The likes of Dulux Diamond Matt are far more durable than standard emulsions, but... if you have to scrub with a Scotchbrite pad then the surface will become more shiny than the surrounding areas.
If you want a very, very durable finish then another option might be eggshell paint. Years ago I painted over the lining paper in my kitchen with oil based eggshell. I wash able to wash off cooking oil splashes with meths.
The downside- it stinks for a couple of days, takes longer to dry and it yellows slightly in time. The finish was gorgeous though, much flatter than waterbased eggshell.
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