Beautler.Your beauty butler

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, 1 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free8No drying alcohol7Vegan2Cruelty-free4Oil-free3With SPF6Mineral0

Avoid an ingredient

Sort

13 of 30

Only showing matches with full coverage.

Closest shade match: L'Oréal Paris Infallible 32H Fresh Wear Foundation 525 Deep Golden

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
L'Oréal Paris
525 Deep Golden
Depth and undertone: Deep · Warm · golden
Finish and coverage: Natural · Full coverage
Shade match
98out of 100
Colour
97
Depth
99
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$18.99Ulta BeautyUlta Beauty
$5.01 less (21%)

Your shade $24 at Ulta Beauty · product price; shade not separately priced · lowest price $14.97 at Walmart

Ulta BeautyView at Ulta Beauty

Closest overall alternative: Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation 440

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
Fenty Beauty
440
Depth and undertone: Deep tan · Warm
Finish and coverage: Matte · Full coverage
Overall match
90out of 100
Shade (Shade match)
89
Finish (Finish & visual result)
100
Wear (Wear & performance)
86
Skin (Skin suitability)
60
Medium confidence· Digital matchWhy it matches
Best price
$40SephoraSephora
Costs $16 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

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 · Fenty Beauty

    Pro Filt'r Soft Matte Longwear Foundation

    410
    Shade match 86
    $40Ulta BeautyUlta Beauty(product price)Costs $16 more

    Matches: Same warm undertoneSame matte finishSame full coverage

    Differences: Slightly lighterDoes not claim a lightweight feelNot marketed for dry/sensitive skin

    Score details
    Shade match
    86
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    60

    Close colour · Matte · Full coverage

    Ingredients (not scored): 32% ingredient overlap

    Differences: Slightly lighter · Does not claim a lightweight feel · Not marketed for dry/sensitive skin · Contains listed fragrance

    Retailer shade note: for tan to deep skin with warm golden undertones

    Medium confidence· Digital match

    View match
  2. #4 · MAC Cosmetics

    Studio Fix Fluid SPF 15 Foundation

    NC50
    Shade match 87
    $39SephoraSephoraCosts $15 more

    Matches: Same warm undertoneSame matte finishSame full coverage

    Differences: Not marketed for combination/dry/sensitive skin

    Score details
    Shade match
    87
    Finish & visual result
    100
    Wear & performance
    70
    Skin suitability
    40

    Close colour · Matte · Full coverage

    Ingredients (not scored): 33% ingredient overlap

    Differences: Not marketed for combination/dry/sensitive skin

    Retailer shade note: deep with warm golden undertones

    Medium confidence· Digital match

    View match
  3. #5 · Maybelline

    Super Stay Lumi-Matte Foundation

    355
    Shade match 81
    $15.99Ulta BeautyUlta Beauty(product price)$8.01 less (33%)

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly cooler undertoneDoes not claim not settling into linesContains drying alcohol

    Score details
    Shade match
    81
    Finish & visual result
    100
    Wear & performance
    61
    Skin suitability
    100

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 33% ingredient overlap

    Differences: Slightly cooler undertone · Does not claim not settling into lines · Contains drying alcohol

    Retailer shade note: neutral cool undertones

    Medium confidence· Digital match

    View match
  4. #6 · NARS

    Natural Radiant Longwear Foundation

    Namibia - Dark 4
    Shade match 95
    $55SephoraSephoraCosts $31 more

    Matches: Very close colourSame warm undertoneSame full coverage

    Differences: Natural rather than matte finishDoes not claim not settling into linesNot marketed for oily/sensitive skin

    Score details
    Shade match
    95
    Finish & visual result
    76
    Wear & performance
    61
    Skin suitability
    60

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 19% ingredient overlap

    Differences: Natural rather than matte finish · Does not claim not settling into lines · Not marketed for oily/sensitive skin

    Retailer shade note: D4 - deep with warm undertones, and a red tone

    Medium confidence· Digital match

    View match
  5. #7 · Maybelline

    Super Stay Lumi-Matte Foundation

    367
    Shade match 79
    $15.99Ulta BeautyUlta Beauty(product price)$8.01 less (33%)

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly cooler undertoneDoes not claim not settling into linesContains drying alcohol

    Score details
    Shade match
    79
    Finish & visual result
    100
    Wear & performance
    61
    Skin suitability
    100

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 33% ingredient overlap

    Differences: Slightly cooler undertone · Does not claim not settling into lines · Contains drying alcohol

    Retailer shade note: neutral cool undertones

    Medium confidence· Digital match

    View match
  6. #8 · bareMinerals

    BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20

    Deep 51 Neutral
    Shade match 82
    $45Ulta BeautyUlta Beauty(product price)Costs $21 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Neutral rather than warm undertoneDoes not claim not settling into linesContains drying alcohol

    Score details
    Shade match
    82
    Finish & visual result
    86
    Wear & performance
    61
    Skin suitability
    100

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 27% ingredient overlap

    Differences: Neutral rather than warm undertone · Does not claim not settling into lines · Contains drying alcohol

