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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%).

Filters, 2 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan1Cruelty-free1Oil-free1With SPF0Mineral0

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Only showing matches with medium coverage, in stick form.

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

Closest shade matchClosest overall alternative: MERIT The Minimalist Perfecting Complexion Foundation and Concealer Stick Sienna

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
430 RioChange shade
Depth and undertone: Deep tan · Olive · warm olive
Finish and coverage: Matte · Full coverage
The match
MERIT
Sienna
Depth and undertone: Tan · Warm
Finish and coverage: Natural · Medium coverage
Overall match
82out of 100
Shade (Shade match)
85
Finish (Finish & visual result)
67
Wear (Wear & performance)
100
Skin (Skin suitability)
60
Shade match
85out of 100
Colour
84
Depth
97
Undertone
80
Medium confidence· Digital matchWhy it matches
Best price
$38SephoraSephora
Costs $14 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

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 match works

MERIT The Minimalist Perfecting Complexion Foundation and Concealer Stick in Sienna, 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 matchSiennaScore
Shade match55% of overall85
Colour84#b16c35#ae7345Close colourColour difference 3.1 (0 is identical)
Depth97Deep tanTanCloseDepth difference: 2.1
Retailer descriptionTanMedium tanSome differenceRetailer descriptions one depth band apart
Undertone80Olive · warm oliveWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared67
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
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, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 82/100Shade match 85/100Medium 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 MERIT The Minimalist Perfecting Complexion Foundation and Concealer Stick in Sienna.

Same or better

  • Medium rather than full coverage
  • Both claim long-wearing
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Small colour difference on the swatch
  • Warm rather than olive undertone
  • Natural finish instead of matte
  • Not marketed for dry/sensitive skin

Ingredients (information only, not scored)

2 shared ingredients; weighted similarity 2%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, high siliconemoderate silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs unknown-based; silicone high vs moderate
View full match

Where to buy Sienna

Best price
$38SephoraSephora
Costs $14 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.