An inorganic yellow pigment based on TiO2 containing minor amounts of bismuth and molybdenum compounds was developed without rare earths or highly toxic elements. The material was produced starting from a composition of 99% (mol%) of rutile TiO2 and 1% of MoO3, which were previously mixed and calcined at 1200°C. The composition consisted of 99.8% of the above mixture and 0.2% of bismuth(III) nitrate basic hexahydrate. This powder mixture was homogenized and calcined in a tubular furnace at 1200°C, applying different heating rates: 1, 30, 40, and 60°C/min. The yellow color was attributed to the presence of α‐Bi2O3, γ*‐Bi2MoO6, and Bi2Ti2O7 phases. The powder particle size proved suitable for using the material as an inorganic pigment for polymers. The technological application of the pigment was tested in high‐density polyethylene.