Flavonoids are secondary metabolites that play crucial roles in plant development, defense, and environmental adaptation. They are also valuable for human health and nutrition due to their antioxidant, anti-inflammatory, and other beneficial properties. The transcriptional regulation of the flavonoid biosynthetic pathway is tightly controlled, primarily by a ternary complex involving MYB, bHLH, and WD40 proteins. This complex regulates genes involved in the late steps of flavonoid biosynthesis, leading to the production of anthocyanins and condensed tannins. While significant progress has been made in understanding the roles of MYB and WD40 proteins, the specific functions of bHLH proteins in this pathway remain less clear. The article reviews recent advances in the understanding of the transcriptional regulation of the flavonoid biosynthetic pathway, focusing on the roles of bHLH transcription factors. It highlights the importance of the MYB-bHLH-WD40 complex in spatial and temporal regulation of flavonoid gene expression during plant development. The review also discusses the potential involvement of additional regulators, such as RIF1 and WRKY transcription factors, in the flavonoid biosynthetic process. Understanding these regulatory mechanisms could lead to the development of biotechnological tools for enhancing the flavonoid content in plants with optimized agronomic traits.Flavonoids are secondary metabolites that play crucial roles in plant development, defense, and environmental adaptation. They are also valuable for human health and nutrition due to their antioxidant, anti-inflammatory, and other beneficial properties. The transcriptional regulation of the flavonoid biosynthetic pathway is tightly controlled, primarily by a ternary complex involving MYB, bHLH, and WD40 proteins. This complex regulates genes involved in the late steps of flavonoid biosynthesis, leading to the production of anthocyanins and condensed tannins. While significant progress has been made in understanding the roles of MYB and WD40 proteins, the specific functions of bHLH proteins in this pathway remain less clear. The article reviews recent advances in the understanding of the transcriptional regulation of the flavonoid biosynthetic pathway, focusing on the roles of bHLH transcription factors. It highlights the importance of the MYB-bHLH-WD40 complex in spatial and temporal regulation of flavonoid gene expression during plant development. The review also discusses the potential involvement of additional regulators, such as RIF1 and WRKY transcription factors, in the flavonoid biosynthetic process. Understanding these regulatory mechanisms could lead to the development of biotechnological tools for enhancing the flavonoid content in plants with optimized agronomic traits.