PURPOSE: To obtain an anti-fading agent for a natural dye such as a carotenoid dye or an anthocyanine dye, which is water-soluble, highly active and safe by incorporating, as an active ingredient, a substance obtained by extracting seeds of sunflower or oil cakes thereof with a specific substance.

CONSTITUTION: Seeds of sunflower or oil cakes thereof are extracted with water or water-containing alcohol (e.g. water-containing ethanol). The resulting substance is incorporated as an active ingredient.