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Purple is having a moment, and honestly, it’s been building for a while. From soft lavender washes on the lids to deep plum lips and violet graphic liner, purple makeup looks cover more ground than most people realize.
The color works across every skin tone. It flatters brown, hazel, and green eyes thanks to basic color theory. And it ranges from barely-there everyday wear to full editorial glam.
This guide breaks down the specific looks, the palettes worth buying, the shade-matching rules by skin tone, and the mistakes that make purple go wrong. Whether you’re reaching for a berry lip or building a smoky eye with matte plum eyeshadow, you’ll find something here to work with.
What Counts as a Purple Makeup Look
Purple in makeup isn’t one shade. It’s a whole family of colors that ranges from barely-there lilac to deep, moody eggplant, and everything between.
The violet spectrum covers a lot of ground. Lavender sits at the light, cool end. Mauve falls somewhere in the middle, leaning warm. Plum and berry go darker. And eggplant? That’s practically black with a purple undertone.
What separates these shades is undertone. Blue-based purples (like true violet and grape) read cooler and sharper on the skin. Red-based purples (like berry, wine, and mauve) come across warmer, softer, and easier to blend into most skin tones.
That distinction matters more than most people think. Picking the wrong undertone is usually why someone tries a purple look once and says “purple isn’t for me.” It probably was the wrong purple.
| Purple Shade | Undertone | Best Used As |
|---|---|---|
| Lavender | Cool, blue-based | Eyeshadow wash, blush on fair skin |
| Mauve | Warm, red-based | Lip color, blush, transition shade |
| Violet | Cool, balanced | Liner, lid color, graphic eye |
| Plum | Warm, red-based | Smoky eye, lip color, crease shade |
| Eggplant | Neutral-cool | Outer corner, deep smoky eye |
Purple shows up in every product category you can think of: eyeshadow palettes, liquid lipstick, cream blush, gel liner, even mascara. The eyeshadow market alone was valued at $3.32 billion in 2024, according to Maximize Market Research, and eyeshadow is projected to be the fastest-growing segment of the eye makeup category at a 4.83% CAGR through 2030 (Mordor Intelligence).
So no, purple isn’t niche. It’s a core color family in cosmetics with real commercial pull.
Pinterest predicted purple blush as a top trend for 2025, flagging a 30% increase in pins for “purple blush makeup” as part of its broader Aura Beauty forecast. At the same time, Trendalytics reported that searches for mauve blush climbed 59% year over year in 2024.
Purple works across skin tones differently than other bold colors. On fair skin, lavender and lilac give a cool, almost ethereal flush. On medium and olive skin, mauve and warm berry shades sit naturally without looking forced. On deep skin, rich plum and jewel-toned purples pop with incredible intensity.
And that’s the real advantage of purple. It’s one of those rare colors where there’s a flattering version for basically everyone. You just have to find your specific shade.
Soft Lavender Looks for Everyday Wear
If you’ve never worn purple on your face before, lavender is where to start. It’s low commitment and almost impossible to mess up.
A single wash of pale purple eyeshadow across the lid, blended loosely toward the crease, paired with mascara and nothing else on the eyes. That’s it. Took me a while to accept that something so simple could actually look finished, but it does.
The trick is keeping the rest of the face quiet. Nude lips. Soft mascara. Maybe a little concealer. The lavender does the talking.
Products That Work for This
ColourPop It’s My Pleasure palette has a range of purples from sheer lavender to deep plum, so you can keep things soft or build up. MAC has single eyeshadows in the lilac range that blend well over bare skin. Clinique’s Pansy Pop blush went somewhat viral for purple blush beginners because it applies sheerer than it looks in the pan.
For people who usually stick to neutral palettes, lavender reads almost like a neutral itself once it’s on the skin. It’s not screaming “I’m wearing purple.” It’s just… a little different. And that small shift is enough to make brown, hazel, and green eyes look noticeably brighter.
Lavender Monochrome
This takes the concept further. One purple tone across eyes, cheeks, and lips.
Use a matte lavender eyeshadow on the lids, tap a tiny amount of the same shade (or a purple-toned blush) onto the cheekbones, and finish with a mauve sheer lipstick or a tinted balm that leans lilac.
