Closest shade match is the equivalent shade, scored on colour, depth and undertone only. Closest overall alternative is the most similar concealer overall, scored on shade match (55%), finish and visual result (25%), wear and performance (15%) and skin suitability (5%).
Overall alternativesShade matchesRanked by the overall match: the most similar concealer on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.
Ranked by the overall match: the most similar concealer on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.
$31Ulta Beauty(product price)$7 less (18%)4.3 (1,273)
Matches: Very close colour· Claims not settling into lines· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Luminous rather than natural finish· Buildable rather than full coverage
Score details
Shade match
87
Finish & visual result
52
Wear & performance
61
Skin suitability
50
Very close colour · Luminous · Buildable coverage
Ingredients (not scored): 5% ingredient overlap
Differences: Neutral rather than warm undertone · Luminous rather than natural finish · Buildable rather than full coverage · No blurring effect claimed · Does not claim transfer resistance
Retailer shade note: for dark neutral skin with peach undertones
The closest shade to Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer 5W (Tan · Warm · golden undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.
Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Why the closest match works
Milk Makeup Future Fluid Longwear Hydrating Concealer in 21W, against Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer in 5W. Every attribute compared, with its share of the score.
ComparedYour shade5WClosest match21WHow they compareScore
Shade match55% of overall94
Colour60%91#b37845#b6733cVery close colourColour difference 2.1 (0 is identical)
Depth15%98TanTanSameDepth difference: 1.4
Retailer descriptionDeepDeep tanSome differenceRetailer descriptions one depth band apart
Coverage30%80FullBuildableCloseBuildable coverage rather than full (buildable: one step of tolerance)
Skin-like finish20%40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurring15%40ClaimedNot listedSome differenceOnly your product claims a blurring or smoothing effect; the match does not list it
Wear & performance15% of overall · 4 of 5 compared61
Longevity30%7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
Transfer resistance20%40ClaimedNot listedSome differenceOnly your product claims transfer resistance; the match does not list it
Settling20%40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
Colour stability15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall50
Skin type100%50Normal, dry, oilyNot publishedSkin-type suitability not published for one product
Overall match 82/100Shade match 94/100Medium confidence· Digital match
Weights are each part's share of the overall match and each attribute's share of its part; an attribute neither product lists is not comparable and its weight goes to the others in its part. Confidence reflects data quality, not similarity. Price and ingredients are not part of either score.
30 similar shades scored two ways: the shade match on colour, depth and undertone; the overall match on shade match, finish and visual result, wear and performance and skin suitability. Ingredients are shown for information and used by the filters only. Prices are shown next to every match and never change a score. How scoring and confidence work.
Shade colours are sampled from Beautler’s processing of retailer swatch images and are a digital approximation. Prices and stock were last checked when the product was imported; the retailer page is the source of truth.
Ulta Beauty(product price)$7 less (18%)
View at Sephora