Previous methods for evaluating the color of oral epithelial tissues have relied primarily on subjective indices and interpretation. In this study, a narrow‐band reflectance spectrophotometer was used to measure melanin and hemoglobin pigmentation in the lips and skin of individuals who self‐reported their skin type from a choice of white, olive, or black. Significant differences in melanin pigmentation were observed among skin types and at most anatomical sites evaluated between skin types. Hemoglobin levels were not significantly different among skin types at most anatomical sites, but differences were observed among anatomical sites within each skin color group. Within each skin type, melanin (except in blacks) and hemoglobin were significantly higher for both the upper and lower lips compared with most other anatomical sites. Results suggest that reflectance spectophotometry is a useful tool for quantifying differences in melanin and hemoglobin pigmentation in oral tissues.