Sherwin-Williams Selects Radiant Lilac as Its 2025 ‘Loneliest Color’

There are so many choices of paint colors that are available to consumers. Some are classics, and some fit the most recent trends. There are also colors that, for whatever reason, just don’t seem to catch on with paint buyers. That doesn’t mean the colors aren’t attractive; they just aren’t the final choice at the paint counter.

Last year, Sherwin-Williams highlighted its least tinted color, Kingdom Gold SW 6698, as Sherwin-Williams’ The Loneliest Color™. There was publicity around the choice: Sherwin-Williams placed tags on the color in its stores, and the company even brought on Dapper Dan, a fashion icon, as creative director to highlight ways to use Kingdom Gold around the house. 

The campaign naturally drew more interest to Kingdom Gold, and this year, Sherwin-Williams returned with its second annual The Loneliest Color, Radiant Lilac SW 0074. Dapper Dan is back, and Sherwin-Williams has also brought on Paige Bueckers, the star rookie with the WNBA Dallas Wings, to highlight the possibilities of Radiant Lilac.

Sue Wadden, director of color marketing at Sherwin-Williams, said that the idea behind selecting the Loneliest Color came as a way to reframe how we think about color and popularity.

“At Sherwin-Williams, we believe that every color is beautiful, even the ones that might not be the most popular,” Waddell observed. “By looking at our least tinted shades, we’re choosing to shine a spotlight on the overlooked, not because it lacks beauty, but because it hasn’t gotten the attention it deserves.

“With so many colors available at Sherwin-Williams, it’s easy for even a standout shade like Radiant Lilac SW 0074 to get lost,” added Waddell. “This campaign gives us a chance to pause and highlight it. It’s about celebrating individuality, sparking creativity, and giving people permission to explore color in new ways.”

Waddell pointed out the selection of The Loneliest Color is purely data-driven; fewer than 1,000 gallons of Radiant Lilac SW 0074 have been tinted over the past year.

“Radiant Lilac SW 0074 was the least tinted color in 2024, which is how we chose to highlight this shade,” she noted. “And I think that’s part of what makes it so fun: it’s unexpected, and it challenges us to find beauty in the underappreciated.”

After Sherwin-Williams selected Kingdom Gold SW 6698 as the first Loneliest Color, sales of Kingdom Gold improved after the choice.

“It sparked renewed interest!” Waddell said. “The campaign encouraged others to see Kingdom Gold SW 6698 through a different lens, and it inspired many to use it in creative, expressive ways. That response is part of what made us so excited to bring the campaign back this year.”

Waddell said with all the choices out there, it isn’t surprising that a color doesn’t catch on with consumers.

“That’s actually part of the reason why we created campaigns like The Loneliest Color™, Colormix® Forecast, and Color of the Year,” she added. “With so many colors to choose from, it’s easy for people to feel overwhelmed or unsure about what will work in their space. That abundance of choice means even a truly beautiful shade, like Radiant Lilac SW 0074, can get overlooked. These campaigns are designed to cut through the noise and help people rediscover colors they might not have considered otherwise.”

As for Radiant Lilac SW 0074, Waddell says it is a soft yet bold color that catches your eye.

“Radiant Lilac SW 0074 is energetic, expressive, and a little bit nostalgic,” Waddell said. “It has a softness that’s incredibly inviting, but also a bold personality that makes it stand out in the best way. It’s one of those colors that catches you off guard in a good way. When you see it on the wall or in a piece of furniture, it just brings a fresh sense of joy and possibility.”
 
Waddell said that collaborating with Bueckers and Dapper Dan has proven to be an ideal fit, as they are bringing their own fresh approaches to the collaboration.

As part of the introduction of Radiant Lilac SW 0074 as The Loneliest Color, Bueckers wore her custom Radiant Lilac SW 0074 inspired ensemble, designed and crafted by Dapper Dan, during her first professional career tunnel walk in her hometown of Minneapolis.

“I love The Loneliest Color2025 Radiant Lilac for the quiet confidence it conveys,” said Bueckers. “Through my partnership with Sherwin-Williams, I want people to feel inspired and empowered to find what sparks that confidence for them—be it through fashion, sports, or the paint on your walls.”

“It was an honor being named creative director of The Loneliest Color last year and I’m excited to continue encouraging people to rediscover the beauty of color through this campaign,” added Dapper Dan. “Paige has already begun breaking barriers in women’s sports, and it’s important to me to celebrate the next generation of trailblazers.”

“We’ve been so thrilled to work with both Paige and Dapper Dan,” she noted. “Dap was named creative director of The Loneliest Color by Sherwin-Williams last year, and he brought such a rich, expressive vision to the campaign that we were all excited to get to partner with him again.

“When we found out Paige’s favorite color is purple, and seeing how she’s been part of the new generation that’s giving women’s basketball the spotlight they deserve through her resilience, confidence, and self-expression – it felt like the perfect match for Radiant Lilac SW 0074,” Waddell added. “As a mom of a D1 athlete myself, I’ve long been invested in women’s sports, and this felt like a powerful moment to show that the overlooked can absolutely shine.”

Ultimately, Waddell hopes that The Loneliest Color campaign is a way of showing people that color doesn’t have to be intimidating, and that they don’t have to follow the trends.

“The Loneliest Color is about celebrating what speaks to you and your individuality,” Waddell concluded. “We’re seeing a real shift toward more expressive, personality-driven shades, and Radiant Lilac SW 0074 fits that moment beautifully. Whether you’re painting a whole room or just a piece of furniture, I hope people feel inspired to embrace color in ways that are bold, fun, and completely their own.”