Pink's packing a punch in decor and proving that it doesn't have to be confined to little girls' bedrooms and flirty boudoirs.
With a whole variety of shades to choose from in the pink palette, it's easy to conjure a grown-up, cheery, sophisticated or downright sexy effect for an interior.
And there couldn't be a more appropriate time to 'think pink', as October is Breast Cancer Awareness month with its signature pink campaign shade.
It's also 'the' hot shade of the season in the fashion world, with pink coats reportedly this autumn's must-have garment. Where the catwalk leads, interiors always follow.
"Pinks and soft corals have been seen on the catwalks featuring in Burberry and Antonio Berardi's fashion collections for 2014," says Judy Smith, colour consultant at Crown Paints.
"They're also key in a palette of strong pastels that look fresh and new for interiors going forward. The wonderful thing about pink is that it's versatile, flattering and marries well with many different shades."
If you're decorating with pink, she advises using different tones and textures of the same colour to add depth and interest.
"Alternatively, bring a scheme right up to date by using pink and adding touches of something unexpected, like a flash of chartreuse (yellowy-green) or combining pinks with the highly fashionable, deep charcoal grey," says Smith.
Those who just want to dip their toe could have a guilt-free splurge knowing they're helping a good cause, as a number of stores, including Laura Ashley, Marks & Spencer and Debenhams, are supporting breast cancer charities by donating a percentage of sales for certain pink items.
Here's a selection of some of the prettiest pinks in town, some of which will see 10% of proceeds go to charity.
The full-on effect
Shake up a room by creating a feature wall with a vibrant pink wallpaper or paint.
"Pink's a complex colour which can lift a space, particularly when mixed with contrasting colours and natural materials, like wood," says Mark Upstone, international head of display at Conran.
"Softer shades can be calming, or go bold and vibrant with pops of neon pink and contrast with white and chocolate brown."
Top tip: Use bright pinks, he suggests, for the underneath of shelves or inside cupboards to add interest. The colour works well in alcoves, in contrast with a white wall, as it reflects light and adds warmth.
Pink picks: Make a wall really dazzle with Crown Vintage Flat Matt Emulsion Paint in deep fuchsia Free Love, £18.93 for 2.5 litres, Homebase.
Go tropical with Flamingo Beach Orchid Designer Wallpaper, £40 a roll, A Shade Wilder. Echo the look with a Flamingo neon pink cushion, £40, BoConcept, or add a funky floral like a pink velvet Darling Buds Cushion, £30, The French Bedroom Company.
Add vibrant pops of pink with seating. A fluffy Sheepskin beanbag, £372, The Conran Shop (in stores only), or a Miss Behaving sofa, currently £1,449 in Snooze Cerise fabric, Sofa Workshop.
Give a bathroom a facelift with a pink bath, like the striking vintage-style La Provence bath, from £3,000, Catchpole & Rye. Keen DIYers could paint a bath themselves, but make sure you use specialist paint from a company such as Tubby.
A paler shade
Pink is perfect paired with neutrals for a soft, feminine look, or a crisp clean effect which suits kitchens and bathrooms.
Lighter pinks soften a space and work well with a shabby chic decorating style, says Angela Whittaker at fabric specialists JAB Anstoetz.
"Pink's an easy and forgiving palette to use and dusty or pale pinks are especially soft and easy to live with, creating a comfortable airy feeling to a room."
Top tip: If you want to brighten the space a little more, she suggests picking another pastel colour as an accent and using it for a flower arrangement, artwork or cushions.
Pink picks: Laura Ashley has four pink papers and 10% of their sale price will go to Breakthrough Breast Cancer. One of the prettiest is the delicate Abbeville Floral Wallpaper, currently reduced from £30 a roll to £15.
Laura Ashley's Salcott Upholstered Chair, in a pale Caitlin Coral, currently priced from £540, also sees a percentage going to charity.
A pale palette has been chosen for much of the homeware benefiting breast cancer charities. Marks & Spencer has dusky pink Luxury Egyptian Cotton Towels, from £2.50 to £24, and pastel pink Non-Iron 190 Thread Count Perfect Supima sheets, currently on sale from £8, and pillowcases from £2, with 10% going to Breakthrough Breast Cancer.
There's a retro feel and witty slogans like 'Instead of cleaning the house I just turn off the lights' on Debenhams' Good Wife collection, with part of the proceeds benefiting charity. Set Of Three 'Good Wife' Storage Tins, £16; a cushion, £25; Think Pink Spotted 'Home Baking' Scented Candle, £10 each, Debenhams.
Sainsbury's Pink Heart Button Cushion, £10, is a pretty choice, as are the Primrose & Peony Heart Pomanders, £6 for set of three (in stores only), and both are supporting Breakthrough Breast Cancer.
For a flirty scheme, hang up a retro comic book-style Kiss Art Print, from £14.99, art.co.uk
Catchpole & Rye: 01233 840 840/www.catchpoleandrye.com
The Conran Shop: 0844 848 4000/www.conranshop.co.uk
Crown Paints: www.crownpaint.co.uk
Debenhams: 08445 616 161/www.debenhams.com
The French Bedroom Company: 08456 448 022/www.frenchbedroomcompany.co.uk
JAB Anstoetz: 0207 348 6620/www.jab-uk.co.uk
Laura Ashley: 0871 230 2301/www.lauraashley.com
Marks & Spencer: 0845 302 1234/www.marksandspencer.com
Sainsbury's: 0800 636 262/www.sainsburys.co.uk
Sofa Workshop: 0844 249 9161/www.sofaworkshop.com
A Shade Wilder: www.ashadewilder.com
Editors note - not all of these items are supporting breast cancer charities