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I Am Magic Velvety Matte Foundation 240 Lagos dupes and alternatives Juvia's Place

Deep · Neutral 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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Fragrance-free4No drying alcohol4Vegan2Cruelty-free2Oil-free0With SPF1Mineral2

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Only showing matches without dimethicone.

Closest shade match: about-face THE PERFORMER Skin-Focused Foundation D1NEUTRAL

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

Your shade
Juvia's Place
240 LagosChange shade
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Full coverage
The match
about-face
D1NEUTRAL
Depth and undertone: Deep · Neutral
Finish and coverage: Natural · Medium coverage
Shade match
99out of 100
Colour
98
Depth
99
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$25Ulta BeautyUlta Beauty
Costs $1 more

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative: bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 Warm Deep 27

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
240 LagosChange shade
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Full coverage
The match
bareMinerals
Warm Deep 27
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Medium coverage
Overall match
89out of 100
Shade (Shade match)
97
Finish (Finish & visual result)
91
Wear (Wear & performance)
72
Skin (Skin suitability)
40
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

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 · Youngblood

    Loose Mineral Foundation

    Coffee
    Shade match 97
    $50Ulta BeautyUlta Beauty(product price)Costs $26 more

    Matches: Near-identical swatch colourSame neutral undertoneBoth claim a lightweight feel

    Differences: Buildable rather than full coverageNo long-wear claimDoes not claim not settling into lines

    Score details
    Shade match
    97
    Finish & visual result
    80
    Wear & performance
    54
    Skin suitability
    20

    Looks identical · Buildable coverage

    Ingredients (not scored): 0% ingredient overlap

    Differences: Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Not marketed for combination/dry/normal/oily skin

    Retailer shade note: dark shade, neutral undertone

    Medium confidence· Digital match

    View match
  2. #4 · Tarte

    Timeless Hydrating Foundation

    57S Rich Sand
    Shade match 94
    $42Ulta BeautyUlta Beauty(product price)Costs $18 more

    Matches: Very close colourSame neutral undertoneClaims a blurring effect

    Differences: Natural rather than matte finishBuildable rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    94
    Finish & visual result
    62
    Wear & performance
    68
    Skin suitability
    100

    Very close colour · Natural · Buildable coverage

    Ingredients (not scored): 15% ingredient overlap

    Differences: Natural rather than matte finish · Buildable rather than full coverage · Does not claim not settling into lines

    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 240 Lagos (Deep · Neutral undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Dior Forever Skin Correct Full-Coverage Concealer

    8 Neutral

    Dior Forever Skin Correct Full-Coverage Concealer, shade 8 Neutral

    • Very close colour
    • Deep · Neutral undertone

    $42

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

    24N

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 24N

    • Very close colour
    • Deep · Neutral undertone

    $30

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

    NW50

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW50

    • Very close colour
    • Deep · Neutral · neutral golden undertone

    $30

    SephoraView at Sephora
  4. Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer

    15 Deep

    Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer, shade 15 Deep

    • Close colour
    • Deep · Neutral undertone

    $36

    Ulta BeautyView at Ulta Beauty
  5. L'Oréal Paris True Match Radiant Serum Concealer

    W10.5

    L'Oréal Paris True Match Radiant Serum Concealer, shade W10.5

    • Very close colour
    • Deep · Cool undertone

    $16.99

    Ulta BeautyView at Ulta Beauty
  6. Tarte Shape Tape Full Coverage Matte Concealer

    57N rich

    Tarte Shape Tape Full Coverage Matte Concealer, shade 57N rich

    • Very close colour
    • Deep · Cool 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

about-face THE PERFORMER Skin-Focused Foundation in D1NEUTRAL, against Juvia's Place I Am Magic Velvety Matte Foundation in 240 Lagos. Every attribute compared, with its share of the score.

ComparedYour shade240 LagosClosest shade matchD1NEUTRALScore
Shade match55% of overall99
Colour98#8f4e28#904c26Looks identicalColour difference 0.8 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.5
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Undertone100NeutralNeutralSamefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared61
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
Skin-like finish40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared82
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)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall80
Skin type80Combination, dry, normal, oily, sensitiveCombination, dry, normal, oilyBoth marketed for combination/​dry/​normal/​oily skin
Overall match 86/100Shade match 99/100Medium 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 about-face THE PERFORMER Skin-Focused Foundation in D1NEUTRAL.

Same or better

  • Near-identical swatch colour
  • Same neutral undertone
  • Medium rather than full coverage
  • Claims a skin-like finish
  • Both claim long-wearing
  • Both claim a lightweight feel

Different

  • Natural finish instead of matte
  • Does not claim not settling into lines
  • Not marketed for sensitive skin

Ingredients (information only, not scored)

6 shared ingredients; weighted similarity 10%. Ingredients only affect results through the filters.

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

Why the closest overall alternative works

bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 in Warm Deep 27, against Juvia's Place I Am Magic Velvety Matte Foundation in 240 Lagos. Every attribute compared, with its share of the score.

ComparedYour shade240 LagosClosest overall alternativeWarm Deep 27Score
Shade match55% of overall97
Colour96#8f4e28#8d512cLooks identicalColour difference 1.3 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.7
Retailer descriptionDeepVery deepSome differenceRetailer descriptions one depth band apart
Undertone100NeutralNeutralSamefrom 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 89/100Shade match 97/100Medium 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 Warm Deep 27.

Same or better

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

Different

  • 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 overall alternative
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

Closest shade match

about-face THE PERFORMER Skin-Focused Foundation D1NEUTRAL

Match price
$25Ulta BeautyUlta Beauty
Costs $1 more

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative

bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15 Warm Deep 27

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.