It is proposed to use natural raw materials - ferruginous diatomites from the Zhalpak deposit (Kazakhstan) as an affordable cheap raw material for obtaining complex iron oxide silica-containing pigments. Pigments with different colors were obtained. The mineralogical composition, shape and size of particles, their specific surface area and total pore volume have been established by the methods of electron microscopy, BET analysis, M?ssbauer and X-ray phase spectroscopy. According to the results of scanning electron microscopy, diatomite particles, as a result of thermal activation and mechanical action, acquire a spherical shape with a size of 5 - 10 microns.