Cis-Norbixin is widely used as a natural food coloring agent, particularly in the dairy and confectionery industries. It imparts a vibrant yellow to orange hue to products like cheese, butter, and ice cream, enhancing their visual appeal. Its water-soluble properties make it suitable for beverages, sauces, and dressings. Additionally, it is employed in cosmetics, such as lipsticks and creams, to provide a natural color. Due to its plant-based origin, it is preferred in organic and clean-label products, meeting consumer demand for natural ingredients. Its stability under various processing conditions further broadens its application in the food and personal care sectors.