Beautler.Your beauty butler

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%).

Filters, 3 applied

Coverage

Finish

Formulation

  • Liquid0
  • Stick0
  • Powder0

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free1Oil-free0With SPF0Mineral0

Avoid an ingredient

Sort

1 of 30

Only showing matches with buildable coverage, with a natural finish, without talc.

  • 1 match has no finish listed and is not shown.

Closest shade matchClosest overall alternative: Tarte Timeless Hydrating Foundation 57S Rich Sand

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
240 LagosChange shade
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Full coverage
The match
Tarte
57S Rich Sand
Depth and undertone: Deep · Neutral
Finish and coverage: Natural · Buildable coverage
Overall match
82out of 100
Shade (Shade match)
94
Finish (Finish & visual result)
62
Wear (Wear & performance)
68
Skin (Skin suitability)
100
Shade match
94out of 100
Colour
90
Depth
99
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$42Ulta BeautyUlta Beauty
Costs $18 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 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 match works

Tarte Timeless Hydrating Foundation in 57S Rich Sand, 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 match57S Rich SandScore
Shade match55% of overall94
Colour90#8f4e28#8a5231Very close colourColour difference 2.3 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.5
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Undertone100NeutralNeutralSamecandidate undertone inferred
Finish & visual result25% of overall · 3 of 4 compared62
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullBuildableCloseBuildable 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 compared68
Longevity70Long-wearing12-hour wearSome differenceThe match claims 12-hour wear; your product says long-wearing without hours
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 overall100
Skin type100Combination, dry, normal, oily, sensitiveCombination, dry, normal, oily, sensitiveBoth marketed for combination/​dry/​normal/​oily/​sensitive skin
Overall match 82/100Shade match 94/100Medium 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 Timeless Hydrating Foundation in 57S Rich Sand.

Same or better

  • Very close colour
  • Same neutral undertone
  • Buildable rather than full coverage
  • Claims a blurring effect
  • Both claim a lightweight feel

Different

  • Natural finish instead of matte
  • Does not claim not settling into lines

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeWater-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs none
View full match

Where to buy 57S Rich Sand

Match price
$42Ulta BeautyUlta Beauty
Costs $18 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.