The present invention relates to a process for preparing a colored effect pigment, comprising: (i) coating aluminum-based substrate particles in an aqueous coating medium with at least one metal oxide layer, wherein the metal oxide is selected from a titanium oxide, an iron oxide, or any mixture thereof, (ii) providing a mixture of the coated aluminum-based substrate particles and a particulate inorganic non-metallic material in the aqueous coating medium by adding the particulate inorganic non-metallic material to the aqueous coating medium, and (iii) separating the mixture of the coated aluminum-based substrate particles and the particulate inorganic non-metallic material from the aqueous coating medium and subjecting the separated mixture to a thermal drying step so as to obtain a dry colored effect pigment material.