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True Skin Serum Foundation Iona SF10.25 dupes and alternatives ILIA

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%).

Filters, 2 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free0Oil-free0With SPF0Mineral1

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Only showing matches in serum form, without talc.

  • 10 matches have no formulation listed and are not shown.
  • 1 match has no ingredient list listed and is not shown.

Closest shade matchClosest overall alternative: Well People Skinforia Serum Foundation 26 Medium Warm

The equivalent shade and the most similar foundation overall.

Your shade
ILIA
Iona SF10.25Change shade
Depth and undertone: Medium tan · Olive · warm olive
Finish and coverage: Natural · Medium coverage
The match
Well People
26 Medium Warm
Depth and undertone: Medium · Warm
Finish and coverage: Natural · Buildable coverage
Overall match
86out of 100
Shade (Shade match)
78
Finish (Finish & visual result)
100
Wear (Wear & performance)
100
Skin (Skin suitability)
56
Shade match
78out of 100
Colour
not scored yet
Depth
78
Undertone
80
Low confidence· Digital matchWhy it matches
Best price
$30TargetTarget
$26 less (46%)

Your shade $56 at Sephora

TargetView at Target

Looking for a concealer in your shade?

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.

Closest concealers

  1. Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer

    11

    Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer, shade 11

    • Very close colour
    • Medium tan · Olive · neutral olive undertone

    $42

    SephoraView at Sephora
  2. Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer

    445

    Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer, shade 445

    • Close colour
    • Tan · Olive · warm olive undertone

    $30

    SephoraView at Sephora
  3. Glossier Stretch Concealer for Dewy Buildable Coverage

    Deep 1

    Glossier Stretch Concealer for Dewy Buildable Coverage, shade Deep 1

    • Very close colour
    • Tan · Warm · golden undertone

    $22

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

    405 Toffee

    L'Oréal Paris Infallible Full Wear Waterproof Concealer, shade 405 Toffee

    • Very close colour
    • Medium tan

    $15.99

    Ulta BeautyView at Ulta Beauty
  5. IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    34.5 Rich Golden

    IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer, shade 34.5 Rich Golden

    • Close colour
    • Medium tan · Warm undertone

    $30

    Ulta BeautyView at Ulta Beauty
  6. Maybelline Fit Me Natural Finish Concealer

    045 Tan

    Maybelline Fit Me Natural Finish Concealer, shade 045 Tan

    • Close colour
    • Medium tan

    $10.99

    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 match works

Well People Skinforia Serum Foundation in 26 Medium Warm, against ILIA True Skin Serum Foundation in Iona SF10.25. Every attribute compared, with its share of the score.

ComparedYour shadeIona SF10.25Closest match26 Medium WarmScore
Shade match55% of overall78
Colournot comparable#c5824fNo swatchNot comparedNo swatch colour on one side
Depth78Medium tanMediumSome differenceDepth difference: 8.0
Retailer descriptionVery deepNot statedNo depth word in one descriptionNot compared
Undertone80Olive · warm oliveWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared100
Finish100NaturalNaturalSameSame natural finish
Coverage100MediumBuildableCloseBuildable coverage rather than medium (buildable: one step of tolerance)
Skin-like finish100ClaimedClaimedSameBoth products claim 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 compared100
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall56
Skin type56Normal, dry, sensitiveCombination, dry, normal, oilyBoth marketed for normal/​dry skin
Overall match 86/100Shade match 78/100Low 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 Well People Skinforia Serum Foundation in 26 Medium Warm.

Same or better

  • $26 less
  • Same natural finish
  • Buildable rather than medium coverage
  • Both claim a skin-like finish
  • Both claim long-wearing
  • Both claim a lightweight feel

Different

  • Runs slightly lighter
  • Warm rather than olive undertone
  • Not marketed for sensitive skin

Not compared

  • Colour not compared: swatch data missing

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 9%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
Basehigh siliconeno silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth unknown-based; silicone high vs none
View full match

Where to buy 26 Medium Warm

Best price
$30TargetTarget
$26 less (46%)

Your shade $56 at Sephora

TargetView at Target

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.