Heliotrope, the Shade that Follows the Sun
A Shade for the Devoted, the Dramatic, and the Deliciously Unruly
In the ever-evolving narrative of purple, heliotrope is the mischievous side character who steals the spotlight. A hue once whispered about in Victorian drawing rooms and worn by the morally ambiguous in literature, heliotrope is violet’s more theatrical cousin - a purplish-pink shade kissed by dusk and drama.
Its name is rooted in mythology and motion: forged from the Greek words helios (sun) and tropaios (to turn), heliotrope was named after the fragrant flower said to follow the arc of the sun across the sky. With blossoms that emit a cherry-pie sweetness and blooms in shades that seem plucked from antique velvet, the heliotrope plant gave this color both its name and its quiet power.
A Late-19th Century Darling
By the end of the 1800s, heliotrope had become the shade of the moment. In a time when purples were still relatively rare and labor-intensive to produce, heliotrope’s novelty made it a fashionable curiosity. It was seen as daring, chic, and just outside the realm of propriety, especially when paired with unexpected hues like apricot or eucalyptus green. Later, heliotrope made flirtier appearances alongside canary yellow, art bronze, and peacock blue.
Victorians, for all their restraint, had a not-so-secret passion for coded color symbolism. In the floral lexicon of the era, heliotrope signified devotion, a fitting tribute for a plant whose blooms bent toward the sun. That symbolic weight extended to mourning customs: it was one of the few colors women could wear during the second stage of grief, seen as quietly dignified and emotionally resonant.
Literary Infamy
Heliotrope didn’t just live in gardens and garment dyes. It crept into literature as the signature color of those with a touch of moral turbulence. Oscar Wilde’s antiheroine Mrs. Cheveley in An Ideal Husband arrives draped in heliotrope and diamonds, signaling her seductive intellect and scandalous presence.
Throughout the 19th and early 20th centuries, authors like D.H. Lawrence, James Joyce, P.G. Wodehouse, Joseph Conrad, and even J.K. Rowling tucked this curious color into their characterizations, often worn by characters who defied norms, blurred boundaries, or wielded quiet rebellion with style. Heliotrope became shorthand for complexity, wit, and veiled provocation.
Branding with Heliotrope
Today, heliotrope remains an underrated power move in branding. It feels vintage, but not dusty; feminine, but not soft; nostalgic, yet bold. It suggests romance, irreverence, and a little intrigue, perfect for brands that want to stand out without shouting.
Psychologically, heliotrope evokes a sense of elegance, mystery, and charm. Its pure base can help contribute to feelings of luxury and prestige with a touch of passion and energy. Its unique hue allows it to stand out while still maintaining an air of sophistication, perfect for unique and cohesive branding.
Industries Where It Can Thrive:
Fragrance & Beauty: Perfect for brands evoking luxury, allure, and craftsmanship.
Boutique Fashion: Especially for labels with a maximalist, vintage, or Parisian edge.
Wellness & Journaling Brands: Heliotrope suggests care, creativity, and inner devotion.
Alternative Spirits & Teas: It could serve as a color cue for botanical infusions and niche elixirs.
Suggested Color Pairings
Who's Doing It Well?
Mutha leans into heliotrope’s spirit through poetic branding - their packaging often echoes this color family.
Loewe’s creative direction occasionally dances with these floral, off-kilter tones in their campaigns and boutique interiors.
Boysmells, a modern genderless fragrance house, could be seen as a perfect contemporary heir to heliotrope’s moody elegance — their storytelling lives in the same tonal register.
Why It Matters
Heliotrope is a storyteller’s color, layered, symbolic, and impossible to forget. It’s not a trend color. It’s a mood. For brands bold enough to embrace its idiosyncrasies, it offers a visual identity that’s elegant but a little unruly, like the antiheroine in a velvet opera coat.
It’s devotion, decadence, and a little bit of danger - all in one shade.