The monochrome approach is actually trending hard. The beauty industry saw a big shift toward single-shade coordination in 2024, with TikTok’s “Cherry Girl” look using one color across the whole face. Purple is the natural 2025 follow-up to that same idea.
Makeup artist Natalie Dresher told NewBeauty that she expects a departure from clean girl aesthetics in favor of more color and “fun” with makeup heading into 2025. Purple fits that shift perfectly.
Smoky Purple Eye with a Dark Outer Corner
The smoky eye never actually left. It just got a color upgrade.
A purple smoky eye follows the same principles as the classic black version. You’re building depth from light to dark, blending until there are no hard lines, and concentrating the darkest shade at the outer corner and along the lower lash line.
But with purple, you get warmth that black doesn’t offer. And dimension. A plum smoky eye catches light in a way that pure black just swallows.
How to Build It
Start with a matte mauve or medium purple in the crease and blend it upward toward the brow bone. This is your transition shade, and it does most of the work.
Pack a shimmer violet onto the center of the lid. This is where you get that reflective quality that separates a purple smoky eye from just “dark eyeshadow.”
Deepen the outer V with a dark eggplant or matte plum shade. Blend it into the crease color so there’s no visible line between the two. Then take a small brush and smudge the same dark shade along the lower lash line, focusing on the outer half.
Set the look with a thin line of dark pencil eyeliner along the upper lash line. A purple or deep plum pencil works better here than black because it keeps the look cohesive. Finish with a couple coats of mascara or false lashes if you want the full effect.
Plum Smoky Eye vs. Traditional Black Smoky Eye
| Feature | Plum Smoky Eye | Black Smoky Eye |
|---|---|---|
| Warmth | Warm to neutral, flattering on most tones | Cool, stark |
| Daytime wearable | Yes, in lighter versions | Rarely |
| Best eye colors | Brown, hazel, green | All, but especially blue |
| Blending forgiveness | High (purple fades softly) | Low (black can look muddy fast) |
Color theory backs this up. Purple sits opposite yellow and green on the color wheel, which means it naturally makes brown and hazel eyes look more intense. According to Ulta’s color wheel guide, shades of plum and violet bring out the golden flecks in hazel eyes and add contrast to brown eyes that warm neutrals alone can’t achieve.
The global eye makeup market reached $18.2 billion in 2024, with eyeshadow holding a dominant 34.6% product share, driven largely by consumer experimentation with bolder palettes (Market.us). Purple smoky eyes are a direct part of that trend.
Bold Violet Graphic Liner Looks
Graphic liner is where purple gets editorial.
This isn’t a blended, smoky situation. It’s clean lines, sharp angles, and deliberate placement. Purple liquid liner or gel liner used to create a wing, a floating crease line, or a geometric shape across the lid.
The Basic Purple Wing
A violet winged liner look follows the same technique as a black wing, but the color changes everything. Purple liner makes the wing feel more playful than aggressive. More interesting than intimidating.
NYX Epic Ink Liner comes in purple and has a fine felt tip that gives decent control. Stila’s Stay All Day Liquid Eye Liner in an amethyst shade is another one that holds up well. For something more creative, Suva Beauty Hydra Liners are water-activated cake liners that come in vivid violet shades perfect for graphic work.
If you’re new to doing winged eyeliner, start with a shorter flick. Purple is more forgiving than black because small imperfections blend into the color rather than standing out as mistakes.
Floating Crease and Double Wing
The floating crease liner sits above the natural crease fold, creating a visible line of color when the eyes are open. It’s a modern, editorial choice that works especially well on hooded eyes because the design stays visible even with a heavy lid fold.
A double-wing technique layers purple liner on top with black underneath, or vice versa. The two colors create a stripe effect at the outer corner that looks sharp in photos.
These looks are built for content creation, events, and editorial shoots. They photograph well. But be aware that graphic liner reads differently in person versus on camera. What looks precise in a selfie might appear less defined at arm’s length, so build bolder than you think you need to.
Pinterest reported a 365% increase in pins for “full-color eye makeup” heading into 2025, signaling that colored liner and bold eye work are far from niche at this point.
Purple Glam Looks for Events and Nights Out
When the occasion calls for high impact, purple delivers. This is where you bring in cut creases, metallic finishes, glitter, and heavy pigment without worrying about being “too much.”
A night out makeup look built around purple can go in several directions, and the best ones commit fully to the color story.
