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Soft'Lit Naturally Luminous Hydrating Longwear Foundation 390 dupes and alternatives Fenty Beauty

Deep · 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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Coverage

Finish

Formulation

Skin type

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Fragrance-free3No drying alcohol7Vegan3Cruelty-free2Oil-free0With SPF0Mineral1

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Only showing matches made for oily skin, with medium coverage.

  • 1 match has no skin type listed and is not shown.

Closest shade match: Tarte Amazonian Clay Blurring Powder Foundation 51S Deep Sand

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

Your shade
Fenty Beauty
390Change shade
Depth and undertone: Deep · Warm · yellow
Finish and coverage: Natural · Medium coverage
The match
Tarte
51S Deep Sand
Depth and undertone: Deep · Warm · golden
Finish and coverage: Matte · Medium coverage
Shade match
93out of 100
Colour
90
Depth
97
Undertone
100
High confidence· Digital matchWhy it matches
Best price
$40SephoraSephora
$4 less (9%)

Your shade $44 at Sephora

SephoraView at Sephora

Closest overall alternative: Juvia's Place I am Magic Natural Radiance Foundation 435 Punta Cana

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 · Warm · yellow
Finish and coverage: Natural · Medium coverage
The match
Juvia's Place
435 Punta Cana
Depth and undertone: Deep · Neutral · neutral golden
Finish and coverage: Radiant · Medium coverage
Overall match
85out of 100
Shade (Shade match)
92
Finish (Finish & visual result)
76
Wear (Wear & performance)
76
Skin (Skin suitability)
84
Medium confidence· Digital matchWhy it matches
Match price
$24Ulta BeautyUlta Beauty
$20 less (45%)

Your shade $44 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 · about-face

    THE PERFORMER Skin-Focused Foundation

    D1OLIVE
    Shade match 87
    $25Ulta BeautyUlta Beauty(product price)$19 less (43%)

    Matches: Very close colourSame natural finishSame medium coverage

    Differences: Olive rather than warm undertoneDoes not claim transfer resistance

    Score details
    Shade match
    87
    Finish & visual result
    86
    Wear & performance
    68
    Skin suitability
    90

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Olive rather than warm undertone · Does not claim transfer resistance

    Retailer shade note: deep with olive undertones

    Medium confidence· Digital match

    View match
  2. #4 · Juvia's Place

    I am Magic Natural Radiance Foundation

    340 Kampala
    Shade match 88
    $14.40$24Ulta BeautyUlta Beauty$29.60 less (67%)

    Matches: Very close colourSimilar undertone (neutral vs warm)Same medium coverage

    Differences: Radiant rather than natural finishDoes not claim transfer resistanceContains listed fragrance

    Score details
    Shade match
    88
    Finish & visual result
    76
    Wear & performance
    76
    Skin suitability
    84

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Radiant rather than natural finish · Does not claim transfer resistance · Contains listed fragrance

    Medium confidence· Digital match

    View match
  3. #5 · RMS Beauty

    ReEvolve Natural Finish Foundation

    88
    Shade match 86
    $59Ulta BeautyUlta Beauty(product price)Costs $15 more

    Matches: Similar undertone (neutral vs warm)Same natural finishSame medium coverage

    Differences: Slightly lighterDoes not claim transfer resistance

    Score details
    Shade match
    86
    Finish & visual result
    89
    Wear & performance
    58
    Skin suitability
    84

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 6% ingredient overlap

    Differences: Slightly lighter · Does not claim transfer resistance

    Retailer shade note: rich auburn

    Medium confidence· Digital match

    View match
  4. #6 · Juvia's Place

    I am Magic Natural Radiance Foundation

    310 Burkina
    Shade match 85
    $24Ulta BeautyUlta Beauty(product price)$20 less (45%)

    Matches: Very close colourSame medium coverageBoth claim long-wearing

    Differences: Neutral rather than warm undertoneRadiant rather than natural finishDoes not claim transfer resistance

    Score details
    Shade match
    85
    Finish & visual result
    76
    Wear & performance
    76
    Skin suitability
    84

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Neutral rather than warm undertone · Radiant rather than natural finish · Does not claim transfer resistance · Contains listed fragrance

    Medium confidence· Digital match

    View match
  5. #7 · Juvia's Place

    I am Magic Natural Radiance Foundation

    330 Accra
    Shade match 85
    $24Ulta BeautyUlta Beauty(product price)$20 less (45%)

    Matches: Similar undertone (neutral vs warm)Same medium coverageBoth claim long-wearing

    Differences: Radiant rather than natural finishDoes not claim transfer resistanceContains listed fragrance

    Score details
    Shade match
    85
    Finish & visual result
    76
    Wear & performance
    76
    Skin suitability
    84

    Close colour · Radiant · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Radiant rather than natural finish · Does not claim transfer resistance · Contains listed fragrance

