If you’ve been paying attention, you will have noticed a higher presence of a particular shade of pink than usual.

But what exactly is this Millennial Pink?

If you’ve been paying any attention to life at all, you will have noticed a higher presence of pink than usual. No? Think. Your Instagram feed, phones, people’s hair, the catwalks, your drinks, the shops and even your food. Ahh – sounding familiar, right?

Well, you haven’t just been seeing any random shade of pink – that would be too easy. What’s been splashed everywhere is a colour known as Millennial Pink (yup – it’s cool enough to be a proper noun!). And while you may not have heard the name (it’s also referred to as Tumblr Pink and Scandi Pink), chances are you’ve seen it at least 27 times today.

https://www.instagram.com/p/BdbDAa3g-eQ/?hl=en&tagged=milennialpink

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Make that 28…

We know what some of you are thinking: pink comes in three shades – light pink, dark pink and hot pink. Oh, how wrong you are. A browse at your local paint shop will reveal a wide spectrum of shades between light and dark pink, some differing so slightly you might wonder why they even bother. Well, somewhere in that spectrum exists the shade that you simply can’t stop seeing, Millennial Pink.

The tricky thing about it is that no one can pin point the exact hue – perhaps because no one can agree on it, or maybe because no one actually knows which one it is – but it’s considered to be a spectrum, including Rose Quartz, Pale Dogwood (yes, that’s an actual colour) and Candy Pink.

https://www.instagram.com/p/BdEA3vnFkCy/?hl=en&tagged=milennialpink

In laymen’s terms, you’ll find it anywhere between beige and peach – and have probably been calling it blush – but slap the name Millennial Pink on it, and your cool factor goes up. Scientifically, it’s a soft, muted shade of pink with the blue taken out (there’s blue in pink? Who knew?!), or beige with a splash of pink in it.

But why is it so popular, and where did it all start?

We don’t know exactly, but some say the influence came from the hotel in the film The Grand Budapest Hotel. In 2015, iPhone released their first rose gold phone (which was actually really pink), and in 2016 colour authorities Pantone named Rose Quartz their joint colour of the year. Since then, the shade has been everywhere, influencing pop culture in just about every facet, and the fashion world is no exception.

In fact, designers and fashionistas have come to view Millennial Pink as a ‘neutral’ shade (like black, white and grey), pairing it with anything, from a bold colour like yellow or green, to a dark navy, or even the popular metallic trend. Part of its appeal is that it can be worn in so many ways; it can be uber-glam and on a red carpet, super edgy at a rock concert, or flirty and girly at high tea. No more is it the colour of young girls’ bedrooms; Millennial Pink has banished the age – as well as the gender – gap. The hue is seen as androgynous and unisex, further enhancing its appeal to Millennials.

Could this be the colour of a generation? Your guess is as good as ours, but what we do know for sure: bring out the pink, ‘cos it’s not going anywhere anytime soon.