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I Am Magic Velvety Matte Foundation 130 Mali dupes and alternatives Juvia's Place

Rich deep · Warm 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, 3 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free0Oil-free0With SPF1Mineral0

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Only showing matches with light coverage, without talc or dimethicone.

Closest shade matchClosest overall alternative: Estée Lauder Futurist Skin Tint Serum Foundation SPF 20 7W2 Rich Spice

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
130 MaliChange shade
Depth and undertone: Rich deep · Warm
Finish and coverage: Matte · Full coverage
The match
Estée Lauder
7W2 Rich Spice
Depth and undertone: Rich deep · Warm · golden
Finish and coverage: Radiant · Light coverage
Overall match
70out of 100
Shade (Shade match)
98
Finish (Finish & visual result)
16
Wear (Wear & performance)
66
Skin (Skin suitability)
40
Shade match
98out of 100
Colour
97
Depth
97
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$33SephoraSephora
Costs $9 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

Looking for a concealer in your shade?

The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 130 Mali (Rich deep · Warm undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Tarte Shape Tape Full Coverage Matte Concealer

    60W mahogany warm

    Tarte Shape Tape Full Coverage Matte Concealer, shade 60W mahogany warm

    • Very close colour
    • Rich deep · Warm undertone

    $32

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

    27W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 27W

    • Very close colour
    • Rich deep · Warm undertone

    $30

    Ulta BeautyView at Ulta Beauty
  3. bareMinerals ORIGINAL Liquid Mineral Brightening Concealer

    Deep 6N

    bareMinerals ORIGINAL Liquid Mineral Brightening Concealer, shade Deep 6N

    • Very close colour
    • Rich deep · Neutral undertone

    $31

    Ulta BeautyView at Ulta Beauty
  4. L'Oréal Paris Infallible Full Wear Waterproof Concealer

    445 Espresso

    L'Oréal Paris Infallible Full Wear Waterproof Concealer, shade 445 Espresso

    • Close colour
    • Rich deep

    $15.99

    Ulta BeautyView at Ulta Beauty
  5. 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

    • Close colour
    • Rich deep · Neutral undertone

    $36

    Ulta BeautyView at Ulta Beauty
  6. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW58

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW58

    • Close colour
    • Rich deep · Neutral · neutral golden undertone

    $30

    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

Estée Lauder Futurist Skin Tint Serum Foundation SPF 20 in 7W2 Rich Spice, against Juvia's Place I Am Magic Velvety Matte Foundation in 130 Mali. Every attribute compared, with its share of the score.

ComparedYour shade130 MaliClosest match7W2 Rich SpiceScore
Shade match55% of overall98
Colour97#5c2918#582616Looks identicalColour difference 1.1 (0 is identical)
Depth97Rich deepRich deepSameDepth difference: 2.0
Retailer descriptionVery deepVery deepBoth described as very deepThe retailers describe the same depth
Undertone100WarmWarm · goldenClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared16
Finish12MatteRadiantDifferentRadiant finish rather than matte
Coverage20FullLightDifferentLight coverage rather than full
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 4 of 5 compared66
Longevity70Long-wearing8-hour wearSome differenceThe match claims 8-hour wear; your product says long-wearing without hours
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall40
Skin type40Combination, dry, normal, oily, sensitiveNormal, combinationBoth marketed for combination/​normal skin
Overall match 70/100Shade match 98/100Medium 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 Estée Lauder Futurist Skin Tint Serum Foundation SPF 20 in 7W2 Rich Spice.

Same or better

  • Near-identical swatch colour
  • Same warm undertone
  • Both claim not settling into lines
  • Claims colour stability
  • Adds SPF 20

Different

  • Radiant finish instead of matte
  • Light rather than full coverage
  • Does not claim a lightweight feel
  • Not marketed for dry/oily/sensitive skin

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeOil-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 20
OverlapWater-based vs oil-based; silicone high vs none
View full match

Where to buy 7W2 Rich Spice

Best price
$33SephoraSephora
Costs $9 more

Your shade $24 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.