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to Fenty Beauty Soft'Lit Naturally Luminous Hydrating Longwear Foundation 390 (Deep · Warm · yellow undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Laura Mercier Real Flawless Weightless Perfecting Serum Concealer

    5W1

    Laura Mercier Real Flawless Weightless Perfecting Serum Concealer, shade 5W1

    • Very close colour
    • Deep · Warm undertone

    $34

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

    23W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 23W

    • Close colour
    • Deep · Warm undertone

    $30

    Ulta BeautyView at Ulta Beauty
  3. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Mocha 11

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Mocha 11

    • Very close colour
    • Deep · Olive · warm olive undertone

    $39

    SephoraView at Sephora
  4. L'Oréal Paris True Match Radiant Serum Concealer

    C10

    L'Oréal Paris True Match Radiant Serum Concealer, shade C10

    • Close colour
    • Deep · Warm undertone

    $16.99

    Ulta BeautyView at Ulta Beauty
  5. Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer

    500 Suede W

    Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer, shade 500 Suede W

    • Close colour
    • Deep tan · Warm · golden undertone

    $32

    SephoraView at Sephora
  6. L'Oréal Paris Infallible Full Wear Waterproof Concealer

    420 Cocoa

    L'Oréal Paris Infallible Full Wear Waterproof Concealer, shade 420 Cocoa

    • Very close colour
    • Deep

    $15.99

    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

Tarte Amazonian Clay Blurring Powder Foundation in 51S Deep Sand, against Fenty Beauty Soft'Lit Naturally Luminous Hydrating Longwear Foundation in 390. Every attribute compared, with its share of the score.

ComparedYour shade390Closest shade match51S Deep SandScore
Shade match55% of overall93
Colour90#975825#9a5b30Very close colourColour difference 2.4 (0 is identical)
Depth97DeepDeepSameDepth difference: 1.8
Retailer descriptionNot statedDeepNo depth word in one descriptionNot compared
Undertone100Warm · yellowWarm · goldenClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared70
Finish56NaturalMatteSome differenceMatte finish rather than natural
Coverage100MediumMediumSameSame medium coverage
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 · 2 of 5 compared76
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistance40ClaimedNot listedSome differenceOnly your product claims transfer resistance; the match does not list it
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfortnot comparableNot listedNot listedNot claimed by eitherNeither product lists a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type60Normal, dry, combinationNormal, combination, oilyBoth marketed for normal/​combination skin
Overall match 83/100Shade match 93/100High 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 Tarte Amazonian Clay Blurring Powder Foundation in 51S Deep Sand.

Same or better

  • $4 less
  • Very close colour
  • Same warm undertone
  • Same medium coverage
  • Claims a blurring effect
  • Both claim long-wearing

Different

  • Matte finish instead of natural
  • Does not claim transfer resistance
  • Not marketed for dry skin

Ingredients (information only, not scored)

2 shared ingredients; weighted similarity 4%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconePowder-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs powder-based; silicone high vs none
View full match

Why the closest overall alternative works

Juvia's Place I am Magic Natural Radiance Foundation in 435 Punta Cana, against Fenty Beauty Soft'Lit Naturally Luminous Hydrating Longwear Foundation in 390. Every attribute compared, with its share of the score.

ComparedYour shade390Closest overall alternative435 Punta CanaScore
Shade match55% of overall92
Colour93#975825#93572bVery close colourColour difference 1.7 (0 is identical)
Depth98DeepDeepSameDepth difference: 1.1
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone85Warm · yellowNeutral · neutral goldenClosecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared76
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage100MediumMediumSameSame medium 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 · 2 of 5 compared76
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistance40ClaimedNot listedSome differenceOnly your product claims transfer resistance; the match does not list it
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfortnot comparableNot listedNot listedNot claimed by eitherNeither product lists a comfortable, lightweight feel
Skin suitability5% of overall84
Skin type84Normal, dry, combinationCombination, dry, normal, oily, sensitiveBoth marketed for normal/​dry/​combination skin
Overall match 85/100Shade match 92/100Medium 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 Natural Radiance Foundation in 435 Punta Cana.

Same or better

  • $20 less
  • Very close colour
  • Similar undertone (neutral vs warm)
  • Same medium coverage
  • Both claim long-wearing

Different

  • Radiant finish instead of natural
  • Does not claim transfer resistance
  • Fragrance is listed in the formula

Ingredients (information only, not scored)

6 shared ingredients; weighted similarity 11%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedListed (fragrance)
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy

Closest shade match

Tarte Amazonian Clay Blurring Powder Foundation 51S Deep Sand

Best price
$40SephoraSephora
$4 less (9%)

Your shade $44 at Sephora

SephoraView at Sephora

Closest overall alternative

Juvia's Place I am Magic Natural Radiance Foundation 435 Punta Cana

Match price
$24Ulta BeautyUlta Beauty
$20 less (45%)

Your shade $44 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

How these matches are scored

32 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.