WinkyBaby — Colour round 2: audience-led palettes (proposal)

Palette 1 · Recommended

Orchid + Ink

Lilac is the most common lens campaign colour in the scan (moody, Hapa Kristin, LENSME, OLENS) and is beauty-coded without being pink; a Cloud Dancer-like shell and Ink keep the lens colours in charge, as the audience research asks.

Tokens

primary

Orchid#C08AF0
272 77% 74%

primary-ink

Deep Orchid#6B2FA8
270 56% 42%

accent

Lime Fizz#D7F36B
72 85% 69%

background

Cloud#F3F1EC
43 23% 94%

surface

Card White#FFFFFF
0 0% 100%

text

Ink#15121C
258 22% 9%

muted

Dusk#5E5868
263 8% 38%

success

Go Green#1E7F4A
147 62% 31%

Logo, recoloured

winkybaby

Announcement bar

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

Mobile hero

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

winkybaby

Search shade or power

18 mo+
expiry

Find your shade.
In a wink.

Every coloured lens on the same shade card, so you can compare them fairly.

Mocha

Latte

Grey

Lilac

Shop by shadeReorder

Free from S$5118 mo+ expiryWhatsApp usShips from HK

Product card (shade card) + fact stickers

Mocha family

Sample product

Sample Mocha

diameter · wear cycle · effect · power

S$28.00Add

18 mo+
expiry at
dispatch

Free from
S$51 or
6 boxes

Lens shade backdrops (family colour at 22%)

Black#CECDCD
Ink 11.66

Mocha#DED7D3
Ink 13.01

Latte#EAE1D9
Ink 14.33

Grey#E6E6E7
Ink 14.83

Blue#DBE3EC
Ink 14.28

Green#DFE5DB
Ink 14.42

Lilac#E6E2EF
Ink 14.53

Rosy#F0E5E6
Ink 15.02

Each shade backdrop is the lens family colour at 22% over white. Orchid stays in the chrome only (buttons, highlight word, active states), so a Lilac lens backdrop never competes with a lilac button: the Lilac backdrop (#E6E2EF) is greyer and lighter than Orchid. Only Ink text goes on backdrops (lowest 11.66); muted text drops to 4.31 on the Black backdrop, so muted text stays on the card body.

Button rules

Primary CTA: Orchid fill, Ink label (7.17). On Cloud or white grounds add a 2px Ink border (Orchid vs Cloud is only 2.29 as an edge). On the Ink hero no border is needed (7.17).
Alternative solid button: Deep Orchid fill, white label (8.09), e.g. "Checkout" in the cart drawer.
Secondary: transparent with 2px Ink border and Ink label on light; Cloud border and label on Ink.
Never white text on Orchid (2.58).

Contrast (WCAG 2.x)

on	Ink / CloudBody text on page	16.39	AA
on	Ink / Card WhiteText on cards	18.50	AA
on	Dusk / CloudMuted text on page	6.06	AA
on	Dusk / Card WhiteMuted text on cards	6.84	AA
on	Ink / OrchidPrimary button label (Ink on Orchid)	7.17	AA
on	Orchid / InkOrchid highlight word / announcement accent on Ink	7.17	AA
on	Cloud / InkAnnouncement bar, hero copy (Cloud on Ink)	16.39	AA
on	Deep Orchid / CloudLinks, prices, selected chips on page	7.16	AA
on	Deep Orchid / Card WhiteLinks on cards	8.09	AA
on	White / Deep OrchidAlt filled button (white on Deep Orchid)	8.09	AA
on	Ink / Lime FizzFact sticker (Ink on Lime Fizz)	14.91	AA
on	White / Go GreenSuccess toast	5.01	AA
on	Go Green / Card White"In stock" text	5.01	AA
on	Ink / CloudOrchid button: 2px Ink border on Cloud (non-text 3:1)	16.39	Pass (3:1 UI)
on	Orchid / InkOrchid button on Ink hero (edge, no border needed)	7.17	Pass (3:1 UI)
on	Orchid / CloudOrchid fill on Cloud with no border (edge)	2.29	Fail: never use
on	White / OrchidWhite on Orchid	2.58	Fail: never use

Risk. Lilac is shared category language, so Orchid alone will not make WinkyBaby ownable (LENSME already uses lavender #a483d4). Distinctiveness has to come from the wink-iris mark, the shade card and the Lime Fizz fact stickers, used every time.

