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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%).

Filters, 3 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan1Cruelty-free1Oil-free0With SPF, applied. RemoveMineral1

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Only showing matches with medium coverage, with SPF, without silicones.

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

Closest shade matchClosest overall alternative: bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 Medium Dark 23

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
230 MalawiChange shade
Depth and undertone: Deep · Warm · golden
Finish and coverage: Matte · Full coverage
The match
bareMinerals
Medium Dark 23
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Medium coverage
Overall match
84out of 100
Shade (Shade match)
89
Finish (Finish & visual result)
91
Wear (Wear & performance)
72
Skin (Skin suitability)
40
Shade match
89out of 100
Colour
96
Depth
100
Undertone
65
Medium confidence· Digital matchWhy it matches
Match price
$39.50Ulta BeautyUlta Beauty
Costs $15.50 more

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

Ulta BeautyView at Ulta Beauty

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 match works

bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 in Medium Dark 23, 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 matchMedium Dark 23Score
Shade match55% of overall89
Colour96#9e5425#9b5524Looks identicalColour difference 1.2 (0 is identical)
Depth100DeepDeepSameDepth difference: 0.3
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Undertone65Warm · goldenNeutralSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared91
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
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared72
Longevity40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
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 overall40
Skin type40Combination, dry, normal, oily, sensitiveCombination, oilyBoth marketed for combination/​oily skin
Overall match 84/100Shade 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 bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 in Medium Dark 23.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Medium rather than full coverage
  • Both claim not settling into lines
  • Both claim a lightweight feel
  • Adds SPF 15

Different

  • Neutral rather than warm undertone
  • No long-wear claim
  • Not marketed for dry/normal/sensitive skin

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeno silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 15
OverlapWater-based vs unknown-based; silicone high vs none
View full match

Where to buy Medium Dark 23

Match price
$39.50Ulta BeautyUlta Beauty
Costs $15.50 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.