Beautler.Your beauty butler

I Am Magic Velvety Matte Foundation 710 Maricao dupes and alternatives Juvia's Place

Light · Neutral · neutral golden 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

  • Matte4
  • Natural matte0
  • Natural0
  • Radiant0

Formulation

Skin type

Preferences

Fragrance-free3No drying alcohol3Vegan0Cruelty-free0Oil-free1With SPF2Mineral0

Avoid an ingredient

Sort

4 of 30

Only showing matches with full coverage, in liquid form.

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

Closest shade matchClosest overall alternative: Gucci 24 Hour Full Coverage Luminous Matte Finish Foundation 230W

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
710 MaricaoChange shade
Depth and undertone: Light · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
The match
Gucci
230W
Depth and undertone: Fair · Warm
Finish and coverage: Matte · Full coverage
Overall match
87out of 100
Shade (Shade match)
91
Finish (Finish & visual result)
100
Wear (Wear & performance)
61
Skin (Skin suitability)
60
Shade match
91out of 100
Colour
92
Depth
99
Undertone
85
Medium confidence· Digital matchWhy it matches
Best price
$69SephoraSephora
Costs $45 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. #2 · Anastasia Beverly Hills

    Impeccable Blurring Second-Skin Matte Foundation

    0CR
    Shade match 83
    $49SephoraSephoraCosts $25 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: Slightly cooler undertoneNot marketed for dry/sensitive skinContains drying alcohol

    Score details
    Shade match
    83
    Finish & visual result
    79
    Wear & performance
    86
    Skin suitability
    60

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 16% ingredient overlap

    Differences: Slightly cooler undertone · Not marketed for dry/sensitive skin · Contains drying alcohol

    Retailer shade note: very fair skin with cool rosy undertones

    Medium confidence· Digital match

    View match
  2. #3 · MAC Cosmetics

    Studio Fix Fluid SPF 15 Foundation

    NW10
    Shade match 79
    $39SephoraSephoraCosts $15 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly cooler undertoneNot marketed for combination/dry/sensitive skin

    Score details
    Shade match
    79
    Finish & visual result
    100
    Wear & performance
    70
    Skin suitability
    40

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 33% ingredient overlap

    Differences: Slightly cooler undertone · Not marketed for combination/dry/sensitive skin

    Retailer shade note: fair with pink undertones

    Medium confidence· Digital match

    View match
  3. #4 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    CN 10 Alabaster
    Shade match 81
    $49SephoraSephoraCosts $25 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Slightly cooler undertoneDoes not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    81
    Finish & visual result
    100
    Wear & performance
    51
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 25% ingredient overlap

    Differences: Slightly cooler undertone · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for combination/sensitive skin

    Retailer shade note: very fair, cool-neutal 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 710 Maricao (Light · Neutral · neutral golden undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    11.0 Light Nude

    IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer, shade 11.0 Light Nude

    • Looks identical
    • Fair · Neutral undertone

    $30

    SephoraView at Sephora
  2. CoverGirl TruBlend Undercover Concealer

    Classic Ivory

    CoverGirl TruBlend Undercover Concealer, shade Classic Ivory

    • Very close colour
    • Light · Neutral · neutral golden undertone

    $12.99

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

    Very Fair 0.5N

    bareMinerals ORIGINAL Liquid Mineral Brightening Concealer, shade Very Fair 0.5N

    • Very close colour
    • Fair · Neutral undertone

    $31

    Ulta BeautyView at Ulta Beauty
  4. NARS Radiant Creamy Concealer

    Vanilla

    NARS Radiant Creamy Concealer, shade Vanilla

    • Very close colour
    • Fair · Neutral undertone

    $36

    SephoraView at Sephora
  5. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Sand 1.45

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Sand 1.45

    • Very close colour
    • Light · Neutral undertone

    $39

    SephoraView at Sephora
  6. Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer

    1.5

    Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer, shade 1.5

    • Very close colour
    • Light · Neutral undertone

    $42

    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

Gucci 24 Hour Full Coverage Luminous Matte Finish Foundation in 230W, against Juvia's Place I Am Magic Velvety Matte Foundation in 710 Maricao. Every attribute compared, with its share of the score.

ComparedYour shade710 MaricaoClosest match230WScore
Shade match55% of overall91
Colour92#e3c5ad#e8c6a8Very close colourColour difference 2.1 (0 is identical)
Depth99LightFairCloseDepth difference: 0.8
Retailer descriptionVery fairFairSome differenceRetailer descriptions one depth band apart
Undertone85Neutral · neutral goldenWarmClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared100
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
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 · 4 of 5 compared61
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 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 87/100Shade match 91/100Medium 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 Gucci 24 Hour Full Coverage Luminous Matte Finish Foundation in 230W.

Same or better

  • Very close colour
  • Similar undertone (warm vs neutral)
  • Same matte finish
  • Same full coverage
  • Claims transfer resistance
  • Both claim a lightweight feel

Different

  • Does not claim not settling into lines
  • Not marketed for dry/sensitive skin
  • Fragrance is listed in the formula

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 23%. Ingredients only affect results through the filters.

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

Where to buy 230W

Best price
$69SephoraSephora
Costs $45 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

30 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.