Palette 2

Mocha + Cherry

Built on what the audience actually buys: mocha and latte shades dominate the catalogue and Pantone 2025 was Mocha Mousse, so the shell looks like the product; Cherry is a deep blue-red, clear of the coral/pink lens brands.

Tokens

primary

Mocha#8A5A44
19 34% 40%

primary-ink

Deep Mocha#6A4331
19 37% 30%

accent

Cherry#B3122E
350 82% 39%

background

Latte Foam#F5EDE3
33 47% 93%

surface

Cream#FFFBF5
36 100% 98%

text

Espresso#2A1B14
19 35% 12%

muted

Cocoa#6E5646
24 22% 35%

success

Leaf#2F6B3A
131 39% 30%

Logo, recoloured

winkybaby

Announcement bar

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

Mobile hero

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

winkybaby

Search shade or power

18 mo+
expiry

Find your shade.
In a wink.

Every coloured lens on the same shade card, so you can compare them fairly.

Mocha

Latte

Grey

Lilac

Shop by shadeReorder

Free from S$5118 mo+ expiryWhatsApp usShips from HK

Product card (shade card) + fact stickers

Mocha family

Sample product

Sample Mocha

diameter · wear cycle · effect · power

S$28.00Add

18 mo+
expiry at
dispatch

Free from
S$51 or
6 boxes

Lens shade backdrops (family colour at 22%)

Black#CECAC5
Ink 10.18

Mocha#DED4CB
Ink 11.37

Latte#EADED1
Ink 12.54

Grey#E6E3E0
Ink 12.98

Blue#DBE0E4
Ink 12.48

Green#DFE2D3
Ink 12.61

Lilac#E6DFE7
Ink 12.70

Rosy#F0E2DF
Ink 13.16

Shade backdrops are the family colour at 22% over Cream, inside a Cream card with a Deep Mocha outline so they separate from the Latte Foam page. Brown shades need the outline most: the Mocha backdrop (#DED4CB) is close to the page colour. Only Espresso text goes on backdrops (lowest 10.18); muted text drops to 4.18 on the Black backdrop, so muted text stays on the card body.

Button rules

Primary CTA: Cherry fill, Cream label (6.69). Cherry vs Latte Foam is 5.95 as an edge, so it is the most visible CTA of the three on mobile.
Secondary: transparent, 2px Deep Mocha border and label (7.36 on Latte Foam).
Mocha fill with white label (5.79) for chips and filters, not for the main CTA.
Never put Cherry on Mocha (1.19) or a Cherry button on Espresso (2.40 edge). On dark Mocha/Espresso sections use a Cream button with Espresso text.
Raw Pantone Mocha Mousse #A47864 fails as a text ground (Espresso 4.31, white 3.85), so the token is darkened to Mocha #8A5A44.

Contrast (WCAG 2.x)

on	Espresso / Latte FoamBody text on page	14.31	AA
on	Espresso / CreamText on cards	16.10	AA
on	Cocoa / Latte FoamMuted text on page	5.87	AA
on	Cocoa / CreamMuted text on cards	6.61	AA
on	Cream / CherryPrimary button label (Cream on Cherry)	6.69	AA
on	Cherry / CreamCherry highlight word / sale price on Cream	6.69	AA
on	Cherry / Latte FoamCherry text on page	5.95	AA
on	Cherry / Latte FoamCherry button edge on Latte Foam (non-text 3:1)	5.95	Pass (3:1 UI)
on	Cream / Deep MochaAnnouncement bar (Cream on Deep Mocha)	8.28	AA
on	White / MochaMocha filled chip / secondary button	5.79	AA
on	Deep Mocha / Latte FoamLinks, eyebrows on page	7.36	AA
on	Deep Mocha / CreamLinks on cards	8.28	AA
on	Cream / CherryFact sticker (Cream on Cherry)	6.69	AA
on	White / LeafSuccess toast	6.39	AA
on	Leaf / Cream"In stock" text	6.20	AA
on	Cherry / MochaCherry on Mocha	1.19	Fail: never use
on	Cherry / EspressoCherry button on Espresso (edge)	2.40	Fail: never use
on	Espresso / #A47864Espresso on raw Mocha Mousse #A47864	4.31	Large only; not used

Risk. Mocha and latte lens backdrops blend into the Latte Foam shell, so the best-selling shades get the least contrast, and the warm brown palette sits close to moody's stone-and-coral look. Cherry can also read as "sale" red.

Palette 3

Butter + Ink

Butter yellow is the one beauty-friendly colour no lens brand in the scan owns, so it is the most distinctive against the pink crowd; Soft Lilac keeps a nod to the lilac lens campaigns and Ink keeps it legible.