Purple Cut Crease Step Breakdown
Prime the lid. This is non-negotiable with purple. Without primer, purple shadows fade faster than neutrals and shift gray within hours.
Apply a medium plum shade across the entire lid and into the crease. Blend it upward.
Use concealer on a flat brush to carve out a sharp line along the crease, cutting into the blended shadow. This creates the “cut” that gives the technique its name. Pat it flat. Don’t blend it.
Layer a metallic violet or shimmer purple eyeshadow onto the clean concealer section. Press it on with a finger or a flat shader brush for maximum color payoff. The contrast between the matte plum crease and the metallic lid is what makes this look dramatic.
Add a dark eggplant shade in the outer V and along the lower lash line. Finish with a bold set of false lashes.
Full Purple Glam Pairings
Option A: Deep berry lips paired with a softer purple eye. This works when you want the lip to be the focal point but still keep the overall look within a purple color story. A dark lipstick in plum or wine pulls the whole face together.
Option B: Full purple eye with nude lips. The opposite approach. All the drama on the eyes, lips stay quiet. A nude lipstick that matches your skin tone keeps the balance.
Option C: Purple inner corner highlight. Instead of using a traditional gold or champagne shimmer, place a light violet shimmer at the inner corners. It’s unexpected and ties the whole look together without adding more product to the lid.
Rihanna has worn purple eye looks on red carpets multiple times, usually pairing deep plum shadow with a bold lip. Lupita Nyong’o has leaned into violet and amethyst shades for events, often against deeper skin tones where jewel-toned purples look incredible. These aren’t random choices. Purple on deep skin creates contrast and richness that other colors struggle to match.
The U.S. makeup market alone is projected to grow from $7.40 billion in 2024 to $12.77 billion by 2032, at a 7.18% CAGR, according to Fortune Business Insights. That growth is fueled partly by consumers buying into bolder, event-ready looks rather than sticking to safe neutrals.
Mauve and Berry Lip-Focused Looks
Not every purple makeup look lives on the eyes. Some of the strongest ones center entirely on the lips.
A dark berry lip with barely-there eye makeup is one of the most effective ways to wear purple without touching an eyeshadow palette. It’s striking but simple. And honestly, it takes less time than most eye looks.
Dark Berry Lip with Minimal Eyes
Pick a deep berry or plum matte lipstick. MAC Rebel is a classic here. Fenty Beauty Stunna Lip Paint in Underdawg runs deeper. Charlotte Tilbury Pillow Talk in the berry variations works if you want something less intense.
The eyes get mascara and maybe a thin line of brown eyeliner. That’s it. Let the lip command the face.
Applying lip liner first is critical with dark purple shades. Dark colors bleed. They migrate. Without a liner barrier, you’ll spend the night fixing edges. Use a berry-toned pencil to outline and fill in the lips before applying color. This also helps with making lipstick last longer, which matters when you’re wearing a shade this bold.
Mauve Lip as a Professional Option
Mauve is purple’s version of a nude. It’s muted enough for professional settings, interesting enough to feel like a deliberate choice.
A mauve lip in a satin or cream finish sits between “I’m wearing lipstick” and “my lips just look like that.” It reads polished without veering into bold makeup territory. Good for interviews, work meetings, or any situation where you want color without volume.
For something with more texture options, check out different lipstick types to figure out which formula keeps mauve looking fresh on your lips through the day.
Purple Ombre Lip
The ombre lip technique works especially well in the purple family because the range from dark plum to light lilac is wide enough to create visible gradient.
Line and fill lips with a dark plum liner. Apply a slightly lighter berry lipstick over most of the lip, then dab a lighter mauve or pink at the very center. Press lips together to soften the transition.
This creates dimension and makes lips appear fuller. It’s more editorial than a flat lip color, but still wearable if you keep the gradient subtle.
The ingredients in your lipstick matter more with dark shades. Heavily pigmented purples and berries tend to stain, so if you’re using a formula packed with iron oxides and synthetic dyes, expect lasting color even after removal. That’s great for wear time but means you’ll want a solid lip care routine to keep your lips from drying out under heavy pigment.
Searches for wearing purple lipstick have remained steady, and dark purple lipstick makeup looks continue to be one of the most-saved categories on beauty boards. The appeal is clear: purple lips look intentional in a way that safe pinks and nudes simply don’t.
