Razer is making a pink laptop. Okay, technically, Razer is making a limited edition Razer Blade Stealth Quartz laptop, which happens to be pink. It’s on sale just in time for Valentine’s Day, and, in the words of Razer CEO Min-Liang Tan, it will “steal hearts everywhere.” No matter what color you call it, it’s a big step forward for Razer, chromatically speaking.

It will “steal hearts everywhere,” apparently

This isn’t the first time Razer has made pink gear — the company released four Quartz products last year — but this year’s lineup is far more extensive. There’s a Basilisk mouse, Huntsman keyboard, Kraken headset, Seiren X microphone, and more that are joining the pink-hued lineup.

Razer isn’t explicitly saying that it’s hoping to target female customers with all of these pink products — the company’s press release just makes extensive references to Valentine’s Day throughout — but it's a pretty safe inference to make.

No pink tax

To Razer’s credit, the company isn’t charging a “pink tax” on the Quartz edition products; they will cost the exact same price as their regular counterparts (although the pink versions are set to be a limited run). The Razer Blade Stealth Quartz is set to cost $1,599.99. That gets you an 8th Gen Intel Core i7-8565U processor, 16GB of RAM, a 256GB PCIe SSD, a discrete Nvidia MX 150 GPU, and a Full HD (1920 x 1080) 13.3-inch display. The other Quartz accessories will cost the same as the non-pink models.

If you haven’t immediately grasped why this is significant, you have to remember that Razer products have always had a very particular aesthetic, best described as what you’d get if you soaked a regular laptop in a mixture of Mountain Dew and snake venom and then struck it repeatedly with lightning at the dead of midnight. That’s been the company’s bread and butter for years, chasing the same “hardcore elite gamers” design that’s been part of the gaming PC world for decades.

This new pink laptop is part of a recent trend from Razer: its Blade Laptops have gotten more mature designs and alternate colors like the gunmetal Blade Stealth Blade, the white Blade, and now this new pink option, and the company has started selling more accessories in colors that aren’t neon-lit black.

Basically everything still has a giant snake logo on it, but it’s a start. The Quartz products are available starting today from Razer for a limited time in the US, China, and Canada.