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I Am Magic Velvety Matte Foundation 420 Havana dupes and alternatives Juvia's Place

Medium · Warm · peach 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%).

Closest shade match: Charlotte Tilbury Airbrush Flawless Foundation 10 Warm

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

Shade match
98out of 100
Colour
97
Depth
98
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$52SephoraSephora
Costs $28 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative: m.ph by Mary Phillips Le Skin Weightless Serum Foundation Tan 190 G

The most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Overall match
87out of 100
Shade (Shade match)
97
Finish (Finish & visual result)
61
Wear (Wear & performance)
100
Skin (Skin suitability)
60
Best price
$49SephoraSephora
Costs $25 more

Your shade $24 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. Shade match 84
    $53Ulta BeautyUlta BeautyCosts $29 more

    Matches: Very close colourSame matte finishClaims a blurring effect

    Differences: Medium rather than full coverageContains listed fragrance

    Score details
    Shade match
    84
    Finish & visual result
    81
    Wear & performance
    100
    Skin suitability
    100

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Medium rather than full coverage · Contains listed fragrance

    Medium confidence· Digital match

    View match
  2. Shade match 84
    $53Ulta BeautyUlta Beauty(product price)Costs $29 more

    Matches: Very close colourSame matte finishClaims a blurring effect

    Differences: Medium rather than full coverageContains listed fragrance

    Score details
    Shade match
    84
    Finish & visual result
    81
    Wear & performance
    100
    Skin suitability
    100

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Medium rather than full coverage · Contains listed fragrance

    Medium confidence· Digital match

    View match
  3. #5 · Too Faced

    Born This Way Soft Matte Foundation

    Natural Beige
    Shade match 92
    $48Ulta BeautyUlta Beauty(product price)Costs $24 more

    Matches: Very close colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Medium rather than full coverageNot marketed for dry/sensitive skin

    Score details
    Shade match
    92
    Finish & visual result
    79
    Wear & performance
    78
    Skin suitability
    60

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 34% ingredient overlap

    Differences: Medium rather than full coverage · Not marketed for dry/sensitive skin

    Medium confidence· Digital match

    View match
  4. #6 · Ulta Beauty Collection

    Complexion Crush Foundation

    Tan Warm
    Shade match 94
    $16Ulta BeautyUlta Beauty(product price)$8 less (33%)

    Matches: Very close colourSame warm undertoneSame matte finish

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

    Score details
    Shade match
    94
    Finish & visual result
    73
    Wear & performance
    54
    Skin suitability
    100

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Medium rather than full coverage · No long-wear claim · Does not claim not settling into lines

    Medium confidence· Digital match

    View match
  5. #7 · Rare Beauty

    True to Myself Natural Matte Longwear Foundation

    34 Medium Deep Warm
    Shade match 93
    $38SephoraSephoraCosts $14 more

    Matches: Near-identical swatch colourSame matte finishClaims a skin-like finish

    Differences: Olive rather than warm undertoneMedium rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    93
    Finish & visual result
    73
    Wear & performance
    58
    Skin suitability
    80

    Looks identical · Matte · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Olive rather than warm undertone · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for dry skin

    Retailer shade note: warm olive

    Medium confidence· Digital match

    View match
  6. #8 · Rare Beauty

    True to Myself Natural Matte Longwear Foundation

    32 Medium Deep Neutral
    Shade match 93
    $38SephoraSephoraCosts $14 more

    Matches: Very close colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Medium rather than full coverageDoes not claim not settling into linesNot marketed for dry skin

    Score details
    Shade match
    93
    Finish & visual result
    73
    Wear & performance
    58
    Skin suitability
    80

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Medium rather than full coverage · Does not claim not settling into lines · Not marketed for dry skin

    Retailer shade note: neutral peach

    Medium confidence· Digital match

    View match
  7. #9 · Charlotte Tilbury

    Airbrush Flawless Foundation

    11 Warm
    Shade match 91
    $52Ulta BeautyUlta BeautyCosts $28 more

    Matches: Very close colourSame warm undertoneSame matte finish

    Differences: Slightly deeperMedium rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    91
    Finish & visual result
    73
    Wear & performance
    58
    Skin suitability
    100

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Slightly deeper · Medium rather than full coverage · Does not claim not settling into lines · Contains drying alcohol

    Retailer shade note: tan with warm undertones

    Medium confidence· Digital match

    View match
  8. #10 · NARS

    Light Reflecting Foundation

    Seville
    Shade match 91
    $55Ulta BeautyUlta Beauty(product price)Costs $31 more

    Matches: Very close colourSame warm undertoneClaims a blurring effect

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

    Score details
    Shade match
    91
    Finish & visual result
    62
    Wear & performance
    82
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 14% 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: M3.15 - medium-deep to deep with warm undertones