Purple Makeup Looks by Skin Tone
Purple is one of those rare color families where there’s a flattering version for everyone. But “flattering” depends heavily on picking the right shade for your skin tone and undertone.
The wrong purple can make you look tired, washed out, or bruised. The right one makes your whole face come alive. Undertone matters more than skin depth here.
Fair Skin
Cool-toned purples like lilac, periwinkle, and soft lavender work best on fair complexions. They add color without overwhelming the skin.
Deeper plums can work too, but they need careful blending. A hard edge of dark purple on very light skin reads harsh fast. Keep darker shades in the crease and outer corner, and use a lighter purple on the lid to soften the contrast.
For lips, a sheer berry or mauve tinted lip balm gives a hint of purple that doesn’t fight with light skin. Check out matte lipstick options for fair skin if you want something with more staying power.
Medium and Olive Skin
Mauve, warm berry, and red-based purple shades sit naturally on medium tones. These are the shades that look like they belong on your face, not like they’re sitting on top of it.
Olive undertones need extra attention. Purple sits opposite green on the color wheel, which means it can either look incredible or slightly off depending on the shade. Blue-leaning purples sometimes bring out greenish tones in the skin, making you look a bit sallow. Stick with warmer, red-based purples like plum, berry, and warm violet.
For olive skin lipstick colors, berry and wine-toned purples are a safe bet. They add richness without clashing with the green undertone.
Deep Skin
Rich jewel tones are where deep skin tones and purple makeup really shine.
Eggplant, grape, deep violet, and saturated plum create gorgeous contrast and dimension on dark skin. These shades pop without looking garish, and the natural depth of the skin gives them an intensity that lighter skin tones can’t replicate.
Pastel purples (lavender, lilac) need a white or light-colored eyeshadow base to show up properly on deep skin. Without it, they disappear or look chalky. A concealer base or a white cream primer under the shadow fixes this immediately.
Fenty Beauty’s February 2025 launch of the True Tone Pro Palette specifically addressed shade inclusivity with 25 shades across matte, shimmer, and satin finishes (Deep Market Insights). That kind of range means deep skin tones finally get purple shades that actually show up without requiring three coats.
For lip options on deeper complexions, matte lipstick for dark skin in plum and berry shades tends to hold pigment well and creates a striking, defined lip.
Choosing Purple Eyeshadow Palettes for Your Skin Tone
| Skin Tone | Best Purple Shades | Palette to Try |
|---|---|---|
| Fair | Lavender, lilac, soft mauve | ColourPop It’s My Pleasure |
| Medium / Olive | Warm plum, berry, red-violet | Huda Beauty Amethyst Obsessions |
| Deep | Eggplant, grape, saturated violet | Urban Decay Naked Ultraviolet |
The eyeshadow palettes market was valued at $2.42 billion in 2024 and is growing at a 9.4% CAGR through 2030, according to Deep Market Insights. North America alone accounted for $920 million, with shade inclusivity being a major driver of that growth.
Best Eyeshadow Palettes for Purple Looks
A purple look is only as good as the palette behind it. You need at least one matte transition shade, a shimmer for the lid, and a dark shade for depth. Without all three, the look falls flat.
Huda Beauty Amethyst Obsessions
Compact, affordable, and focused. Nine shades covering matte plum, shimmer violet, and a dark berry for the outer corner. The smaller pan size actually works in its favor because the color selection is tight, with no filler shades you’ll never touch.
Best for medium skin tones and anyone who wants a travel-friendly option.
Urban Decay Naked Ultraviolet
Twelve shades that lean cooler and include a good mix of matte, shimmer, and metallic finishes. The violet and grape shades have strong pigmentation, and the neutral transition shades inside the palette mean you don’t need a second palette to complete a look.
Standout feature: the inclusion of a deep eggplant matte that works as both a crease shade and an eyeliner when applied wet with a thin brush.
ColourPop It’s My Pleasure
Twelve pans at a drugstore price point. The shade range goes from pale lavender all the way to deep plum, which gives you enough room to do soft, minimal looks or full purple glam from the same palette.
ColourPop’s formula has improved a lot in recent years. The mattes blend well and the shimmers have a buttery feel that packs onto the lid with decent color payoff.
