Samsung's S4 has been notching up milestones and recently breezed past the 10 million sales figure in barely a month, and now the Korean company is looking to increase the attractiveness of the device with the launch of five new colors.

Samsung made the announcement at its Premiere 2013 Galaxy & ATIV event in London, where it also launched its convertible ATIV Q tablet.

Fans of the Samsung Galaxy S4 will soon be able to purchase the handset in five new hues: Blue Arctic, Purple Mirage, Red Aurora, Brown Autumn and Pink Twilight. The smartphone is already available in White Frost and Black Mist, so the launch of the new colors takes the total tally to seven.

In May, upon reaching the 10 million worldwide sales landmark, Samsung had first announced that it would soon bring new hues for the Galaxy S4.

"Samsung is planning to introduce more color variations to meet various consumer tastes and preferences. In addition to the currently available White Mist and Black Forest, new color iterations will be added this summer, including Blue Arctic and Red Aurora, followed by Purple Mirage and Brown Autumn," the company said at the time.

With an array of colors on offer for the Galaxy S4, consumers will be spoilt for choice. However, as of now it is now known when these new shades will be made available.

The Blue Arctic variant of the Galaxy S4 is already available in Japan and the Brown Autumn model recently leaked online.

Recently, AT&T began offering the Red Aurora model of the Galaxy S4.

With the red hue already available, it is likely that the Galaxy S4 will soon be available in blue, purple, brown and pink as well. Whether any of these colors will be carrier exclusive remains to be seen.