    Retailer shade note: for deep neutral skin with a peach hue

    Medium confidence· Digital match

    View match
  7. #9 · L'Oréal Paris

    Infallible 32H Fresh Wear Foundation

    520 Sienna
    Shade match 85
    $18.99Ulta BeautyUlta Beauty(product price)$5.01 less (21%)

    Matches: Very close colourSame full coverageClaims transfer resistance

    Differences: Natural rather than matte finishDoes not claim not settling into linesContains listed fragrance

    Score details
    Shade match
    85
    Finish & visual result
    76
    Wear & performance
    58
    Skin suitability
    100

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 22% ingredient overlap

    Differences: Natural rather than matte finish · Does not claim not settling into lines · Contains listed fragrance · Contains drying alcohol

    Medium confidence· Digital match

    View match
  8. #10 · Live Tinted

    HUESTICK Complexion Stick

    06 Medium/Dark
    Shade match 82
    $42Ulta BeautyUlta Beauty(product price)Costs $18 more

    Matches: Same matte finishSame full coverageClaims a skin-like finish

    Differences: Neutral rather than warm undertoneNo long-wear claimDoes not claim not settling into lines

    Score details
    Shade match
    82
    Finish & visual result
    79
    Wear & performance
    54
    Skin suitability
    100

    Close colour · Matte · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Neutral rather than warm undertone · No long-wear claim · Does not claim not settling into lines

    Retailer shade note: neutral undertone

    Medium confidence· Digital match

    View match
  9. #11 · L'Oréal Paris

    Infallible 32H Fresh Wear Foundation

    515 Copper
    Shade match 81
    $14.97WalmartWalmart$9.03 less (38%)

    Matches: Same full coverageClaims transfer resistanceClaims colour stability

    Differences: Neutral rather than warm undertoneNatural rather than matte finishDoes 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

    Medium confidence· Digital match

    View match
  10. #12 · NARS

    Natural Matte Longwear Foundation

    NEW CALEDONIA
    Shade match 77
    $55SephoraSephoraCosts $31 more

    Matches: Same matte finishSame full coverageClaims a blurring effect

    Differences: Olive rather than warm undertoneDoes not claim not settling into linesNot marketed for dry/sensitive skin

    Score details
    Shade match
    77
    Finish & visual result
    89
    Wear & performance
    61
    Skin suitability
    60

    Close colour · Matte · Full coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Olive rather than warm undertone · Does not claim not settling into lines · Not marketed for dry/sensitive skin

    Retailer shade note: D2 - Deep with warm undertones, and an olive tone

    Medium confidence· Digital match

    View match
  11. #13 · IT Cosmetics

    CC+ Cream Natural Matte Foundation

    Neutral Rich
    Shade match 83
    $39SephoraSephoraCosts $15 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Neutral rather than warm undertoneNo long-wear claimDoes 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

    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

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 GoldenScore
Shade match55% of overall98
Colour97#9e5425#9e552aLooks identicalColour difference 1.0 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.4
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Undertone100Warm · goldenWarm · goldenSamefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared76
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage100FullFullSameSame full coverage
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 overall58
Longevity70Long-wearing32-hour wearSome differenceThe match claims 32-hour wear; your product says long-wearing without hours
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall100
Skin type100Combination, dry, normal, oily, sensitiveCombination, dry, normal, oily, sensitiveBoth marketed for combination/​dry/​normal/​oily/​sensitive skin
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.

How scoring works

If you switch

To L'Oréal Paris Infallible 32H Fresh Wear Foundation in 525 Deep Golden.

Same or better

  • $5.01 less
  • Near-identical swatch colour
  • Same warm undertone
  • Same full coverage
  • Claims transfer resistance
  • Claims colour stability
  • Both claim a lightweight feel
  • Adds SPF 25

Different

  • Natural finish instead of matte
  • Does not claim not settling into lines
  • Fragrance is listed in the formula
  • Contains alcohol denat.

Ingredients (information only, not scored)

9 shared ingredients; weighted similarity 22%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedListed (fragrance)
Drying alcoholNot listedListed (alcohol denat.)
SPFNot listedSPF 25
OverlapWater-based vs silicone-based; silicone high vs high
View full match

Why the closest overall alternative works

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 alternative440Score
Shade match55% of overall89
Colour83#9e5425#9e5d35Close colourColour difference 3.2 (0 is identical)
Depth94DeepDeep tanCloseDepth difference: 3.2
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Undertone100Warm · goldenWarmClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared100
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
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 compared86
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)
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 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.

How scoring works

If you switch

To Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 440.

Same or better

  • Same warm undertone
  • Same matte finish
  • Same full coverage
  • Both claim long-wearing
  • Both claim not settling into lines

Different

  • Small colour difference on the swatch
  • Does not claim a lightweight feel
  • Not marketed for dry/sensitive skin
  • Fragrance is listed in the formula

Ingredients (information only, not scored)

15 shared ingredients; weighted similarity 32%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedListed (fragrance)
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy

Closest shade match

L'Oréal Paris Infallible 32H Fresh Wear Foundation 525 Deep Golden

Match price
$18.99Ulta BeautyUlta Beauty
$5.01 less (21%)

Your shade $24 at Ulta Beauty · product price; shade not separately priced · lowest price $14.97 at Walmart

Ulta BeautyView at Ulta Beauty

Closest overall alternative

Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation 440

Best price
$40SephoraSephora
Costs $16 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

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.