What to Look For in a Purple Palette
- Matte transition shade: a soft mauve or dusty purple that blends the crease
- Shimmer lid shade: violet, amethyst, or lavender with metallic finish
- Dark deepening shade: eggplant, plum, or grape for the outer V
- At least one neutral (taupe, brown, or cream) to balance the purples
Anastasia Beverly Hills, Natasha Denona, and Pat McGrath Labs all release limited-edition palettes that feature purple ranges. These tend to sell out quickly since purple palettes don’t stay in permanent rotation the way neutral ones do.
The global eyeshadow market is projected to grow from $3.32 billion in 2024 to $5.62 billion by 2032 at a 6.8% CAGR, according to Maximize Market Research. Consumer demand for bold, non-neutral palettes is a significant piece of that growth.
Purple Makeup Looks with Editorial and Creative Techniques
Once you’ve got the basics down, purple becomes a playground for creative, editorial-style looks.
These aren’t everyday techniques. They’re for photo shoots, events, festivals, content creation, or just those days when you feel like doing something different with your face.
Purple Glossy Lids
Apply a matte purple eyeshadow as your base. Then dab a clear lip gloss or a specialized eye gloss over the top.
The gloss gives a wet, editorial effect that looks incredible in photos but will migrate into the crease within a couple of hours. This is a “wear it, photograph it, enjoy it while it lasts” situation. Not a 12-hour look.
Rhinestones and Gems Over Purple
A purple eyeshadow base with small gems or rhinestones placed along the brow bone, lower lash line, or inner corner. Stick them on with eyelash glue.
IPSY’s 2026 trend forecast highlighted rhinestone and embellishment looks as a growing editorial trend, with major brands like Rabanne and Valentino incorporating crystal details into runway beauty. Creative makeup looks with gems have crossed from backstage into mainstream beauty content.
Purple Blush Draping
Instead of placing blush just on the apples of the cheeks, draping sweeps color from the cheekbone up toward the temple and even onto the outer edge of the eye area. It’s a 1970s technique that has come back hard.
With purple blush, draping creates a full-face color story. Your blush connects visually to a purple eye look, tying everything together.
Chanel, Clinique, Nudestix, and Kulfi Beauty all released purple blush formulations in late 2024 and early 2025 as the trend gained traction. Trendalytics reported mauve blush searches up 59% year over year, and the broader purple blush category continues climbing on Pinterest and TikTok.
Mixing Purple with Unexpected Colors
Purple and gold: a classic pairing. Gold shimmer on the lid with plum in the crease gives depth and warmth. This is a go-to for fall and winter makeup looks.
Purple and orange: unexpected, but the complementary contrast makes both colors look more intense. Keep one shade as the main event and the other as an accent.
Purple and green: this is full editorial territory. Analogous colors on the wheel that create a moody, jewel-toned effect. Works well for concerts and colorful looks where you want to stand out.
Common Mistakes with Purple Makeup
Purple is gorgeous when it’s done well. When it’s done wrong, it can look like a bruise. Or like you didn’t sleep for three days.
Most of the mistakes people make with purple aren’t about skill. They’re about product choice, prep, and undertone matching.
Wrong Undertone for Your Skin
This is the biggest one. A cool blue-violet on warm skin can give you a washed-out, almost sickly appearance. A warm red-purple on very cool skin can look muddy.
Fix: match the warmth of the purple to the warmth of your skin. Warm skin gets warm purples (plum, berry, mauve). Cool skin gets cool purples (violet, lavender, grape). If you’re unsure about your undertone, figuring out how to match makeup to your skin tone is a good starting point.
Skipping Primer
Purple eyeshadow fades and shifts color faster than neutrals. Without an eyeshadow primer, a vibrant violet can turn grayish or patchy within a few hours.
Why it happens: purple pigments (especially blue-based ones) tend to oxidize on the skin’s natural oils more than warm tones do. A primer creates a barrier that keeps the color true. Even a thin layer of concealer on the lids helps significantly.
Setting sprays and powders saw a 63% sales increase across Europe in the first half of 2024, according to Circana. People are paying more attention to longevity, and that applies double to bold colors like purple.
Over-Blending Until It Turns Gray
This one stings because it happens to people who are actually trying hard. You blend and blend, and suddenly the purple has turned into a grayish, undefined smudge.
