Colorant, containing luminescence pigments excitable by visible light

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The invention relates to colouring agents which contain as least one luminescent pigment in a carrier as a chromophoric component. The luminescence of the pigment is stimulated by absorption of visible light thus producing brilliant, luminous colours giving a gloss effect. The invention relates to, in particular, inorganic pigments comprising host materials from sulfides or oxide sulfides of lanthanoids which are in turn doted with at least one rare earth metal. Said colouring agents can be used, in particular, in the cosmetic industry for colouring materials containing keratin such as skin, hair and finger nails.