Look out, millennial pink, there's a new colour in town, and its vying to take your crown.
The bright hue of coral has been named the 2019 colour of the year, having appeared on the runway, in modern makeup looks and across the media as of late.
Every year, design company Pantone decides upon its colour of the year by taking cultural trends into account.
Having chosen "ultra violet" as its 2018 colour of the year, describing the shade as "dramatically provocative and thoughtful", the company has decided to go for a more vibrant shade with its latest choice.
Gen Z yellow closely followed, with celebrities including Gigi Hadid and Blake Lively donning the garish colour.
Vice president of the Pantone Colour Institute Laurie Pressman explains the way in which the company chooses a colour that it perceives as a reflection of modern life.
"Colour enhances and influences the way we experience life," she says.
"As a shade that affirms life through a dual role of energising and nourishing, Pantone 16-1546 Living Coral reinforces how colours can embody our collective experience and reflect what is taking place in our global culture at a moment in time."
Beauty. Butter London and Pantone Launch Living Coral Makeup for Color of the Year 2019 pic.twitter.com/FccOScFxY7— Любовь Рунец (@loverunets) December 6, 2018
The press release revealing the choice of "living coral" as Pantone's colour of the year explains how it is "evocative of how coral reefs provide shelter to a diverse kaleidoscope of colour".
This highlights today's society's increasing concern over environmental issues, with divers in Australia recently reporting the "devastating" impact that bleaching has had on the corals of the Great Barrier Reef.
In celebration of the colour of the year announcement, Pantone's official beauty partner Butter London is launching a collection of makeup products inspired by the shade.
With a release date set for January, the range is going to include a three-piece set of nail polishes, a lip gloss and a blush stick, as reported by Allure.
"This is indeed one of the best-kept secrets of the year and we take the secret very, very seriously! Everyone who touches the project is sworn to secrecy," says Butter London general manager Julie Campbell with regards to the release of the makeup collection.
To commemorate the announcement of its colour of the year, Pantone is launching a range of coral-coloured products including a limited-edition mug, a large and small keychain and a notebook.