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I Am Magic Velvety Matte Foundation 110 Senegal dupes and alternatives Juvia's Place

Rich deep · Neutral 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-free0No drying alcohol3Vegan3Cruelty-free3Oil-free0With SPF0Mineral, applied. Remove

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Only showing matches with full coverage, mineral-based.

  • 1 match has no mineral claim listed and is not shown.

Closest shade matchClosest overall alternative: Tarte Face Tape Full Coverage Foundation 61N espresso neutral

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
110 SenegalChange shade
Depth and undertone: Rich deep · Neutral
Finish and coverage: Matte · Full coverage
The match
Tarte
61N espresso neutral
Depth and undertone: Rich deep · Cool
Finish and coverage: Matte · Full coverage
Overall match
85out of 100
Shade (Shade match)
89
Finish (Finish & visual result)
89
Wear (Wear & performance)
75
Skin (Skin suitability)
60
Shade match
89out of 100
Colour
96
Depth
98
Undertone
65
Medium confidence· Digital matchWhy it matches
Best price
$42SephoraSephora
Costs $18 more

Your shade $24 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 · Tarte

    Face Tape Full Coverage Foundation

    61H Espresso
    Shade match 82
    $42SephoraSephoraCosts $18 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly lighterSlightly warmer undertoneNot marketed for dry/sensitive skin

    Score details
    Shade match
    82
    Finish & visual result
    89
    Wear & performance
    75
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Slightly lighter · Slightly warmer undertone · Not marketed for dry/sensitive skin · Contains listed fragrance

    Retailer shade note: very deep skin with warm, peach undertones

    Medium confidence· Digital match

    View match
  2. #3 · Tarte

    Face Tape Full Coverage Foundation

    62W espresso warm
    Shade match 82
    $42SephoraSephoraCosts $18 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly warmer undertoneNot marketed for dry/sensitive skinContains listed fragrance

    Score details
    Shade match
    82
    Finish & visual result
    89
    Wear & performance
    75
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Slightly warmer undertone · Not marketed for dry/sensitive skin · Contains listed fragrance

    Retailer shade note: very deep skin with very warm, rosy undertones

    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 110 Senegal (Rich deep · Neutral undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer

    17.75 Deep

    Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer, shade 17.75 Deep

    • Very close colour
    • Rich deep · Neutral undertone

    $36

    Ulta BeautyView at Ulta Beauty
  2. Laura Mercier Real Flawless Weightless Perfecting Serum Concealer

    6N1

    Laura Mercier Real Flawless Weightless Perfecting Serum Concealer, shade 6N1

    • Very close colour
    • Rich deep · Neutral undertone

    $34

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

    29N

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 29N

    • Close colour
    • Rich deep · Neutral undertone

    $30

    Ulta BeautyView at Ulta Beauty
  4. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Ganache

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

    • Close colour
    • Rich deep · Neutral undertone

    $36

    SephoraView at Sephora
  5. Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer

    9N

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

    • Close colour
    • Rich deep · Neutral undertone

    $38

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

    62H espresso honey

    Tarte Shape Tape Full Coverage Matte Concealer, shade 62H espresso honey

    • Very close colour
    • Rich deep · Warm · peach undertone

    $32

    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

Tarte Face Tape Full Coverage Foundation in 61N espresso neutral, against Juvia's Place I Am Magic Velvety Matte Foundation in 110 Senegal. Every attribute compared, with its share of the score.

ComparedYour shade110 SenegalClosest match61N espresso neutralScore
Shade match55% of overall89
Colour96#4e261a#4f291eLooks identicalColour difference 1.1 (0 is identical)
Depth98Rich deepRich deepSameDepth difference: 1.5
Retailer descriptionVery deepVery deepBoth described as very deepThe retailers describe the same depth
Undertone65NeutralCoolSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared89
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
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 compared75
Longevity70Long-wearing12-hour wearSome differenceThe match claims 12-hour wear; your product says long-wearing without hours
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling100ClaimedClaimedSameBoth products claim 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 overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 85/100Shade 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.

How scoring works

If you switch

To Tarte Face Tape Full Coverage Foundation in 61N espresso neutral.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Same full coverage
  • Claims a blurring effect
  • Claims transfer resistance
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Slightly cooler undertone
  • Not marketed for dry/sensitive skin
  • Fragrance is listed in the formula

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 13%. Ingredients only affect results through the filters.

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

Where to buy 61N espresso neutral

Best price
$42SephoraSephora
Costs $18 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

34 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.