There's a name for that colour you're seeing everywhere: Millennial pink.

Word of warning: once you know how to recognise Millennial pink, you will see it EVERYWHERE.

You will see it on the streets, you will see it in your home, and you — GASP! — may even see it on the masthead of the very website you work for… (just me?)

This particular shade of pink, sometimes referred to as Tumblr pink, has unofficially become the “colour of a generation”.

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A post shared by COTTON ON (@cottonon) on Mar 18, 2017 at 4:08pm PDT

It’s a softer version of Barbie pink, a pink you kind of don’t even recognise as pink, and it’s infiltrating – nay, INVADING – every aspect of our lives.

Rihanna’s Fenty x Puma fashion line?

Millennial pink:

#FENTYXPUMA at PUMA.com/rihanna

A post shared by badgalriri (@badgalriri) on Mar 9, 2017 at 10:03am PST

The cover art for Drake’s hit 2015 single, Hotline Bling? Millennial Pink.

Those obnoxiously large inflatable flamingos you see in everyone’s pools (and Instagram feeds) every sunny day? MP.

Instagram accounts about green plants on pink backgrounds, restaurants in New York City, Wes Anderson’s The Grand Budapest Hotel and every single homeware itemfrom couches and cushions to casserole dishes?

????Pretty in pink???? — goes for bed linen too! #HMHome

A post shared by H&M Home (@hm_home) on Feb 15, 2017 at 9:50am PST

We don’t even need tell you the common shade that runs through them all.

So… why does this particular hue strike such a chord with the millennial masses?

The Cut writer Véronique Hyland mused last year that this new shade of pink is different from the sugary-sweet, bubblegum shade of our past.

LISTEN: Parents are increasingly raising their kids ‘gender neutral’. (Post continues after audio.)

It’s not the pink of Barbie convertibles or even of Paris Hilton’s Juicy Couture velour tracksuits.

“It’s ironic pink, pink without the sugary prettiness,” she wrote.

“A cohort raised to distrust pink has turned contrarian and embraced a muddied, faded version of the colour.”

In 2017, among a generation that believes gender and sexuality is fluid, pink is making a comeback.

Of course, it helps that Millennial pink is flattering on anyone (and anything), and easy on the eye.

(Yep, it's even flattering on rapper Drake... we checked.)

❄️

A post shared by champagnepapi (@champagnepapi) on Feb 20, 2017 at 9:52am PST

It's a pink you see on your commute to work, around the office, on your television screens and in your local shopping centre but rarely stop to take notice of.

Except, now your attention has been drawn to it, you will never be able to un-see it. That, my friends, is the magic of the colour.

Are you a fan of 'Millennial pink'?