The comparative photostability of curcumin 1, and two non-phenolic curcuminoids: 1,7-diphenyl-1,6-heptadiene-3,5-dione 2 (unsubstituted curcumin) and dimethylcurcumin 3 in non-degassed dilute solutions (approximately 3-5 x 10(-5) mol l(-1)) has been established by UV-visible absorption spectroscopy; disappearance quantum yields were measured. The similar behavior of the three studied curcuminoids is indicative of only a moderate role of phenol groups in the photodegradation process. Structural analysis of the photodegradation products of compound 2 in more concentrated solution (approximately 3.6 x 10(-3) mol l(-1)) shows formation of benzaldehyde, cinnamaldehyde, 2'-hydroxy-5',6'-benzochalcone 4, flavanone 5 and some other unidentified photoproducts. Flavanone 5 is formed by irradiation of chalcone 4. It represents a unique example of photochemical conversion of a diarylheptanoid molecule into a flavonoid, another very important class of natural products.