I Am Magic Velvety Matte Foundation 240 Lagos dupes and alternatives Juvia's Place
4.3 (6,617)·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%).
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: Near-identical swatch colour· Same neutral undertone· Same matte finish
Differences: Buildable rather than full coverage· Does not claim not settling into lines· Does not claim a lightweight feel
Score details
Shade match
97
Finish & visual result
81
Wear & performance
54
Skin suitability
60
Looks identical · Matte · Buildable coverage
Ingredients (not scored): 21% ingredient overlap
Differences: Buildable rather than full coverage · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for normal/sensitive skin · Contains listed fragrance · Contains drying alcohol
Retailer shade note: deep skin with neutral undertones
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.
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
Youngblood Loose Mineral Foundation in Coffee, 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 matchCoffeeHow they compareScore
Shade match55% of overall97
Colour60%96#8f4e28#915026Looks identicalColour difference 1.3 (0 is identical)
Depth15%98DeepDeepSameDepth difference: 1.1
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Finish & visual result25% of overall · 1 of 4 compared80
Finish35%—not comparableMatteNot listedNot comparedFinish not listed for one product
Coverage30%80FullBuildableCloseBuildable coverage rather than full (buildable: one step of tolerance)
Skin-like finish20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared54
Longevity30%40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stability15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall20
Skin type100%20Combination, dry, normal, oily, sensitiveSensitiveBoth marketed for sensitive skin
Overall match 82/100Shade 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.
Laura Mercier Real Flawless Feather Matte Powder Foundation in 6N Café Americano, 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 alternative6N Café AmericanoHow they compareScore
Shade match55% of overall96
Colour60%93#8f4e28#8f532fVery close colourColour difference 1.7 (0 is identical)
Depth15%97DeepDeepSameDepth difference: 1.8
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Overall match 89/100Shade match 96/100Medium 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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