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Pro Filt'r Soft Matte Longwear Foundation 390 dupes and alternatives Fenty Beauty

Deep tan · Warm · yellow undertone

Closest shade match is the equivalent shade, scored on colour, depth and undertone only. Closest overall alternative is the most similar foundation overall, scored on shade match (55%), finish and visual result (25%), wear and performance (15%) and skin suitability (5%).

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Fragrance-free13No drying alcohol11Vegan5Cruelty-free7Oil-free2With SPF4Mineral1

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14 of 30

Only showing matches made for dry skin.

  • 2 matches have no skin type listed and are not shown.

Closest shade match: Huda Beauty Easy Blur Natural Airbrush Foundation Mocha 500G

The equivalent shade: scored on colour, depth and undertone only.

Your shade
Fenty Beauty
390Change shade
Depth and undertone: Deep tan · Warm · yellow
Finish and coverage: Matte · Full coverage
The match
Huda Beauty
Mocha 500G
Depth and undertone: Deep tan · Warm · golden
Finish and coverage: Natural · Buildable coverage
Shade match
96out of 100
Colour
94
Depth
97
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$37SephoraSephora
$3 less (8%)

Your shade $40 at Sephora

SephoraView at Sephora

Closest overall alternative: Juvia's Place I Am Magic Velvety Matte Foundation 350 Somalia

The most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
Fenty Beauty
390Change shade
Depth and undertone: Deep tan · Warm · yellow
Finish and coverage: Matte · Full coverage
The match
Juvia's Place
350 Somalia
Depth and undertone: Deep tan · Warm
Finish and coverage: Matte · Full coverage
Overall match
94out of 100
Shade (Shade match)
93
Finish (Finish & visual result)
100
Wear (Wear & performance)
86
Skin (Skin suitability)
84
Medium confidence· Digital matchWhy it matches
Match price
$24Ulta BeautyUlta Beauty
$16 less (40%)

Your shade $40 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

More matches

Show
Overall alternativesShade matchesRanked by the overall match: the most similar foundation 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 foundation on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.

  1. #3 · Juvia's Place

    I Am Magic Velvety Matte Foundation

    430 Rio
    Shade match 91
    $24Ulta BeautyUlta Beauty(product price)$16 less (40%)

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Olive rather than warm undertone

    Score details
    Shade match
    91
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 32% ingredient overlap

    Differences: Olive rather than warm undertone

    Retailer shade note: for tan skin w/ golden olive undertones

    Medium confidence· Digital match

    View match
  2. #4 · bareMinerals

    BAREPRO 24HR Skin Perfecting Talc-Free Matte Powder Foundation

    Deep 50 Warm
    Shade match 93
    $42SephoraSephoraCosts $2 more

    Matches: Very close colourSame warm undertoneSame matte finish

    No material differences in the data we have.

    Score details
    Shade match
    93
    Finish & visual result
    100
    Wear & performance
    65
    Skin suitability
    84

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 7% ingredient overlap

    Retailer shade note: for dark warm skin with a golden hue

    High confidence· Digital match

    View match
  3. #5 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    WN 114 Golden
    Shade match 93
    $49Ulta BeautyUlta Beauty(product price)Costs $9 more

    Matches: Near-identical swatch colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Does not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    93
    Finish & visual result
    100
    Wear & performance
    54
    Skin suitability
    60

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: deep, warm-neutral undertones

    Medium confidence· Digital match

    View match
  4. #6 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    WN 120 Pecan
    Shade match 92
    $49Ulta BeautyUlta Beauty(product price)Costs $9 more

    Matches: Very close colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Does not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    92
    Finish & visual result
    100
    Wear & performance
    54
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: deep, warm-neutral undertones

    Medium confidence· Digital match

    View match
  5. #7 · bareMinerals

    ORIGINAL Talc-Free Pressed Powder Foundation Mineral SPF 15

    Warm Dark 26
    Shade match 95
    $39.50Ulta BeautyUlta Beauty(product price)$0.50 less (1%)

    Matches: Very close colourSame warm undertoneSame matte finish

    Differences: Buildable rather than full coverageNo long-wear claim

    Score details
    Shade match
    95
    Finish & visual result
    81
    Wear & performance
    59
    Skin suitability
    84

    Very close colour · Matte · Buildable coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Buildable rather than full coverage · No long-wear claim

