diff --git a/doc/source/whatsnew/v0.17.1.txt b/doc/source/whatsnew/v0.17.1.txt
index 1eff7d01d9d91..5696d8d7416fc 100755
--- a/doc/source/whatsnew/v0.17.1.txt
+++ b/doc/source/whatsnew/v0.17.1.txt
@@ -64,7 +64,7 @@ Bug Fixes
 
 
 
-
+- Bug in ``DataFrame.plot`` cannot use hex strings colors (:issue:`10299`)
 
 
 
diff --git a/pandas/tests/test_graphics.py b/pandas/tests/test_graphics.py
index b2d8ff8ba0b00..83b76393f30e0 100644
--- a/pandas/tests/test_graphics.py
+++ b/pandas/tests/test_graphics.py
@@ -2689,6 +2689,18 @@ def test_line_colors(self):
         self._check_colors(ax.get_lines(), linecolors=['red'] * 5)
         tm.close()
 
+        # GH 10299
+        custom_colors = ['#FF0000', '#0000FF', '#FFFF00', '#000000', '#FFFFFF']
+        ax = df.plot(color=custom_colors)
+        self._check_colors(ax.get_lines(), linecolors=custom_colors)
+        tm.close()
+
+        with tm.assertRaises(ValueError):
+            # Color contains shorthand hex value results in ValueError
+            custom_colors = ['#F00', '#00F', '#FF0', '#000', '#FFF']
+            # Forced show plot
+            _check_plot_works(df.plot, color=custom_colors)
+
     @slow
     def test_line_colors_and_styles_subplots(self):
         # GH 9894
@@ -2725,6 +2737,20 @@ def test_line_colors_and_styles_subplots(self):
             self._check_colors(ax.get_lines(), linecolors=[c])
         tm.close()
 
+        # GH 10299
+        custom_colors = ['#FF0000', '#0000FF', '#FFFF00', '#000000', '#FFFFFF']
+        axes = df.plot(color=custom_colors, subplots=True)
+        for ax, c in zip(axes, list(custom_colors)):
+            self._check_colors(ax.get_lines(), linecolors=[c])
+        tm.close()
+
+        with tm.assertRaises(ValueError):
+            # Color contains shorthand hex value results in ValueError
+            custom_colors = ['#F00', '#00F', '#FF0', '#000', '#FFF']
+            # Forced show plot
+            _check_plot_works(df.plot, color=custom_colors, subplots=True,
+                              filterwarnings='ignore')
+
         rgba_colors = lmap(cm.jet, np.linspace(0, 1, len(df)))
         for cmap in ['jet', cm.jet]:
             axes = df.plot(colormap=cmap, subplots=True)