This morning, Pantone announced the color of the year for 2018 and it’s Ultra Violet.

According to the brand’s website, it’s “a dramatically provocative and thoughtful purple shade” that communicates originality, ingenuity, and visionary thinking that points us toward the future. Additionally, the blue-based purple hue is symbolic of counterculture, unconventionality, and artistic brilliance.

Leatrice Eiseman, executive director of the Pantone Color Institute, said:

“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level. From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.”

To celebrate 2018’s reigning hue, Pantone teamed up with Butter London to create an exclusive Ultra Violet makeup collection including nail polish, a liquid lipstick, a lip gloss, a liquid eyeliner and a shimmery violet eyeshadow.

Shop the entire Butter London + Pantone Color of the Year 2018 collection now at