The rule: blend the edges, not the center. Keep pigment concentrated where you placed it and only diffuse the borders. Use a clean blending brush (not the same one loaded with dark shadow) to soften transitions. If you need to improve your eyeshadow application, this single habit will make the biggest difference.
Not Using Lip Liner with Dark Purple Lips
Dark berry and plum lipsticks bleed. They feather into fine lines around the mouth. They transfer onto teeth.
A berry or plum lip liner applied before the lipstick creates a barrier. Fill in the entire lip with liner, then layer your color on top. This also gives you better staying power and prevents the color from migrating.
For keeping the color in place, setting your lipstick with a light dusting of translucent powder through a tissue adds hours to the wear time. And keeping lipstick off your teeth is easier when you’ve started with a properly lined and set lip.
Ignoring the Rest of the Face
A bold purple eye with no brows groomed, no base evened out, and no setting spray to hold it all together? It looks unfinished.
Purple eyes and lips draw attention to the face immediately. That means every other part of your makeup needs to be clean. Foundation applied well, brows shaped, skin set. The bold color is the star, but the supporting cast still needs to show up.
Circana data showed that setting spray and powder sales on TikTok alone surpassed 774 million views in 2024, with a 224% increase year over year. That level of interest reflects how seriously people now take makeup longevity, especially when wearing statement colors that show every flaw if they start to break down.
FAQ on Purple Makeup Looks
What skin tone looks best in purple eyeshadow?
Every skin tone can wear purple. Fair skin suits lavender and lilac. Medium and olive tones look great in warm plum and berry. Deep skin tones shine in rich eggplant and saturated violet shades.
What eye color does purple eyeshadow complement?
Purple works especially well on brown and hazel eyes because it sits opposite yellow and green on the color wheel. It also brightens green eyes and adds warmth to blue eyes when using softer mauves.
How do you keep purple eyeshadow from fading?
Always use an eyeshadow primer. Purple pigments oxidize faster than neutrals on bare skin, turning grayish within hours. A primer base keeps the color vibrant and prevents creasing throughout the day.
What lipstick goes with purple eye makeup?
Nude lips are the safest pairing with a bold purple eye. A mauve or soft pink works too. If you prefer a lipstick that complements purple eyeshadow, stick to muted tones that don’t compete.
Can you wear purple makeup to work?
A soft lavender eyeshadow wash or a mauve lip reads professional and polished. Keep application light, skip glitter, and pair with neutral base makeup. Purple doesn’t have to be bold to look intentional.
What is the best drugstore purple eyeshadow palette?
ColourPop It’s My Pleasure is a strong pick. Twelve shades from pale lavender to deep plum at a low price point. NYX Ultimate Shadow Palette also includes workable mauve and purple tones for everyday use.
How do you do a purple smoky eye?
Blend a matte plum into the crease, press shimmer violet onto the lid, and deepen the outer corner with dark eggplant. Smudge the same dark shade along the lower lash line and finish with mascara or a classic smoky technique.
Does purple blush work on all skin tones?
Yes. On fair skin, lilac blush gives a cool flush. On medium tones, mauve blush looks natural. On deep skin, berry and plum shades pop beautifully. Purple blush neutralizes yellow undertones, which is why it looks flattering across the board.
What colors pair well with purple in a makeup look?
Gold and purple is a classic combination that adds warmth. Purple and orange create bold complementary contrast. Purple with green gives a moody, jewel-toned editorial effect. Neutral tones like taupe and brown also balance purple nicely.
How do you prevent purple lipstick from bleeding?
Line and fill your lips with a berry-toned lip liner before applying color. This creates a barrier that stops feathering. Setting with translucent powder through a tissue adds extra hold and prevents transfer.
Conclusion
Purple makeup looks give you more range than almost any other color family in cosmetics. A single palette can take you from a quiet lavender monochrome for daytime to a full plum cut crease for a night out.
The shade you pick matters more than the technique. Match the undertone to your skin, prime before you apply, and don’t over-blend into gray.
Whether you’re experimenting with a dark berry lip, trying violet graphic liner for the first time, or draping purple blush across your cheekbones, the color rewards commitment. Go light or go bold. Just don’t go without liner on a dark lip.
Start with one product. A shimmer eyeshadow, a mauve cream lipstick, or a berry-toned blush. Build from there. Purple has enough variety to keep things interesting for a long time.
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