Dior is celebrating its “999 Day” today, September 9th. The brand’s iconic shade of red lipstick is named #999 – and it is a tribute to Christian Dior’s first lipstick, 9, named for the fashion designer’s lucky number.

Christian Dior once said, “I love red. It is the color of life.”

Dior #9 lipstick debuted in 1953 — as the designer’s final touch to his newest collection crimson couture gowns. The shade received immediate success, treasured and sought after by loyal clientele and starlets alike.

Rouge Dior #9 would be followed by #99 the same year. Today, #999 pays tribute to the brand’s founding red lipsticks.

The evocative power of #999 remains as Peter Philips, Creative and Image Director of Dior Makeup plays with pigments and textures — creating revolutionary variations of Dior’s iconic red.

Dior’s collection today includes more than 10 variations of #999, in innovative textures and formulas. Plus, the brand’s new Rouge Dior limited edition collection features engraved lipsticks and a blush adorned with the “Coup de Trafalgar” dress. 

Shown above, (L-R), are Rouge Dior limited edition lipstick in #999 (if you look closely you can see the dress engraved on the bullet); Rouge Dior Ink Liner in #999, and Rouge Dior Ultra Care Liquid in #999.