEX line is up to $2 more per square foot (on average) which can knock it out of contention with smaller or tighter budgets.

TrafficMaster Allure Ultra Vs. NuCore Flooring

NuCore is another exclusive sold only through Floor & Decor how Allure is sold only thorugh Home Depot. Like Mannington, NuCore has a wide and varied selection with styles, sizes and colors pushing their line up over 100 choices.

The waterproofing, construction and warranties are the same between the two brands, but NuCore has a higher tolerance for large area installs. You can effectively install up to 2500 square feet without the need for transition molding.

Aside from the selection (and where you shop), that is your difference here. NuCore has a slight edge, but Allure Ultra is available in more regions.

What to Like About Allure Ultra Flooring

  • 100% waterproof.
  • Lifetime warranty on all planks and tiles.
  • DIY installation.
  • Over 20 combined styles, colors and options to choose from.
  • Durable solid core planks and tiles with thick wear layers.

What Not to Like About Allure Ultra Flooring

  • Only 1 size (length and width) for planks and tiles.
  • Must be installed in areas where temperature is controlled (not in garages or on patios).
  • No glue or nail down options.

Frequently Asked Questions

faq allure flooring

Here, we answer the most commonly asked questions about Allure Vinyl flooring and vinyl options in general. If you have other questions, please use the comment section below the article.

Q. How much vinyl flooring do I need to buy?

  1. To determine the amount of flooring you need to purchase, you need to measure the space where the flooring is to be installed. Multiplying the length and width of the space will give you the square footage of the room or home. Once you know this number you can make a purchase accordingly. However, you should always buy extra.

Most Allure planks will come in boxes that cover 20 square feet. You should get enough boxes to cover your floor and at least 2 extra boxes. The extra boxes will cover if you damage any planks during install and give you leftovers to perform replacements and repairs with down the road.

Q. Will I void my warranty with a DIY installation?

  1. No. The warranty doesn’t specify any installation restrictions. Unlike some brands that will lower the warranty or void it completely with a DIY install, Allure Ultra floors come with a lifetime warranty regardless if the flooring is installed by you or a professional.

Q. Is vinyl flooring better than laminate?

  1. The advantages of vinyl over laminate are just as numerous as the advantages of laminate over vinyl. The variations will depend on your installation location, budget and style needs.

Vinyl can install in more areas, including wet areas that laminate cannot go, but laminate can last longer than some vinyl. You can read our full comparison between luxury vinyl and laminate here.

Q. What does floating flooring mean? Will these planks move around?

  1. Floating floors mean they do not need to be glued, nailed or permanently attached to the subfloor. Carpet, for example, must be nailed down at the edges and is often glued in the center to prevent bunching, movement and keep the tautness of the initial install.

Vinyl planks and tiles are designed to lock together and form a solid flooring without the need for permanent attachment, which is called a floating floor.

Q. Is Allure Ultra Vinyl worth it?

  1. Allure Ultra isn’t an option for everyone. However, it is a solid, reliable and durable vinyl that will withstand years of foot traffic, children and even pets. You can install Allure in any room of the home, even the basement.

If you want an affordable and great looking vinyl, Allure has a style for you. If you need more or want the very best, then there are brands that offer higher quality, you will just end up paying a lot more for it than you would with Allure Ultra.


Whether you want stone-look tiles or wood grain planks, Allure Ultra vinyl has what you are looking for. The planks are durable, 100% waterproof and come with a lifetime warranty.

This mid-range vinyl tile and plank brand isn’t premium and is readily available through Home Depot’s online store or in-person at their brick and mortar locations. While there are brands that offer higher-quality vinyl planks, the value and lower cost of Allure, make them more than alluring to most consumers in all budget ranges.

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Nora has more than 5 years experience in the floor covering industry, acquiring vast knowledge about installation and material selection. She now enjoys working as a writer and an interior decorator. Her work has been featured in The Spruce, Homes & Gardens, Southern Living and Real Homes. See full biography here.

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