I Am Magic Velvety Matte Foundation 410 Nairobi dupes and alternatives Juvia's Place
4.3 (6,617)·Deep tan · Cool 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 matte finish
Differences: Neutral rather than cool undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
89
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Looks identical · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Matches: Same matte finish· Same full coverage· Claims a blurring effect
Differences: Slightly lighter· Neutral rather than cool undertone· Does not claim not settling into lines
Score details
Shade match
79
Finish & visual result
89
Wear & performance
82
Skin suitability
20
Close colour · Matte · Full coverage
Ingredients (not scored): 6% ingredient overlap
Differences: Slightly lighter · Neutral rather than cool undertone · Does not claim not settling into lines · Not marketed for combination/dry/oily/sensitive skin
Differences: Neutral rather than cool undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
82
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Matches: Very close colour· Claims a blurring effect· Both claim long-wearing
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Medium rather than full coverage
Score details
Shade match
83
Finish & visual result
62
Wear & performance
82
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than cool undertone · 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: M5.5 - medium-deep to deep with neutral undertones
Matches: Both claim long-wearing· Claims transfer resistance· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Medium rather than full coverage
Score details
Shade match
80
Finish & visual result
67
Wear & performance
72
Skin suitability
60
Close colour · Natural · Medium coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Neutral rather than cool undertone · 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: very tan with neutral undertones
Matches: Near-identical swatch colour· Same full coverage· Claims transfer resistance
Differences: Slightly warmer undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
79
Finish & visual result
76
Wear & performance
61
Skin suitability
60
Looks identical · Natural · Full coverage
Ingredients (not scored): 19% ingredient overlap
Differences: Slightly warmer undertone · Natural rather than matte finish · Does not claim not settling into lines · Not marketed for oily/sensitive skin
Retailer shade note: MD5 - medium-deep to deep with warm undertones
Matches: Very close colour· Both claim long-wearing· Claims colour stability
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Medium rather than full coverage
Score details
Shade match
83
Finish & visual result
58
Wear & performance
74
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Neutral rather than cool undertone · 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: medium dark with neutral undertone
Matches: Near-identical swatch colour· Claims a blurring effect· Both claim long-wearing
Differences: Slightly warmer undertone· Natural rather than matte finish· Medium rather than full coverage
Score details
Shade match
79
Finish & visual result
62
Wear & performance
82
Skin suitability
60
Looks identical · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Slightly warmer undertone · 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: MD5 - medium-deep to deep with warm undertones
Matches: Very close colour· Same full coverage· Claims a skin-like finish
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
83
Finish & visual result
68
Wear & performance
51
Skin suitability
60
Very close colour · Natural · Full coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Neutral rather than cool undertone · Natural rather than matte finish · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for combination/sensitive skin
Retailer shade note: Medium Deep with Neutral Undertones
$16Ulta Beauty(product price)$8 less (33%)4.5 (15,723)
Matches: Very close colour· Same matte finish
Differences: Slightly warmer undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
74
Finish & visual result
91
Wear & performance
40
Skin suitability
60
Very close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Slightly warmer undertone · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/sensitive skin
Retailer shade note: golden caramel with warm undertone
$11.99Ulta Beauty(product price)$12.01 less (50%)4.4 (182,841)
Matches: Very close colour· Same matte finish· Both claim a lightweight feel
Differences: Slightly warmer undertone· Medium rather than full coverage· Does not claim not settling into lines
Score details
Shade match
72
Finish & visual result
82
Wear & performance
68
Skin suitability
40
Very close colour · Matte · Medium coverage
Ingredients (not scored): 20% ingredient overlap
Differences: Slightly warmer undertone · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination/dry/sensitive skin · Contains drying alcohol
Matches: Very close colour· Same matte finish· Claims a blurring effect
Differences: Slightly warmer undertone· Buildable rather than full coverage· Does not claim not settling into lines
Score details
Shade match
73
Finish & visual result
81
Wear & performance
54
Skin suitability
60
Very close colour · Matte · Buildable coverage
Ingredients (not scored): 21% ingredient overlap
Differences: Slightly warmer undertone · 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: medium to deep skin with warm undertones
Differences: Neutral rather than cool undertone· Radiant rather than matte finish· Light rather than full coverage
Score details
Shade match
88
Finish & visual result
16
Wear & performance
54
Skin suitability
50
Looks identical · Radiant · Light coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Neutral rather than cool undertone · Radiant rather than matte finish · Light rather than full coverage · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance
The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 410 Nairobi (Deep tan · Cool 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
L'Oréal Paris True Match Nude Hyaluronic Tinted Serum in 7.5-8.5 Cool Deep, against Juvia's Place I Am Magic Velvety Matte Foundation in 410 Nairobi. Every attribute compared, with its share of the score.
ComparedYour shade410 NairobiClosest shade match7.5-8.5 Cool DeepHow they compareScore
Shade match55% of overall97
Colour60%95#b36735#b36b39Looks identicalColour difference 1.4 (0 is identical)
Overall match 68/100Shade 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.
Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 385, against Juvia's Place I Am Magic Velvety Matte Foundation in 410 Nairobi. Every attribute compared, with its share of the score.
ComparedYour shade410 NairobiClosest overall alternative385How they compareScore
Shade match55% of overall81
Colour60%83#b36735#aa6b38Close colourColour difference 3.2 (0 is identical)
Overall match 86/100Shade match 81/100Medium 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.
32 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.
Ulta Beauty
Sephora
Walmart$12.03 less (50%)
