Disclosed is a process for purification of a mixture of carotenoids from palm oil concentrate to produce a crystalline mixture of a .alpha.-carotene, .beta.-carotene, .gamma.-carotene, and .epsilon.,.epsilon.-carotene as well as a product enriched in geometrical isomers of a .beta.-carotene (9-cis-.beta.-carotene, 13-cis-.beta.-carotene) and .alpha.-carotene as well as .epsilon.,.epsilon.-carotene and .gamma.-carotene.