Conditional Formatting – use table for fill color?

I have a table that could have any number of “Regions”, almost in any order. I’m wondering if there’s a way to use some sort of “lookup table” that looks to a region, then fills the cells with a color.

Example data:

Name    Region  Value
Chuck   East    213
Josh    East    321
Jeri    North   1232
Noel    South   329

My idea is to use a table like below, so anytime a region is matched, the cells in the table above are filled with that color:

Region  HEX Color
East    #87F1A8
North   #8962D8
South   #D49362

The idea is I can easily/quickly change a fill color, add/remove regions to fill, etc. without having to go in to the Conditional Formatting thing and manually do so. If I had only three regions, I can make those manually, but if I have over 20+ regions, I’d love to not have to make 20 separate entries, and update them all when wanted.

(So in my data table, all the rows with East as a region, should be filled with hex color #87F1A8.)

This could be done in VBA, but I’m hoping there’s a non-VBA option. I am able to add helper columns, if that …helps.

Edit: I have thought about this but can’t think of where to begin, so don’t have any formulas to share yet, which is why I asked here on SuperUser and not StackOverflow.