The object of the present invention is to provide a coloring ultraviolet protective agent in which the average molar absorption coefficient in the wavelength range from 200 nm to 380 nm is increased, and the color characteristics in the visible region are controlled. The present invention provides a coloring ultraviolet protective agent, which is useful for shielding ultraviolet rays and coloring, wherein the coloring ultraviolet protective agent comprises M2 doped oxide particles in which oxide particles (M1Ox) comprising at least M1 being a metal element or metalloid element, are doped with at least one M2 selected from metal elements or metalloid elements other than M1, wherein x is an arbitrary positive number, wherein an average molar absorption coefficient in the wavelength range of 200 nm to 380 nm of a dispersion in which the M2 doped oxide particles are dispersed in a dispersion medium, is improved as compared with one of a dispersion in which the oxide particles (M1Ox) are dispersed in a dispersion medium, and wherein a hue or chroma of color characteristics in the visible region of the M2 doped oxide particles is controlled.