    Retailer shade note: for deep warm skin with a golden hue

    Medium confidence· Digital match

    View match
  6. #8 · Juvia's Place

    I Am Magic Velvety Matte Foundation

    410 Nairobi
    Shade match 77
    $24Ulta BeautyUlta Beauty(product price)$16 less (40%)

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly cooler undertone

    Score details
    Shade match
    77
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 32% ingredient overlap

    Differences: Slightly cooler undertone

    Retailer shade note: for tan skin with a cool undertone

    Medium confidence· Digital match

    View match
  7. #9 · Youngblood

    BeyondBlur Skin Perfecting Foundation

    DW2
    Shade match 94
    $58Ulta BeautyUlta Beauty(product price)Costs $18 more

    Matches: Very close colourSame warm undertoneSame full coverage

    Differences: Natural matte rather than matte finishDoes not claim not settling into lines

    Score details
    Shade match
    94
    Finish & visual result
    79
    Wear & performance
    58
    Skin suitability
    84

    Very close colour · Natural matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Natural matte rather than matte finish · Does not claim not settling into lines

    Retailer shade note: dark warm with golden undertones

    Medium confidence· Digital match

    View match
  8. #10 · Haus Labs

    Triclone Skin Tech Medium Coverage Foundation

    470 Medium Deep
    Shade match 95
    $52SephoraSephoraCosts $12 more

    Matches: Very close colourSame warm undertoneClaims a blurring effect

    Differences: Natural rather than matte finishMedium rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    95
    Finish & visual result
    62
    Wear & performance
    68
    Skin suitability
    28

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination/oily skin · Contains drying alcohol

    Retailer shade note: with golden undertones

    Medium confidence· Digital match

    View match
  9. #11 · bareMinerals

    BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20

    Deep 50 Neutral
    Shade match 83
    $45Ulta BeautyUlta Beauty(product price)Costs $5 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Neutral rather than warm undertoneDoes not claim not settling into linesContains drying alcohol

    Score details
    Shade match
    83
    Finish & visual result
    86
    Wear & performance
    51
    Skin suitability
    84

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 22% ingredient overlap

    Differences: Neutral rather than warm undertone · Does not claim not settling into lines · Contains drying alcohol

    Retailer shade note: for deep neutral skin with a subtle red hue

    High confidence· Digital match

    View match
  10. #12 · Armani Beauty

    Luminous Silk Foundation

    11.8
    Shade match 92
    $69SephoraSephoraCosts $29 more

    Matches: Very close colourSame warm undertoneClaims a blurring effect

    Differences: Natural rather than matte finishMedium rather than full coverageNot marketed for combination skin

    Score details
    Shade match
    92
    Finish & visual result
    62
    Wear & performance
    65
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Natural rather than matte finish · Medium rather than full coverage · Not marketed for combination skin · Contains drying alcohol

    Retailer shade note: deep, warm peach

    Medium confidence· Digital match

    View match
  11. #13 · Ulta Beauty Collection

    Complexion Crush Foundation

    Tan To Dark Warm
    Shade match 91
    $16Ulta BeautyUlta Beauty$24 less (60%)

    Matches: Very close colourSame warm undertoneSame matte finish

    Differences: Medium rather than full coverageNo long-wear claimDoes not claim not settling into lines

    Score details
    Shade match
    91
    Finish & visual result
    73
    Wear & performance
    40
    Skin suitability
    84

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 31% ingredient overlap

    Differences: Medium rather than full coverage · No long-wear claim · Does not claim not settling into lines

    Medium confidence· Digital match

    View match
  12. #14 · Iconic London

    Super Smoother Blurring Skin Tint

    Warm Deep
    Shade match 93
    $35Ulta BeautyUlta Beauty$5 less (13%)

    Matches: Very close colourSame warm undertoneClaims a skin-like finish

    Differences: Natural rather than matte finishMedium rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    93
    Finish & visual result
    58
    Wear & performance
    54
    Skin suitability
    84

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 40% ingredient overlap

    Differences: Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation 390 (Deep tan · Warm · yellow undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

From the same range

  1. Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer

    470

    Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer, shade 470

    • Very close colour
    • Tan · Neutral · neutral pink undertone

    $30

    SephoraView at Sephora

Closest concealers

  1. bareMinerals ORIGINAL Liquid Mineral Brightening Concealer

    Dark 5W

    bareMinerals ORIGINAL Liquid Mineral Brightening Concealer, shade Dark 5W

    • Very close colour
    • Deep tan · Warm · golden undertone

    $31

    Ulta BeautyView at Ulta Beauty
  2. Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer

