Don't rush to water it hoping to restore the color - that'll only make things worse. If the rosette has already lost its firmness, extra water can lead to rot. First check the condition of the roots and base: if it's soft there and smells bad, you need an urgent repot into fresh, dry soil.
The thing is, red and burgundy tones in succulents are a stress response: bright sun, cold, lack of moisture. When the plant gets too comfortable and wet, it loses this "battle colors" and becomes uniformly green and limp. I had the exact same situation at my dacha - a rosette with beautiful red tips slowly turned green, and I also thought at first it wasn't getting enough sun, even though the window faced south. Turns out I was watering it too often, even less frequently than recommended - the soil just wasn't drying out completely between waterings.
The solution is simple: let the soil dry out completely, water even less often (literally once every month or so in summer, barely touch it in winter), and the red pigment will gradually come back. If the rosette has completely lost its turgor, repot it into cactus soil, pressing it slightly higher so the base doesn't touch the wet soil. You'll see results in 2 - 3 weeks 🌵