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CC+ Cream Natural Matte Foundation Rich dupes and alternatives IT Cosmetics

Medium · Neutral · neutral golden 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-free11No drying alcohol10Vegan1Cruelty-free0Oil-free1With SPF4Mineral1

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Only showing matches with full coverage.

Closest shade match: L'Oréal Paris Infallible 32H Fresh Wear Foundation 488 Caramel

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

Your shade
IT Cosmetics
RichChange shade
Depth and undertone: Medium · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
The match
L'Oréal Paris
488 Caramel
Depth and undertone: Medium · Neutral · neutral golden
Finish and coverage: Natural · Full coverage
Shade match
96out of 100
Colour
93
Depth
98
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$14.97WalmartWalmart
$24.03 less (62%)

Your shade $39 at Sephora

WalmartView at Walmart

Closest overall alternative: MAC Cosmetics Studio Fix Powder Plus Foundation NW44

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

Your shade
IT Cosmetics
RichChange shade
Depth and undertone: Medium · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
The match
MAC Cosmetics
NW44
Depth and undertone: Medium · Neutral
Finish and coverage: Matte · Full coverage
Overall match
86out of 100
Shade (Shade match)
91
Finish (Finish & visual result)
100
Wear (Wear & performance)
40
Skin (Skin suitability)
87
Medium confidence· Digital matchWhy it matches
Best price
$39SephoraSephora
Same price

Your shade $39 at Sephora

SephoraView at Sephora

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

    420 Havana
    Shade match 95
    $24Ulta BeautyUlta Beauty(product price)$15 less (38%)

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

    Differences: No blurring effect claimedNo SPF

    Score details
    Shade match
    95
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    76

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 24% ingredient overlap

    Differences: No blurring effect claimed · No SPF

    Retailer shade note: for tan skin with a peach undertone

    Medium confidence· Digital match

    View match
  2. #4 · Estée Lauder

    Double Wear Stay-in-Place Matte Powder Foundation

    5N2 Amber Honey
    Shade match 94
    $52Ulta BeautyUlta Beauty(product price)Costs $13 more

    Matches: Near-identical swatch colourSame neutral undertoneSame matte finish

    Differences: No blurring effect claimedNo SPF

    Score details
    Shade match
    94
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    87

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 6% ingredient overlap

    Differences: No blurring effect claimed · No SPF

    Retailer shade note: deep with neutral subtle golden undertones

    Medium confidence· Digital match

    View match
  3. #5 · NARS

    Natural Matte Longwear Foundation

    Seville
    Shade match 88
    $55Ulta BeautyUlta Beauty(product price)Costs $16 more

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

    Differences: No SPF

    Score details
    Shade match
    88
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    87

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 15% ingredient overlap

    Differences: No SPF

    Retailer shade note: MD3.15 - medium-deep to deep with warm undertones

    Medium confidence· Digital match

    View match
  4. #6 · NARS

    Natural Matte Longwear Foundation

    Lagos
    Shade match 87
    $55Ulta BeautyUlta BeautyCosts $16 more

    Matches: Very close colourSame neutral undertoneSame matte finish

    Differences: No SPF

    Score details
    Shade match
    87
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    87

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 15% ingredient overlap

    Differences: No SPF

    Retailer shade note: MD3.5 - medium-deep to deep with neutral undertones

    Medium confidence· Digital match

    View match
  5. #7 · L'Oréal Paris

    Infallible Pro-Matte Foundation

    Golden Sun
    Shade match 91
    $9.25WalmartWalmart$29.75 less (76%)

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

    Differences: Not marketed for combination skinNo SPF

    Score details
    Shade match
    91
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    43

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Not marketed for combination skin · No SPF

    Medium confidence· Digital match

    View match
  6. #8 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    WN 94 Deep Neutral
    Shade match 95
    $49Ulta BeautyUlta BeautyCosts $10 more

    Matches: Very close colourSame neutral undertoneSame matte finish

    Differences: No blurring effect claimedNot marketed for combination skin

    Score details
    Shade match
    95
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    40

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 20% ingredient overlap

    Differences: No blurring effect claimed · Not marketed for combination skin

    Retailer shade note: medium, warm-neutral undertones

    Medium confidence· Digital match

    View match
  7. #9 · Sephora Collection

    Best Skin Ever Matte Powder Foundation

    30.5Y Tan
    Shade match 91
    $24SephoraSephora$15 less (38%)

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

    Differences: Not marketed for combination/oily skinNo SPF

    Score details
    Shade match
    91
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    0

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 8% ingredient overlap

    Differences: Not marketed for combination/oily skin · No SPF

    Retailer shade note: tan, yellow undertone

    Medium confidence· Digital match

    View match
  8. #10 · Maybelline

    Super Stay Lumi-Matte Foundation

    340
    Shade match 89
    $11.19$15.99Ulta BeautyUlta Beauty$27.81 less (71%)

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

    Differences: No blurring effect claimedContains drying alcoholNo SPF

    Score details
    Shade match
    89
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    76

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 30% ingredient overlap

    Differences: No blurring effect claimed · Contains drying alcohol · No SPF

    Retailer shade note: warm undertones

    Medium confidence· Digital match

    View match
  9. #11 · MAC Cosmetics

    Studio Fix Fluid SPF 15 Foundation

    NC45
    Shade match 91
    $39SephoraSephoraSame price

    Matches: Very close colourSame neutral undertoneSame matte finish

    Differences: No blurring effect claimedNot marketed for combination skin

    Score details
    Shade match
    91
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    43

