The invention relates to the nontherapeutic cosmetic use of at least one cannabinoid compound chosen from the compounds corresponding to general formula (I): and also the geometric isomers and optical isomers thereof, the cosmetically acceptable acid or base salts thereof, and the hydrates thereof; in which compounds of formula (I): R1 represents a hydrogen atom or a C1-C30 alkyl group; it being possible for said alkyl group to be optionally substituted with a hydroxyl (OH) group; R2 represents a halogen atom or a group chosen from hydroxyl, thiol (SH), and amino optionally substituted with one or two C1-C6 alkyl groups; R3 and R4 form, together with the carbon atom which bears them, an oxo group or else R3 and R4 represent a hydrogen atom; R5 represents a hydrogen atom or a C1-C6 alkyl group; X represents a heteroatom chosen from oxygen and sulfur atoms and the divalent group —N(R6)—, with R6 representing a hydrogen atom or a C1-C6 alkyl group; represents a single or double bond; n is 1, 2 or 3, preferentially 1 or 2; it being understood that, when R3 and R4 together form an oxo group with the carbon atom which bears them and X represents an oxygen atom, then R1 cannot represent a hydroxymethyl group, as an agent for coloring keratin materials. It also relates to one of these specific cannabinoid compounds for use thereof in the treatment of vitiligo or pityriasis versicolor, to nontherapeutic cosmetic processes for coloring the skin or for treating canities, comprising the topical application to the skin and/or head hair, or the oral administration, of a composition comprising, in a physiologically acceptable medium, one of these cannabinoid compounds, and to a process for selecting an active agent which promotes the pigmentation of keratin materials.