A rapid, simple and reproducible reversed-phase high-performance liquid chromatographic method was developed for the quantitative determination of curcumin, demethoxycurcumin and bis-demethoxycurcumin in ethanolic extracts of turmeric. The pigments were separated on a styrene-divinylbenzene copolymer column (Hamilton PRP-1), using an acetonitrile-water (55:45, v/v) mobile phase. The pigments were monitored with a diode-array detector at 425 nm. The limit of detection was 10.2 ng curcumin, 11.1 ng demethoxycurcumin and 6.2 ng bisdemethoxycurcumin. Comparison of HPLC and spectrophotometric results for the determination of the total curcuminoid content for a number of turmeric samples, reveal that the spectrophotometric method invariably yielded higher results, indicating an overestimation of curcuminoids.