A UV reflective fishing lure system for consistently illuminating underwater for prolonged periods and at multiple depths to attract various fish species. The UV reflective fishing lure system generally includes a base substance, a UV reflective substance and a colorant all mixed together and solidified to form at least a portion of a fishing lure. The UV reflective substance is comprised of barium sulfate, calcium carbonate, or powdered sugar, while the base substance is comprised of a liquid rubber or plastic and the colorant is comprised of a water based coloring. The formed fishing lure reflects UV light to be seen by fish species at various depths within water.