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 25% ingredient overlap

    Differences: No blurring effect claimed · Not marketed for combination skin

    Retailer shade note: medium deep with golden neutral undertones

    Medium confidence· Digital match

    View match
  10. #12 · MAC Cosmetics

    Studio Fix Fluid SPF 15 Foundation

    NC42
    Shade match 91
    $39SephoraSephoraSame price

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

    Differences: No blurring effect claimedNot marketed for combination skin

    Score details
    Shade match
    91
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    43

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 25% ingredient overlap

    Differences: No blurring effect claimed · Not marketed for combination skin

    Retailer shade note: medium deep with golden undertones

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to IT Cosmetics CC+ Cream Natural Matte Foundation Rich (Medium · Neutral · neutral golden 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

    4N1

    Laura Mercier Real Flawless Weightless Perfecting Serum Concealer, shade 4N1

    • Looks identical
    • Medium tan · Neutral undertone

    $34

    SephoraView at Sephora
  2. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW40

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW40

    • Looks identical
    • Medium · Neutral undertone

    $30

    SephoraView at Sephora
  3. Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer

    144

    Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer, shade 144

    • Very close colour
    • Medium · Neutral · neutral golden undertone

    $12.99

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

    Maple 8.5

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Maple 8.5

    • Very close colour
    • Medium · Warm · peach undertone

    $39

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

    Caramel Corn 5.1 Neutral

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Caramel Corn 5.1 Neutral

    • Very close colour
    • Medium tan · Neutral undertone

    $31

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

    18W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 18W

    • Very close colour
    • Medium 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

L'Oréal Paris Infallible 32H Fresh Wear Foundation in 488 Caramel, against IT Cosmetics CC+ Cream Natural Matte Foundation in Rich. Every attribute compared, with its share of the score.

ComparedYour shadeRichClosest shade match488 CaramelScore
Shade match55% of overall96
Colour93#d58852#d68c52Very close colourColour difference 1.7 (0 is identical)
Depth98MediumMediumSameDepth difference: 1.5
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone100Neutral · neutral goldenNeutral · neutral goldenSamecandidate undertone inferred
Finish & visual result25% of overall · 3 of 4 compared70
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage100FullFullSameSame full coverage
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring40ClaimedNot listedSome differenceOnly your product claims a blurring or smoothing effect; the match does not list it
Wear & performance15% of overall · 4 of 5 compared40
Longevity40Not listed32-hour wearSome differenceThe match claims long wear; your product does not list it
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall76
Skin type76Combination, oilyCombination, dry, normal, oily, sensitiveBoth marketed for combination/​oily skin
Overall match 80/100Shade 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 L'Oréal Paris Infallible 32H Fresh Wear Foundation in 488 Caramel.

Same or better

  • $24.03 less
  • Very close colour
  • Same neutral undertone
  • Same full coverage
  • Claims 32-hour wear
  • Claims transfer resistance
  • Claims colour stability
  • Claims a lightweight feel

Different

  • Natural finish instead of matte
  • No blurring effect claimed
  • Fragrance is listed in the formula
  • Contains alcohol denat.
  • SPF 25 instead of SPF 40

Ingredients (information only, not scored)

11 shared ingredients; weighted similarity 19%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedListed (fragrance)
Drying alcoholNot listedListed (alcohol denat.)
SPFSPF 40SPF 25
OverlapWater-based vs silicone-based; silicone high vs high
View full match

Why the closest overall alternative works

MAC Cosmetics Studio Fix Powder Plus Foundation in NW44, against IT Cosmetics CC+ Cream Natural Matte Foundation in Rich. Every attribute compared, with its share of the score.

ComparedYour shadeRichClosest overall alternativeNW44Score
Shade match55% of overall91
Colour93#d58852#d58d5dVery close colourColour difference 1.9 (0 is identical)
Depth97MediumMediumSameDepth difference: 1.8
Retailer descriptionNot statedRich deepNo depth word in one descriptionNot compared
Undertone85Neutral · neutral goldenNeutralClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared100
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring100ClaimedClaimedSameBoth products claim a blurring or smoothing effect
Wear & performance15% of overall · 4 of 5 compared40
Longevity40Not listed12-hour wearSome differenceThe match claims long wear; your product does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall87
Skin type87Combination, oilyNormal, combination, oilyBoth marketed for combination/​oily skin
Overall match 86/100Shade 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.

How scoring works

If you switch

To MAC Cosmetics Studio Fix Powder Plus Foundation in NW44.

Same or better

  • Very close colour
  • Same neutral undertone
  • Same matte finish
  • Same full coverage
  • Both claim a blurring effect
  • Claims 12-hour wear
  • Claims not settling into lines
  • Claims colour stability
  • Claims a lightweight feel

Different

  • No SPF

Ingredients (information only, not scored)

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

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconePowder-based, moderate silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFSPF 40Not listed
OverlapWater-based vs powder-based; silicone high vs moderate
View full match

Where to buy

Closest shade match

L'Oréal Paris Infallible 32H Fresh Wear Foundation 488 Caramel

Best price
$14.97WalmartWalmart
$24.03 less (62%)

Your shade $39 at Sephora

WalmartView at Walmart

Closest overall alternative

MAC Cosmetics Studio Fix Powder Plus Foundation NW44

Best price
$39SephoraSephora
Same price

Your shade $39 at Sephora

SephoraView at Sephora

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.