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I Am Magic Velvety Matte Foundation 400 Ethiopia dupes and alternatives Juvia's Place

Medium light · Neutral · neutral 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%).

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Finish

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Fragrance-free3No drying alcohol3Vegan0Cruelty-free0Oil-free0With SPF1Mineral0

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Only showing matches in liquid form, without silicones.

  • 10 matches have no formulation listed and are not shown.
  • 1 match has no ingredient list listed and is not shown.

Closest shade matchClosest overall alternative: NARS Natural Matte Longwear Foundation TAHOE

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
400 EthiopiaChange shade
Depth and undertone: Medium light · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
The match
NARS
TAHOE
Depth and undertone: Medium · Neutral
Finish and coverage: Matte · Full coverage
Overall match
86out of 100
Shade (Shade match)
94
Finish (Finish & visual result)
89
Wear (Wear & performance)
61
Skin (Skin suitability)
60
Shade match
94out of 100
Colour
96
Depth
97
Undertone
85
Medium confidence· Digital matchWhy it matches
Best price
$55SephoraSephora
Costs $31 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. #2 · Estée Lauder

    Double Wear Max Cover Camouflage Foundation For Face and Body SPF 15

    4W1 Honey Bronze
    Shade match 91
    $55Ulta BeautyUlta BeautyCosts $31 more

    Matches: Very close colourSimilar undertone (warm vs neutral)Same full coverage

    Differences: Natural rather than matte finishDoes not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    91
    Finish & visual result
    76
    Wear & performance
    54
    Skin suitability
    100

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 7% ingredient overlap

    Differences: Natural rather than matte finish · Does not claim not settling into lines · Does not claim a lightweight feel

    Medium confidence· Digital match

    View match
  2. #3 · Sephora Collection

    Best Skin Ever Liquid Foundation

    26N
    Shade match 93
    $24SephoraSephoraSame price

    Matches: Near-identical swatch colourSame neutral undertoneBoth claim long-wearing

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

    Score details
    Shade match
    93
    Finish & visual result
    67
    Wear & performance
    72
    Skin suitability
    60

    Looks identical · Natural · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: 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: tan with neutral undertones

    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 400 Ethiopia (Medium light · Neutral · neutral golden undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Charlotte Tilbury Airbrush Flawless Long-Wear Blur Concealer

    9.5 Tan

    Charlotte Tilbury Airbrush Flawless Long-Wear Blur Concealer, shade 9.5 Tan

    • Looks identical
    • Medium light · Neutral · neutral golden undertone

    $36

    SephoraView at Sephora
  2. Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer

    370

    Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer, shade 370

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

    $30

    SephoraView at Sephora
  3. Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer

    2Y36

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 2Y36

    • Very close colour
    • Medium light · Warm · golden undertone

    $35

    SephoraView at Sephora
  4. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NC40

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NC40

    • Very close colour
    • Medium light · Warm · golden undertone

    $30

    SephoraView at Sephora
  5. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Toasted Almond 5.3 Golden

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Toasted Almond 5.3 Golden

    • Very close colour
    • Medium · Warm · golden undertone

    $31

    SephoraView at Sephora
  6. Rare Beauty Liquid Touch Brightening Concealer

    380W

    Rare Beauty Liquid Touch Brightening Concealer, shade 380W

    • Very close colour
    • Medium · Warm · golden undertone

    $24

    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

NARS Natural Matte Longwear Foundation in TAHOE, against Juvia's Place I Am Magic Velvety Matte Foundation in 400 Ethiopia. Every attribute compared, with its share of the score.

ComparedYour shade400 EthiopiaClosest matchTAHOEScore
Shade match55% of overall94
Colour96#d99c66#d69960Looks identicalColour difference 1.2 (0 is identical)
Depth97Medium lightMediumCloseDepth difference: 1.7
Retailer descriptionTanMedium tanSome differenceRetailer descriptions one depth band apart
Undertone85Neutral · neutral goldenNeutralClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared89
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
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 · 4 of 5 compared61
Longevity70Long-wearing24-hour wearSome differenceThe match claims 24-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 stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 86/100Shade 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 NARS Natural Matte Longwear Foundation in TAHOE.

Same or better

  • Near-identical swatch colour
  • Same neutral undertone
  • Same matte finish
  • Same full coverage
  • Claims a blurring effect
  • Claims transfer resistance
  • Both claim a lightweight feel

Different

  • Does not claim not settling into lines
  • Not marketed for dry/sensitive skin

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy TAHOE

Best price
$55SephoraSephora
Costs $31 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.