Tokens

primary

Butter#F6DE7A
48 87% 72%

primary-ink

Honey#7A5C00
45 100% 24%

accent

Soft Lilac#CDB8F0
263 65% 83%

background

Milk#FAF8F2
45 44% 96%

surface

Card White#FFFFFF
0 0% 100%

text

Ink#141414
0 0% 8%

muted

Pebble#5F5B52
42 7% 35%

success

Go Green#1E7F4A
147 62% 31%

Logo, recoloured

winkybaby

Announcement bar

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

Mobile hero

Free shipping from S$51 or 6 boxes · 18+ months' expiry at dispatch · WhatsApp +65 8955 6205

winkybaby

Search shade or power

18 mo+
expiry

Find your shade.
In a wink.

Every coloured lens on the same shade card, so you can compare them fairly.

Mocha

Latte

Grey

Lilac

Shop by shadeReorder

Free from S$5118 mo+ expiryWhatsApp usShips from HK

Product card (shade card) + fact stickers

Mocha family

Sample product

Sample Mocha

diameter · wear cycle · effect · power

S$28.00Add

18 mo+
expiry at
dispatch

Free from
S$51 or
6 boxes

Lens shade backdrops (family colour at 22%)

Black#CECDCD
Ink 11.61

Mocha#DED7D3
Ink 12.95

Latte#EAE1D9
Ink 14.27

Grey#E6E6E7
Ink 14.77

Blue#DBE3EC
Ink 14.22

Green#DFE5DB
Ink 14.36

Lilac#E6E2EF
Ink 14.47

Rosy#F0E5E6
Ink 14.96

Shade backdrops are the family colour at 22% over white. Butter is kept out of backdrops so a Latte or Mocha lens never sits on yellow; Lilac lens backdrops are greyer than the Soft Lilac chips. Only Ink text goes on backdrops (lowest 11.61); muted text drops to 4.26 on the Black backdrop, so muted text stays on the card body.

Button rules

Primary CTA: Ink fill, Butter label (13.73). Butter fill is used only for big blocks (hero, stickers, chips) with Ink text (13.73).
Secondary: transparent, 2px Ink border, Ink label.
Soft Lilac chips with Ink text (10.27) for filters and selected states.
Never a Butter button on Milk or white (1.26/1.34 edge), never white text on Butter (1.34), never Butter text on light grounds.

Contrast (WCAG 2.x)

on	Ink / MilkBody text on page	17.35	AA
on	Ink / Card WhiteText on cards	18.42	AA
on	Pebble / MilkMuted text on page	6.37	AA
on	Pebble / Card WhiteMuted text on cards	6.76	AA
on	Ink / ButterText on Butter hero / Butter chips	13.73	AA
on	Butter / InkPrimary button label (Butter on Ink)	13.73	AA
on	Milk / InkAnnouncement bar body (Milk on Ink)	17.35	AA
on	Honey / MilkLinks, prices on page	5.89	AA
on	Honey / Card WhiteLinks on cards	6.25	AA
on	Ink / Soft LilacFact sticker / secondary chip (Ink on Soft Lilac)	10.27	AA
on	White / Go GreenSuccess toast	5.01	AA
on	Go Green / Card White"In stock" text	5.01	AA
on	Ink / ButterInk button edge on Butter hero (non-text 3:1)	13.73	Pass (3:1 UI)
on	Butter / MilkButter button on Milk page (edge)	1.26	Fail: never use
on	White / ButterWhite on Butter	1.34	Fail: never use
on	Butter / Card WhiteButter text on white	1.34	Fail: never use

Risk. Butter cannot carry text or a button on a light page (1.26 against Milk), so every CTA has to be Ink, and yellow drifts toward "discount/warning" and toward OWNDAYS' yellow token if it is overused. It is the least beauty-coded of the three for this audience.

WinkyBaby — colour round 2: audience-led palettes

Orchid + Ink

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.
In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Mocha + Cherry

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.
In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Butter + Ink

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.
In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Recommendation: Orchid + Ink

Orchid + Ink

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Mocha + Cherry

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Butter + Ink

Tokens

Logo, recoloured

Announcement bar

Mobile hero

Find your shade.In a wink.

Product card (shade card) + fact stickers

Lens shade backdrops (family colour at 22%)

Button rules

Contrast (WCAG 2.x)

Recommendation: Orchid + Ink

Find your shade.
In a wink.

Find your shade.
In a wink.

Find your shade.
In a wink.