No, this something completely New(ish)!™

It is: Warmer, softer and cosier!

"Joa Studholme, a colour advisor for Farrow & Ball, thinks the proliferation of beige is a reaction to grey – sometimes dubbed “millennial grey” thanks to its association with a generation of renters out of ideas . . .

It’s a neutral with warmth – beige shades are softer, cosier and a little less hard-edged.”

In my parents' house we had one beige and one grey bathroom (different floors) and the jury was still out 15y later which one looked better :P