i just got the matte finish on plain old (new) white oak in my kitchen remodel. They used amber stain because they said it would match rest of house best (old white oak floors that have yellowed). Even though I might have preferred lighter I was OK with that. But decided to hold my ground and asked them to use the matte finish which the floor guys were sort of against. I love the finished product!! It's super smooth, no shine and makes a more modern clean look. It dried nearly instantaneously and they did the whole thing in a day from sanding to top finish. Amazing what new products and technology have done to transform floor finishing. (I last had floors done in around 2001 - big mess). I sure hope this stands up because I love the look. I recommend it. And no smell at all after it dries (same day!)

If you are looking for a totally natural finish in something that will be extremely durable, I would go with Loba 2K Invisible AT. It has to be the "AT" version to be the most durable one. You can use this same product as the sealant and the top coats to lock in the wood's natural color. Search the Houzz archives for more information on how to use this method. Bona's most natural finishes are in the Naturale line, so if you aren't considering Naturale, then you'll need to do more research. It's not just the sheen but also the color that gives that natural look you want, and locking in the wood's natural color is important. Many finishes that aren't designed for that "invisible" or "natural" look will darken the wood too much for your liking. Any company that offers matte or extra matte finishes is achieving this as far as I know by adding light-scattering components to the finish. The more matte you get, the more cloudy the finish can look. Some people recommend using gloss for everything but the top coat to avoid this effect. Other people say to stick with the same finish throughout so repairs are easier. I would personally go for the Loba 2K Invisible AT for the best combination of performance and looks if a natural look is what you desire.

G&S, you said that a sealer would keep the floors light. That's what we are looking for. My guy now said he would do 2 coats of bona natural seal then 2 of traffic hd to avoid streaks from a single coat of sealer. Should that do the trick? I guess if someone said here is a picture of bona naturale and traffic hd I might opt in, but its hard to know.

He showed me the initial samples but I assumed it was what I asked for (Traffic HD) but when he was starting the real floors I saw a can of Mega One. I'm wondering if it will make a big difference on the color. I apologize, it's white oak...I thought I had edited to add that in but I guess it didn't save properly.