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I Am Magic Velvety Matte Foundation 100 Sudan dupes and alternatives Juvia's Place

Rich deep · Cool 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-free3No drying alcohol0Vegan2Cruelty-free1Oil-free2With SPF0Mineral0

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Only showing matches with medium coverage, in liquid form.

  • 18 matches have no formulation listed and are not shown.

Closest shade matchClosest overall alternative: Urban Decay Face Bond Self Setting Waterproof Foundation 40

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
100 SudanChange shade
Depth and undertone: Rich deep · Cool
Finish and coverage: Matte · Full coverage
The match
Urban Decay
40
Depth and undertone: Rich deep · Cool
Finish and coverage: Matte · Medium coverage
Overall match
76out of 100
Shade (Shade match)
76
Finish (Finish & visual result)
81
Wear (Wear & performance)
72
Skin (Skin suitability)
60
Shade match
76out of 100
Colour
60
Depth
100
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$40SephoraSephora
Costs $25.60 more

Your shade $14.40 at Ulta Beauty

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. #2 · m.ph by Mary Phillips

    Le Skin Weightless Serum Foundation

    Deep Rich 340 C
    Shade match 71
    $49SephoraSephoraCosts $34.60 more

    Matches: Same cool undertoneClaims a skin-like finishBoth claim long-wearing

    Differences: Noticeably different swatch colourNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    71
    Finish & visual result
    61
    Wear & performance
    100
    Skin suitability
    60

    Slight colour difference · Natural · Medium coverage

    Ingredients (not scored): 7% ingredient overlap

    Differences: Noticeably different swatch colour · Natural rather than matte finish · Medium rather than full coverage · Not marketed for oily/sensitive skin · Contains drying alcohol

    Retailer shade note: deep rich with cool undertones

    Medium confidence· Digital match

    View match
  2. #3 · Urban Decay

    Face Bond Self Setting Waterproof Foundation

    38
    Shade match 68
    $40SephoraSephoraCosts $25.60 more

    Matches: Same matte finishClaims a blurring effectBoth claim long-wearing

    Differences: Noticeably different swatch colourNeutral rather than cool undertoneMedium rather than full coverage

    Score details
    Shade match
    68
    Finish & visual result
    81
    Wear & performance
    72
    Skin suitability
    60

    Slight colour difference · Matte · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Noticeably different swatch colour · Neutral rather than cool undertone · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for dry/sensitive skin · Contains drying alcohol

    Retailer shade note: deep neutral

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 100 Sudan (Rich deep · Cool undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW65

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW65

    • Slight colour difference
    • Rich deep · Cool undertone

    $30

    SephoraView at Sephora
  2. Tarte Shape Tape Full Coverage Matte Concealer

    63N espresso neutral

    Tarte Shape Tape Full Coverage Matte Concealer, shade 63N espresso neutral

    • Slight colour difference
    • Rich deep · Cool undertone

    $32

    SephoraView at Sephora
  3. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Ganache

    Too Faced Born This Way Super Coverage Multi-Use Concealer, shade Ganache

    • Slight colour difference
    • Rich deep · Neutral undertone

    $36

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

    30NC

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 30NC

    • Slight colour difference
    • Rich deep · Neutral · neutral pink undertone

    $30

    Ulta BeautyView at Ulta Beauty
  5. Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer

    9N

    Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer, shade 9N

    • Slight colour difference
    • Rich deep · Neutral undertone

    $38

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

    Chocolate Chip 8.7 Red

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Chocolate Chip 8.7 Red

    • Nearest in this range
    • Rich deep · Cool undertone

    $31

    SephoraView at Sephora

Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.

Why the closest match works

Urban Decay Face Bond Self Setting Waterproof Foundation in 40, against Juvia's Place I Am Magic Velvety Matte Foundation in 100 Sudan. Every attribute compared, with its share of the score.

ComparedYour shade100 SudanClosest match40Score
Shade match55% of overall76
Colour60#2e1109#32201cSlight colour differenceColour difference 6.3 (0 is identical)
Depth100Rich deepRich deepSameDepth difference: 0.0
Retailer descriptionVery deepDeepSome differenceRetailer descriptions one depth band apart
Undertone100CoolCoolSamefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared81
Finish100MatteMatteSameSame matte finish
Coverage80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
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 · 4 of 5 compared72
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 76/100Shade match 76/100Medium 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 Urban Decay Face Bond Self Setting Waterproof Foundation in 40.

Same or better

  • Same cool undertone
  • Same matte finish
  • Medium rather than full coverage
  • Claims a blurring effect
  • Both claim long-wearing
  • Claims transfer resistance
  • Both claim a lightweight feel

Different

  • Visible colour difference
  • Does not claim not settling into lines
  • Not marketed for dry/sensitive skin
  • Contains alcohol denat.

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 18%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol denat.)
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone high vs high
View full match

Where to buy 40

Best price
$40SephoraSephora
Costs $25.60 more

Your shade $14.40 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

31 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.