A discontinued drugstore lipstick has found new fame nearly two decades after The Dark Knight premiered.

Beauty sleuths and film fans are buzzing over Maybelline Rouge No. 49, a classic crimson shade rumored to have been used by the late Heath Ledger in his haunting portrayal of the Joker.

The rumor, revived by social media makeup historians, claims that Ledger personally chose the bright, blood-red hue to complete the villain’s cracked, chaotic grin. The film’s makeup team has never confirmed the exact product.

Maybelline quietly discontinued several Rouge shades years ago, but it may now have a cult classic on its hands — one immortalized not by ad campaigns, but by a cinematic legend.