Used as a natural colorant in foods, beverages, and dietary supplements due to its vibrant orange-red hue. Widely added to products like juices, dairy items, and cereals to enhance visual appeal. Functions as a provitamin A compound, converting to retinol in the body, supporting vision, immune function, and skin health. Common ingredient in nutritional supplements and fortified foods aimed at addressing vitamin A deficiency. Also used in cosmetics and skincare products for its antioxidant properties, helping protect skin from oxidative stress and promoting a healthy complexion. Stable in fat-based formulations, making it suitable for use in oils and fat-soluble products.