    3N59

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 3N59

    • Very close colour
    • Deep tan · Neutral · neutral golden undertone

    $35

    SephoraView at Sephora
  3. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Umber 9

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Umber 9

    • Close colour
    • Deep tan · Warm · peach undertone

    $39

    SephoraView at Sephora
  4. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Salted Caramel 7.3 Golden

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Salted Caramel 7.3 Golden

    • Close colour
    • Tan · Warm · golden undertone

    $31

    SephoraView at Sephora
  5. Tarte Shape Tape Full Coverage Matte Concealer

    49W tan-deep warm

    Tarte Shape Tape Full Coverage Matte Concealer, shade 49W tan-deep warm

    • Close colour
    • Deep tan · Warm undertone

    $32

    SephoraView at Sephora
  6. Milk Makeup Future Fluid Longwear Hydrating Concealer

    21W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 21W

    • Close colour
    • Tan · Warm undertone

    $30

    Ulta BeautyView at Ulta Beauty

Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.

Why the closest shade match works

Huda Beauty Easy Blur Natural Airbrush Foundation in Mocha 500G, against Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 390. Every attribute compared, with its share of the score.

ComparedYour shade390Closest shade matchMocha 500GScore
Shade match55% of overall96
Colour94#ae6a39#b06e3aVery close colourColour difference 1.7 (0 is identical)
Depth97Deep tanDeep tanSameDepth difference: 1.8
Retailer descriptionDeep tanDeep tanBoth described as deep tanThe retailers describe the same depth
Undertone100Warm · yellowWarm · goldenClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared62
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullBuildableCloseBuildable coverage rather than full (buildable: one step of tolerance)
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 3 of 5 compared68
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall60
Skin type60Normal, combination, oilyNormal, dry, oilyBoth marketed for normal/​oily skin
Overall match 81/100Shade match 96/100Medium 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.

How scoring works

If you switch

To Huda Beauty Easy Blur Natural Airbrush Foundation in Mocha 500G.

Same or better

  • $3 less
  • Very close colour
  • Same warm undertone
  • Buildable rather than full coverage
  • Claims a blurring effect
  • Both claim long-wearing
  • Claims a lightweight feel
  • No fragrance listed

Different

  • Natural finish instead of matte
  • Does not claim not settling into lines
  • Not marketed for combination skin

Ingredients (information only, not scored)

10 shared ingredients; weighted similarity 18%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeWater-based, high silicone
FragranceListed (fragrance)Not listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Why the closest overall alternative works

Juvia's Place I Am Magic Velvety Matte Foundation in 350 Somalia, against Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 390. Every attribute compared, with its share of the score.

ComparedYour shade390Closest overall alternative350 SomaliaScore
Shade match55% of overall93
Colour89#ae6a39#b56737Very close colourColour difference 2.4 (0 is identical)
Depth99Deep tanDeep tanSameDepth difference: 0.4
Retailer descriptionDeep tanDeep tanBoth described as deep tanThe retailers describe the same depth
Undertone100Warm · yellowWarmClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared100
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared86
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall84
Skin type84Normal, combination, oilyCombination, dry, normal, oily, sensitiveBoth marketed for normal/​combination/​oily skin
Overall match 94/100Shade match 93/100Medium 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.

How scoring works

If you switch

To Juvia's Place I Am Magic Velvety Matte Foundation in 350 Somalia.

Same or better

  • $16 less
  • Very close colour
  • Same warm undertone
  • Same matte finish
  • Same full coverage
  • Both claim long-wearing
  • Both claim not settling into lines
  • Claims a lightweight feel
  • No fragrance listed

Ingredients (information only, not scored)

15 shared ingredients; weighted similarity 32%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceListed (fragrance)Not listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy

Closest shade match

Huda Beauty Easy Blur Natural Airbrush Foundation Mocha 500G

Best price
$37SephoraSephora
$3 less (8%)

Your shade $40 at Sephora

SephoraView at Sephora

Closest overall alternative

Juvia's Place I Am Magic Velvety Matte Foundation 350 Somalia

Match price
$24Ulta BeautyUlta Beauty
$16 less (40%)

Your shade $40 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

How these matches are scored

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.