I Am Magic Velvety Matte Foundation 230 Malawi dupes and alternatives Juvia's Place
4.3 (6,617)·Deep · Warm · 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%).
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 warm undertone· Same matte finish
Differences: Medium rather than full coverage· Does not claim not settling into lines· Does not claim a lightweight feel
Score details
Shade match
92
Finish & visual result
74
Wear & performance
68
Skin suitability
60
Very close colour · Matte · Medium coverage
Ingredients (not scored): 0% ingredient overlap
Differences: Medium rather than full coverage · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Retailer shade note: deep skin with warm, golden undertones
Differences: Neutral rather than warm undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
88
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Very close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than warm undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Differences: Neutral rather than warm undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
84
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Very close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than warm undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Matches: Same full coverage· Claims transfer resistance· Claims colour stability
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
81
Finish & visual result
76
Wear & performance
58
Skin suitability
100
Close colour · Natural · Full coverage
Ingredients (not scored): 22% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Does not claim not settling into lines · Contains listed fragrance · Contains drying alcohol
Differences: Neutral rather than warm undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
82
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than warm undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Matches: Same warm undertone· Both claim long-wearing· Claims transfer resistance
Differences: Natural rather than matte finish· Medium rather than full coverage· Does not claim not settling into lines
Score details
Shade match
90
Finish & visual result
58
Wear & performance
61
Skin suitability
60
Close colour · Natural · Medium coverage
Ingredients (not scored): 20% ingredient overlap
Differences: Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for oily/sensitive skin
Matches: Very close colour· Claims a blurring effect· Both claim long-wearing
Differences: Olive rather than warm undertone· Natural rather than matte finish· Medium rather than full coverage
Score details
Shade match
83
Finish & visual result
62
Wear & performance
82
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Olive rather than warm undertone · Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for oily/sensitive skin
Retailer shade note: D2 - deep with warm undertones, and an olive tone
Matches: Very close colour· Same matte finish· Same full coverage
Differences: Neutral rather than warm undertone· No long-wear claim· Does not claim not settling into lines
Score details
Shade match
83
Finish & visual result
89
Wear & performance
40
Skin suitability
40
Very close colour · Matte · Full coverage
Ingredients (not scored): 24% ingredient overlap
Differences: Neutral rather than warm undertone · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/normal/sensitive skin
The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 230 Malawi (Deep · Warm · golden 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
L'Oréal Paris Infallible 32H Fresh Wear Foundation in 525 Deep Golden, against Juvia's Place I Am Magic Velvety Matte Foundation in 230 Malawi. Every attribute compared, with its share of the score.
ComparedYour shade230 MalawiClosest shade match525 Deep GoldenHow they compareScore
Shade match55% of overall98
Colour60%97#9e5425#9e552aLooks identicalColour difference 1.0 (0 is identical)
Depth15%99DeepDeepSameDepth difference: 0.4
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Overall match 87/100Shade 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.
Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 440, against Juvia's Place I Am Magic Velvety Matte Foundation in 230 Malawi. Every attribute compared, with its share of the score.
ComparedYour shade230 MalawiClosest overall alternative440How they compareScore
Shade match55% of overall89
Colour60%83#9e5425#9e5d35Close colourColour difference 3.2 (0 is identical)
Depth15%94DeepDeep tanCloseDepth difference: 3.2
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Overall match 90/100Shade 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.
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