True Skin Serum Foundation Iona SF10.25 dupes and alternatives ILIA
4.2 (2,657)·Medium tan · Olive · warm olive 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%).
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.
$11.19$15.99Ulta Beauty$44.81 less (80%)4.1 (9,493)
Matches: Near-identical swatch colour· Claims transfer resistance· Both claim a lightweight feel
Differences: Warm rather than olive undertone· Matte rather than natural finish· Full rather than medium coverage
Score details
Shade match
92
Finish & visual result
61
Wear & performance
68
Skin suitability
84
Looks identical · Matte · Full coverage
Ingredients (not scored): 5% ingredient overlap
Differences: Warm rather than olive undertone · Matte rather than natural finish · Full rather than medium coverage · No skin-like finish claimed · Contains drying alcohol
Matches: Very close colour· Both claim long-wearing
Differences: Radiant rather than natural finish· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
87
Finish & visual result
61
Wear & performance
80
Skin suitability
56
Very close colour · Radiant · Full coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Radiant rather than natural finish · Full rather than medium coverage · No skin-like finish claimed · Does not claim a lightweight feel · Not marketed for sensitive skin · Contains listed fragrance
Matches: Near-identical swatch colour· Claims a blurring effect· Claims not settling into lines
Differences: Warm rather than olive undertone· Matte rather than natural finish· Full rather than medium coverage
Score details
Shade match
92
Finish & visual result
58
Wear & performance
63
Skin suitability
28
Looks identical · Matte · Full coverage
Ingredients (not scored): 6% ingredient overlap
Differences: Warm rather than olive undertone · Matte rather than natural finish · Full rather than medium coverage · No skin-like finish claimed · Not marketed for dry/sensitive skin
Retailer shade note: deep rich brown with golden undertone for deep dark skin
The closest shade to ILIA True Skin Serum Foundation Iona SF10.25 (Medium tan · Olive · warm olive undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.
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
Jane Iredale Beyond Matte Liquid Foundation in M12, against ILIA True Skin Serum Foundation in Iona SF10.25. Every attribute compared, with its share of the score.
ComparedYour shadeIona SF10.25Closest shade matchM12How they compareScore
Shade match55% of overall93
Colour60%96#c5824f#c88149Looks identicalColour difference 1.2 (0 is identical)
Finish35%56NaturalMatteSome differenceMatte finish rather than natural
Coverage30%80MediumFullCloseFull coverage rather than medium (buildable: one step of tolerance)
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 2 of 5 compared100
Longevity30%100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
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 overall28
Skin type100%28Normal, dry, sensitiveCombination, normal, oilyBoth marketed for normal skin
Overall match 82/100Shade 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.
L'Oréal Paris Infallible 32H Fresh Wear Foundation in 505 Toffee, against ILIA True Skin Serum Foundation in Iona SF10.25. Every attribute compared, with its share of the score.
ComparedYour shadeIona SF10.25Closest overall alternative505 ToffeeHow they compareScore
Shade match55% of overall89
Colour60%95#c5824f#c48656Looks identicalColour difference 1.5 (0 is identical)
Overall match 82/100Shade match 89/100Medium 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$44.81 less (80%)
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