Plum - it's a brilliant word to say, they're lovely to eat and yes, its deep purple hue makes it one of Autumn's hottest shades.
When it comes to beauty trends, plum eyes, lips and nails are regulars on the Autumn/Winter 2013 catwalks and this year was no different.
At Tadashi Shoji's New York show, soft, plum pouts highlighted the models' icy blue eyelids, while at Oscar de la Renta, smoky stained lids and lips gave the decadent collection a dark, dramatic edge.
So - it's no surprise that the striking colour features in many of the Autumn/Winter collections that have already started to arrive at the beauty counters. (Sorry fuchsia nail polish - your time is nearly up).
The key colour in Dior's latest makeup range? Yep, it's purple. Aside from the new plum addition to the Dior Addict lip colour range, its Mystic Metallics eye palette is beautiful to look at and it includes two easy-to-wear amethyst shades along with three softer metallics.
Oh and if you really want to get on top of next season's beauty trend right now? Try one of Guerlain's new glosses - the darker the shade the better.
Here's our pick of the best plum beauty buys below: