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.
Matches: Very close colour· Same medium coverage· Both claim long-wearing
Differences: Neutral rather than olive undertone· Matte rather than natural finish· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
68
Wear & performance
72
Skin suitability
28
Very close colour · Matte · Medium coverage
Ingredients (not scored): 5% ingredient overlap
Differences: Neutral rather than olive undertone · Matte rather than natural finish · No skin-like finish claimed · Not marketed for dry/sensitive skin · Contains listed fragrance
$39Ulta Beauty(product price)$17 less (30%)4.3 (1,754)
Matches: Very close colour· Same medium coverage· Claims a blurring effect
Differences: Warm rather than olive undertone· Matte rather than natural finish· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
64
Wear & performance
60
Skin suitability
28
Very close colour · Matte · Medium coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Warm rather than olive undertone · Matte rather than natural finish · No skin-like finish claimed · No long-wear claim · Not marketed for normal/sensitive skin · Contains drying alcohol
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
Glossier Stretch Fluid Foundation for Buildable Coverage in Medium Tan 4, against ILIA True Skin Serum Foundation in Iona SF10.25. Every attribute compared, with its share of the score.
ComparedYour shadeIona SF10.25Closest shade matchMedium Tan 4How they compareScore
Shade match55% of overall91
Colour60%94#c5824f#c48652Very close colourColour difference 1.6 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared100
Finish35%100NaturalNaturalSameSame natural finish
Coverage30%100MediumMediumSameSame medium coverage
Skin-like finish20%100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared68
Longevity30%70Long-wearing12-hour wearSome differenceThe match claims 12-hour wear; your product says long-wearing without hours
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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 overall33
Skin type100%33Normal, dry, sensitiveSensitiveBoth marketed for sensitive skin
Overall match 87/100Shade match 91/100Medium 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.
Haus Labs Triclone Skin Tech Medium Coverage Foundation in 370 Medium, against ILIA True Skin Serum Foundation in Iona SF10.25. Every attribute compared, with its share of the score.
ComparedYour shadeIona SF10.25Closest overall alternative370 MediumHow they compareScore
Shade match55% of overall89
Colour60%91#c5824f#c08656Very close colourColour difference 2.2 (0 is identical)
Coverage30%100MediumMediumSameSame medium coverage
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 overall100
Skin type100%100Normal, dry, sensitiveNormal, dry, sensitiveBoth marketed for normal/dry/sensitive skin
Overall match 89/100Shade 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.
SephoraCosts $2 more
