Are you familiar with the unexpected red theory? If you haven’t heard of it, it’s a design theory that impacts everything from fashion to home decor and even makeup. Essentially, it’s a popular term coined by TikTokker @intayriors that theorizes that a pop of red in your home, wardrobe, or makeup gives the look a bit of oomph. You know that empowered feeling you get when you wear a bold red lip on a random Tuesday? That’s the unexpected red theory and it’s a theory Behr leaned into when choosing its 2025 Color of the Year.
Today, Behr has officially announced their 2025 Color of the Year at a press event in Los Angeles, and you guessed it — 2025’s ‘it’ color is a bold and dynamic shade of red that Behr has named Rumors.
Behr describes Rumors as “a deep and dynamic ruby red that empowers DIYers, designers, and paint professionals to create impactful color moments.”
“We’re seeing people embrace color like never before,” said Erika Woelfel, Vice President of Color and Creative Services at Behr Paint Company. “Rumors is a modern take on the timeless red that creates an energetic appeal to make a lasting statement in a stunning way.”
Behr has lots of fascinating data to back up their 2025 Color of the Year choice. As a result of research conducted by Behr, they found the following:
“Our Color of the Year empowers consumers to use color with confidence,” said Andy Lopez, Senior Vice President and Head of Marketing at Behr Paint. “Rumors is undoubtedly a color that inspires creativity while being versatile enough to transform a space through large and small projects.”
To celebrate the 2025 Color of the Year, Behr Paint is hosting a sweepstakes on Instagram and TikTok starting August 21st. One winner will receive $10,000 to help them make a statement in their home using Rumors. Follow @behrpaint on Instagram and @behr on TikTok to learn more about how to enter. Terms and conditions apply. For official rules, visit: behr.com/2025cotysweepstakes.
Before you go, check out our slideshow below:
