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I Am Magic Velvety Matte Foundation 430 Rio dupes and alternatives Juvia's Place

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%).

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Finish

Formulation

Skin type

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Fragrance-free7No drying alcohol4Vegan2Cruelty-free3Oil-free1With SPF0Mineral0

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8 of 31

Only showing matches with medium coverage, in liquid form.

  • 11 matches have no formulation listed and are not shown.

Closest shade match: Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation Medium 23

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

Your shade
Juvia's Place
430 RioChange shade
Depth and undertone: Deep tan · Olive · warm olive
Finish and coverage: Matte · Full coverage
The match
Pat McGrath Labs
Medium 23
Depth and undertone: Tan · Olive · warm olive
Finish and coverage: Radiant · Medium coverage
Shade match
95out of 100
Colour
93
Depth
97
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$69Ulta BeautyUlta Beauty
Costs $45 more

Your shade $24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative: NARS Light Reflecting Foundation Macao

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

Your shade
Juvia's Place
430 RioChange shade
Depth and undertone: Deep tan · Olive · warm olive
Finish and coverage: Matte · Full coverage
The match
NARS
Macao
Depth and undertone: Deep tan · Olive
Finish and coverage: Natural · Medium coverage
Overall match
83out of 100
Shade (Shade match)
95
Finish (Finish & visual result)
62
Wear (Wear & performance)
82
Skin (Skin suitability)
60
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. #3 · Rare Beauty

    True to Myself Natural Matte Longwear Foundation

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

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

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

    Retailer shade note: warm golden

    Medium confidence· Digital match

    View match
  2. #4 · NARS

    Light Reflecting Foundation

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

    Matches: Very close colourClaims a blurring effectBoth claim long-wearing

    Differences: Warm rather than olive undertoneNatural rather than matte finishMedium rather than full coverage

    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: Warm rather than olive 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

    Medium confidence· Digital match

    View match
  3. #5 · m.ph by Mary Phillips

    Le Skin Weightless Serum Foundation

    Tan 200 N
    Shade match 85
    $49SephoraSephoraCosts $25 more

    Matches: Very close colourClaims a skin-like finishBoth claim long-wearing

    Differences: Neutral rather than olive undertoneNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    85
    Finish & visual result
    61
    Wear & performance
    100
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 7% ingredient overlap

    Differences: Neutral rather than olive undertone · Natural rather than matte finish · Medium rather than full coverage · Not marketed for oily/sensitive skin · Contains drying alcohol

    Retailer shade note: tan with neutral undertones

    Medium confidence· Digital match

    View match
  4. #6 · Haus Labs

    Triclone Skin Tech Medium Coverage Foundation

    470 Medium Deep
    Shade match 92
    $52SephoraSephoraCosts $28 more

    Matches: Near-identical swatch colourClaims a blurring effectBoth claim long-wearing

    Differences: Warm rather than olive undertoneNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    92
    Finish & visual result
    55
    Wear & performance
    82
    Skin suitability
    60

    Looks identical · Natural · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Warm rather than olive undertone · Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination/oily skin · Contains drying alcohol

    Retailer shade note: with golden undertones

    Medium confidence· Digital match

    View match
  5. #7 · Sephora Collection

    Best Skin Ever Liquid Foundation

    29N
    Shade match 85
    $24SephoraSephoraSame price

    Matches: Very close colourBoth claim long-wearingClaims transfer resistance

    Differences: Neutral rather than olive undertoneNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    85
    Finish & visual result
    67
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: Neutral rather than olive 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

    Medium confidence· Digital match

    View match
  6. #8 · Make Up For Ever

    Balancing & Perfecting Natural Finish Longwear Foundation

    362N Oak
    Shade match 86
    $49SephoraSephoraCosts $25 more

    Matches: Very close colourClaims a blurring effectBoth claim long-wearing

    Differences: Neutral rather than olive undertoneNatural rather than matte finishMedium rather than full coverage

    Score details
    Shade match
    86
    Finish & visual result
    55
    Wear & performance
    82
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Neutral rather than olive undertone · Natural rather than matte finish · Medium rather than full coverage · Does not claim not settling into lines · Not marketed for oily/sensitive skin · Contains listed fragrance · Contains drying alcohol

