A variety of bonded phase parameters (endcapping, phase chemistry, ligand length, and substrate parameters) were studied for their effect on column retention and selectivity toward carotenoids. Decisions were made on how each of these variables should be optimized based on the separation of carotenoid and polycyclic aromatic hydrocarbon test probes. A column was designed with the following properties: high absolute retention, enhanced shape recognition of structured solutes, and moderate silanol activity. These qualities were achieved by triacontyl (C30) polymeric surface modification of a moderate pore size (approximately 20 nm), moderate surface area (approximately 200 m2/g) silica, without subsequent endcapping. The effectiveness of this "carotenoid phase" was demonstrated for the separation of a mixture of structurally similar carotenoid standards, an extract of a food matrix Standard Reference Material, and a beta-carotene dietary supplement under consideration as an agent for cancer intervention/prevention.