This invention relates to polymeric violet anthraquinone colorants having at least one poly(oxyalkylene) chain attached to an anthraquinone structure. Such colorants exhibit bright violet shade, excellent compatibility with organic media or aqueous systems, good lightfastness, and excellent thermal stability. The water soluble poly(oxyalkylene) substituted polymeric violet anthraquinone colorants also possess high water solubility, high color strength, non-staining properties, and high pH stability. The processes and methods for making such polymeric violet anthraquinone colorants and their use for coloring consumer products are also provided.