    Retailer shade note: for darker tan skin with golden 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 430 Rio (Deep tan · Olive · warm olive undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. NARS Soft Matte Complete Concealer

    Chocolat

    NARS Soft Matte Complete Concealer, shade Chocolat

    • Looks identical
    • Deep tan · Warm undertone

    $36

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

    3N59

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 3N59

    • Looks identical
    • Deep tan · Neutral · neutral golden undertone

    $35

    SephoraView at Sephora
  3. Milk Makeup Future Fluid Longwear Hydrating Concealer

    21W

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 21W

    • Very close colour
    • Tan · Warm undertone

    $30

    Ulta BeautyView at Ulta Beauty
  4. bareMinerals ORIGINAL Liquid Mineral Brightening Concealer

    Tan 4W

    bareMinerals ORIGINAL Liquid Mineral Brightening Concealer, shade Tan 4W

    • Very close colour
    • Tan · Warm · yellow undertone

    $31

    Ulta BeautyView at Ulta Beauty
  5. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Salted Caramel 7.3 Golden

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Salted Caramel 7.3 Golden

    • Close colour
    • Tan · Warm · golden undertone

    $31

    SephoraView at Sephora
  6. Glossier Stretch Concealer for Dewy Buildable Coverage

    Medium Tan 4

    Glossier Stretch Concealer for Dewy Buildable Coverage, shade Medium Tan 4

    • Close colour
    • Tan · Warm · peach undertone

    $22

    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 shade match works

Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation in Medium 23, 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 shade matchMedium 23Score
Shade match55% of overall95
Colour93#b16c35#b0713cVery close colourColour difference 1.9 (0 is identical)
Depth97Deep tanTanCloseDepth difference: 1.6
Retailer descriptionTanMedium tanSome differenceRetailer descriptions one depth band apart
Undertone100Olive · warm oliveOlive · warm oliveSamefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared35
Finish12MatteRadiantDifferentRadiant finish rather than matte
Coverage60FullMediumSome differenceMedium coverage rather than full
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 · 3 of 5 compared54
Longevity40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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, dry, combinationBoth marketed for combination/​dry/​normal skin
Overall match 72/100Shade match 95/100Medium 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 Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation in Medium 23.

Same or better

  • Very close colour
  • Same olive undertone
  • Claims a blurring effect
  • Both claim a lightweight feel

Different

  • Radiant finish instead of matte
  • Medium rather than full coverage
  • No long-wear claim
  • Does not claim not settling into lines
  • Not marketed for oily/sensitive skin
  • Contains alcohol

Ingredients (information only, not scored)

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

AttributeYour shadeClosest shade match
BaseWater-based, high siliconehigh silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol)
SPFNot listedNot listed
OverlapWater-based vs unknown-based; silicone high vs high
View full match

Why the closest overall alternative works

NARS Light Reflecting Foundation in Macao, 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 overall alternativeMacaoScore
Shade match55% of overall95
Colour95#b16c35#b16f36Looks identicalColour difference 1.3 (0 is identical)
Depth98Deep tanDeep tanSameDepth difference: 1.0
Retailer descriptionTanMedium tanSome differenceRetailer descriptions one depth band apart
Undertone90Olive · warm oliveOliveClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared62
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
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 · 3 of 5 compared82
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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, dry, combinationBoth marketed for combination/​dry/​normal skin
Overall match 83/100Shade match 95/100Medium 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 Light Reflecting Foundation in Macao.

Same or better

  • Near-identical swatch colour
  • Same olive undertone
  • Medium rather than full coverage
  • Claims a blurring effect
  • Both claim long-wearing
  • Both claim a lightweight feel

Different

  • Natural finish instead of matte
  • Does not claim not settling into lines
  • Not marketed for oily/sensitive skin

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 14%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs none
View full match

Where to buy

Closest shade match

Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation Medium 23

Match price
$69Ulta BeautyUlta Beauty
Costs $45 more

Your shade $24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative

NARS Light Reflecting Foundation Macao

Best price
$55SephoraSephora
Costs $31 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

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.