A self-wound decorative dry paint transfer laminate comprising a layer of dry paint, a pressure-sensitive adhesive layer on one side of the dry paint layer adapted for room temperature adhesion to a substrate surface, and a release liner in releasable contact with the dry paint layer on a side opposite from the pressure-sensitive adhesive, one side of the release liner having bonded thereto a matte release coat layer that contacts the dry paint layer, the matte release coat layer releasably adhering to the dry paint layer but adapted to transfer a matte surface finish to the dry paint layer when the release liner is removed from the dry paint layer, the dry paint layer comprising a pigmented color coat layer and a transparent outer clear coat layer bonded to the color coat and in contact with the matte release coat layer on the release liner, the matte surface being transferred to the transparent outer clear coat layer, an opposite side of the release liner having an adhesive release coat layer that contacts the pressure-sensitive adhesive when the laminate is in a self-wound form, the adhesive release coat layer preferentially releasing the liner from the pressure-sensitive adhesive when the laminate is unwound while the liner maintains adhesion to the matte release coat layer, the pressure-sensitive adhesive comprising a crosslinked acrylic resinous material, the matte release coat layer having a micro-roughened surface for transferring a matte surface finish to the dry paint layer at room temperature with a surface gloss of less than about 35% at 85°.