    Medium confidence· Digital match

    View match
  9. #11 · Sephora Collection

    Best Skin Ever Liquid Foundation

    28Y
    Shade match 90
    $24SephoraSephoraSame price

    Matches: Very close colourSame warm undertoneBoth claim long-wearing

    Differences: Slightly deeperNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    90
    Finish & visual result
    67
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Slightly deeper · 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 yellow undertones

    Medium confidence· Digital match

    View match
  10. #12 · Rare Beauty

    True to Myself Natural Matte Longwear Foundation

    30 Medium Warm
    Shade match 88
    $38SephoraSephoraCosts $14 more

    Matches: Very close colourSame matte finishClaims a skin-like finish

    Differences: Olive rather than warm undertoneMedium rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    88
    Finish & visual result
    73
    Wear & performance
    58
    Skin suitability
    80

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Olive rather than warm undertone · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for dry skin

    Retailer shade note: warm olive

    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 420 Havana (Medium · Warm · peach undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NC44

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NC44

    • Looks identical
    • Medium · Warm · golden undertone

    $30

  2. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Maple 8.5

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Maple 8.5

    • Very close colour
    • Medium · Warm · peach undertone

    $39

  3. Milk Makeup Future Fluid Longwear Hydrating Concealer

    18W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 18W

    • Very close colour
    • Medium tan · Warm undertone

    $30

  4. Kosas Revealer Super Creamy + Brightening Concealer

    Tone 7.5 W

    Kosas Revealer Super Creamy + Brightening Concealer, shade Tone 7.5 W

    • Very close colour
    • Medium · Warm · peach undertone

    $32

  5. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Brittle 6.5 Golden

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Brittle 6.5 Golden

    • Close colour
    • Medium · Warm · golden undertone

    $31

  6. Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer

    400

    Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer, shade 400

    • Close colour
    • Medium · Warm undertone

    $30

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

Charlotte Tilbury Airbrush Flawless Foundation in 10 Warm, against Juvia's Place I Am Magic Velvety Matte Foundation in 420 Havana. Every attribute compared, with its share of the score.

ComparedYour shade420 HavanaClosest shade match10 WarmScore
Shade match55% of overall98
Colour97#d6874f#d68a53Looks identicalColour difference 0.9 (0 is identical)
Depth98MediumMediumSameDepth difference: 1.1
Retailer descriptionTanTanBoth described as tanThe retailers describe the same depth
Undertone100Warm · peachWarmClosefrom retailer shade descriptions
Finish & visual result25% of overall73
Finish100MatteMatteSameSame matte finish
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
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall58
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 stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
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 86/100Shade match 98/100Medium 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 Charlotte Tilbury Airbrush Flawless Foundation in 10 Warm.

Same or better

  • Near-identical swatch colour
  • Same warm undertone
  • Same matte finish
  • Medium rather than full coverage
  • Claims a skin-like finish
  • Claims a blurring effect
  • Claims transfer resistance
  • Claims colour stability
  • Both claim a lightweight feel

Different

  • Does not claim not settling into lines
  • Contains alcohol

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 12%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol)
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high

Why the closest overall alternative works

m.ph by Mary Phillips Le Skin Weightless Serum Foundation in Tan 190 G, against Juvia's Place I Am Magic Velvety Matte Foundation in 420 Havana. Every attribute compared, with its share of the score.

ComparedYour shade420 HavanaClosest overall alternativeTan 190 GScore
Shade match55% of overall97
Colour96#d6874f#d08650Looks identicalColour difference 1.2 (0 is identical)
Depth98MediumMedium tanCloseDepth difference: 1.3
Retailer descriptionTanTanBoth described as tanThe retailers describe the same depth
Undertone100Warm · peachWarm · goldenClosefrom 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 compared100
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
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 overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, dry, combinationBoth marketed for combination/​dry/​normal skin
Overall match 87/100Shade 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 m.ph by Mary Phillips Le Skin Weightless Serum Foundation in Tan 190 G.

Same or better

  • Near-identical swatch colour
  • Same warm undertone
  • Medium rather than full coverage
  • Claims a skin-like finish
  • Both claim long-wearing
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Natural finish instead of matte
  • Not marketed for oily/sensitive skin
  • Contains alcohol

Ingredients (information only, not scored)

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

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol)
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone high vs high

Where to buy

Closest shade match

Charlotte Tilbury Airbrush Flawless Foundation 10 Warm

Best price
$52SephoraSephora
Costs $28 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative

m.ph by Mary Phillips Le Skin Weightless Serum Foundation Tan 190 G

Best price
$49SephoraSephora
Costs $25 more

Your shade $24 at Ulta Beauty

How these matches are scored

31 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.