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: 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
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
m.ph by Mary Phillips Le Skin Weightless Serum Foundation in Deep 270 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 shade matchDeep 270 WHow they compareScore
Shade match55% of overall91
Colour60%86#9e5425#9e561bVery close colourColour difference 2.9 (0 is identical)
Depth15%99DeepDeepSameDepth difference: 0.5
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Overall match 83/100Shade match 91/100Medium 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.
e.l.f. Cosmetics Soft Glam Satin Foundation in 50 Deep Warm, 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 alternative50 Deep WarmHow they compareScore
Shade match55% of overall89
Colour60%82#9e5425#975835Close colourColour difference 3.4 (0 is identical)
Depth15%100DeepDeepSameDepth difference: 0.1
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
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.
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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