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I Am Magic Velvety Matte Foundation 230 Malawi dupes and alternatives Juvia's Place

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%).

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Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free3No drying alcohol5Vegan2Cruelty-free2Oil-free0With SPF1Mineral4

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Only showing matches with medium coverage, without silicones.

  • 3 matches have no ingredient list listed and are not shown.

Closest shade match: Tarte Amazonian Clay Blurring Powder Foundation 51S Deep Sand

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

Your shade
Juvia's Place
230 MalawiChange shade
Depth and undertone: Deep · Warm · golden
Finish and coverage: Matte · Full coverage
The match
Tarte
51S Deep Sand
Depth and undertone: Deep · Warm · golden
Finish and coverage: Matte · Medium coverage
Shade match
92out of 100
Colour
87
Depth
97
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$40SephoraSephora
Costs $16 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative: Lancôme Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation 540 Suede (W)

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

Your shade
Juvia's Place
230 MalawiChange shade
Depth and undertone: Deep · Warm · golden
Finish and coverage: Matte · Full coverage
The match
Lancôme
540 Suede (W)
Depth and undertone: Deep
Finish and coverage: Matte · Medium coverage
Overall match
86out of 100
Shade (Shade match)
83
Finish (Finish & visual result)
81
Wear (Wear & performance)
100
Skin (Skin suitability)
100
Medium confidence· Digital matchWhy it matches
Match price
$53Ulta BeautyUlta Beauty
Costs $29 more

Your shade $24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

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 · Lancôme

    Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation

    520 Suede (W)
    Shade match 81
    $53Ulta BeautyUlta Beauty(product price)Costs $29 more

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

    Differences: Slightly lighterMedium rather than full coverageContains listed fragrance

    Score details
    Shade match
    81
    Finish & visual result
    81
    Wear & performance
    100
    Skin suitability
    100

    Close colour · Matte · Medium coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Slightly lighter · Medium rather than full coverage · Contains listed fragrance

    Medium confidence· Digital match

    View match
  2. #4 · bareMinerals

    ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15

    Medium Dark 23
    Shade match 89
    $39.50Ulta BeautyUlta Beauty(product price)Costs $15.50 more

    Matches: Near-identical swatch colourSame matte finishBoth claim not settling into lines

    Differences: Neutral rather than warm undertoneMedium rather than full coverageNo long-wear claim

    Score details
    Shade match
    89
    Finish & visual result
    91
    Wear & performance
    72
    Skin suitability
    40

    Looks identical · Matte · Medium coverage

    Ingredients (not scored): 0% ingredient overlap

    Differences: Neutral rather than warm undertone · Medium rather than full coverage · No long-wear claim · Not marketed for dry/normal/sensitive skin

    Retailer shade note: dark skin w/ cool to neutral undertones

    Medium confidence· Digital match

    View match
  3. #5 · NARS

    Light Reflecting Foundation

    New Caledonia
    Shade match 83
    $55SephoraSephoraCosts $31 more

    Matches: Very close colourClaims a blurring effectBoth claim long-wearing

    Differences: Olive rather than warm undertoneNatural rather than matte finishMedium 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

    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 230 Malawi (Deep · Warm · golden 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

    57S rich sand

    Tarte Shape Tape Full Coverage Matte Concealer, shade 57S rich sand

    • Very close colour
    • Deep · Warm · golden undertone

    $32

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

    23W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 23W

    • Close colour
    • Deep · Warm undertone

    $30

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

    NC50

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NC50

    • Close colour
    • Deep · Warm · golden undertone

    $30

    SephoraView at Sephora
  4. L'Oréal Paris True Match Radiant Serum Concealer

    C10

    L'Oréal Paris True Match Radiant Serum Concealer, shade C10

    • Close colour
    • Deep · Warm undertone

    $16.99

    Ulta BeautyView at Ulta Beauty
  5. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Butterscotch 7.5 Golden

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Butterscotch 7.5 Golden

    • Close colour
    • Deep tan · Warm · golden undertone

    $31

    SephoraView at Sephora
  6. Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer

    520 Suede W

    Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer, shade 520 Suede W

    • Close colour
    • Deep · Warm · golden 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 shade match works

Tarte Amazonian Clay Blurring Powder Foundation in 51S Deep Sand, 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 match51S Deep SandScore
Shade match55% of overall92
Colour87#9e5425#9a5b30Very close colourColour difference 2.7 (0 is identical)
Depth97DeepDeepSameDepth difference: 1.7
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Undertone100Warm · goldenWarm · goldenSamefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared74
Finish100MatteMatteSameSame matte finish
Coverage60FullMediumSome differenceMedium coverage rather than full
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 · 3 of 5 compared68
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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)
Comfort40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 82/100Shade match 92/100Medium 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 Amazonian Clay Blurring Powder Foundation in 51S Deep Sand.

Same or better

  • Very close colour
  • Same warm undertone
  • Same matte finish
  • Claims a blurring effect
  • Both claim long-wearing

Different

  • Medium rather than full coverage
  • Does not claim not settling into lines
  • Does not claim a lightweight feel
  • Not marketed for dry/sensitive skin

Ingredients (information only, not scored)

0 shared ingredients; weighted similarity 0%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconePowder-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs powder-based; silicone high vs none
View full match

Why the closest overall alternative works

Lancôme Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation in 540 Suede (W), 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 alternative540 Suede (W)Score
Shade match55% of overall83
Colour85#9e5425#9f4e26Very close colourColour difference 2.9 (0 is identical)
Depth97DeepDeepSameDepth difference: 1.7
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Undertone70Warm · goldenUnknownSome differencefrom 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 · 3 of 5 compared100
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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 overall100
Skin type100Combination, dry, normal, oily, sensitiveNormal, dry, combination, oily, sensitiveBoth marketed for combination/​dry/​normal/​oily/​sensitive skin
Overall match 86/100Shade match 83/100Medium 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 Lancôme Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation in 540 Suede (W).

Same or better

  • Very close colour
  • Same matte finish
  • Medium rather than full coverage
  • Claims a blurring effect
  • Both claim long-wearing
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Fragrance is listed in the formula

Ingredients (information only, not scored)

1 shared ingredient; weighted similarity 1%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconePowder-based, no silicone
FragranceNot listedListed (linalool)
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs powder-based; silicone high vs none
View full match

Where to buy

Closest shade match

Tarte Amazonian Clay Blurring Powder Foundation 51S Deep Sand

Best price
$40SephoraSephora
Costs $16 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative

Lancôme Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation 540 Suede (W)

Match price
$53Ulta BeautyUlta Beauty
Costs $29 more

Your shade $24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

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.