I Am Magic Velvety Matte Foundation 430 Rio dupes and alternatives Juvia's Place
4.3 (6,617)·Deep tan · Olive · warm olive 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.
$16Ulta Beauty(product price)$8 less (33%)4.5 (15,723)
Matches: Very close colour· Same matte finish
Differences: Warm rather than olive undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
90
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: Warm rather than olive 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
Differences: Warm rather than olive undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
85
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: Warm rather than olive 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· Claims a blurring effect
Differences: Warm rather than olive undertone· Buildable rather than full coverage· Does not claim not settling into lines
Score details
Shade match
85
Finish & visual result
81
Wear & performance
54
Skin suitability
60
Close colour · Matte · Buildable coverage
Ingredients (not scored): 21% ingredient overlap
Differences: Warm rather than olive 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 olive undertone· Buildable rather than full coverage· No long-wear claim
Score details
Shade match
84
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: Neutral rather than olive 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· Claims colour stability
Differences: Neutral rather than olive undertone· Natural rather than matte finish· Buildable rather than full coverage
Score details
Shade match
86
Finish & visual result
62
Wear & performance
51
Skin suitability
100
Very close colour · Natural · Buildable coverage
Ingredients (not scored): 29% ingredient overlap
Differences: Neutral rather than olive undertone · Natural rather than matte finish · Buildable rather than full coverage · No long-wear claim · Does not claim not settling into lines
The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 430 Rio (Deep tan · Olive · warm olive 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 match works
Huda Beauty Easy Blur Natural Airbrush Foundation in Mocha 500G, against Juvia's Place I Am Magic Velvety Matte Foundation in 430 Rio. Every attribute compared, with its share of the score.
ComparedYour shade430 RioClosest matchMocha 500GHow they compareScore
Shade match55% of overall93
Colour60%97#b16c35#b06e3aLooks identicalColour difference 0.9 (0 is identical)
Overall match 82/100Shade match 93/100Medium 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.
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.
Sephora
Ulta Beauty(product price)$8 less (33%)
Walmart
