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I Am Magic Velvety Matte Foundation 730 Isla dupes and alternatives Juvia's Place

Fair · Neutral · neutral pink 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, 3 applied

Coverage

Finish

  • Matte1
  • Natural matte0
  • Natural0
  • Radiant0

Formulation

  • Liquid0
  • Stick0
  • Powder1
  • Cushion0
  • Serum0
  • Gel0

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free1Oil-free0With SPF0Mineral1

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1 of 32

Only showing matches made for dry skin, with medium coverage, without silicones.

  • 2 matches have no skin type listed and are not shown.

Closest shade matchClosest overall alternative: Ulta Beauty Collection Velvet Veil Minerals Powder Foundation Medium Warm

The equivalent shade and the most similar foundation overall.

Your shade
Juvia's Place
730 IslaChange shade
Depth and undertone: Fair · Neutral · neutral pink
Finish and coverage: Matte · Full coverage
The match
Ulta Beauty Collection
Medium Warm
Depth and undertone: Fair · Warm
Finish and coverage: Matte · Medium coverage
Overall match
82out of 100
Shade (Shade match)
83
Finish (Finish & visual result)
91
Wear (Wear & performance)
54
Skin (Skin suitability)
100
Shade match
83out of 100
Colour
96
Depth
96
Undertone
45
Medium confidence· Digital matchWhy it matches
Best price
$16Ulta BeautyUlta Beauty
$8 less (33%)

Your shade $24 at Ulta Beauty

Ulta BeautyView at Ulta Beauty

Looking for a concealer in your shade?

The closest shade to Juvia's Place I Am Magic Velvety Matte Foundation 730 Isla (Fair · Neutral · neutral pink undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Dior Forever Skin Correct Full-Coverage Concealer

    1N Neutral

    Dior Forever Skin Correct Full-Coverage Concealer, shade 1N Neutral

    • Looks identical
    • Fair · Neutral undertone

    $42

    Ulta BeautyView at Ulta Beauty
  2. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Sand 1.45

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Sand 1.45

    • Looks identical
    • Light · Neutral undertone

    $39

    SephoraView at Sephora
  3. Clinique Even Better All-Over Concealer + Eraser

    CN 40 Cream Chamois

    Clinique Even Better All-Over Concealer + Eraser, shade CN 40 Cream Chamois

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

    $22

    SephoraView at Sephora
  4. 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

    • Looks identical
    • Light · Neutral undertone

    $42

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

    1N02

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 1N02

    • Very close colour
    • Fair · Neutral · neutral pink undertone

    $35

    SephoraView at Sephora
  6. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW11

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW11

    • Very close colour
    • Fair · Cool · rosy undertone

    $30

    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

Ulta Beauty Collection Velvet Veil Minerals Powder Foundation in Medium Warm, against Juvia's Place I Am Magic Velvety Matte Foundation in 730 Isla. Every attribute compared, with its share of the score.

ComparedYour shade730 IslaClosest matchMedium WarmScore
Shade match55% of overall83
Colour96#ecc5a8#f0caaeLooks identicalColour difference 1.2 (0 is identical)
Depth96FairFairSameDepth difference: 2.4
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Undertone45Neutral · neutral pinkWarmDifferentfrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared91
Finish100MatteMatteSameSame matte finish
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 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 overall100
Skin type100Combination, dry, normal, oily, sensitiveCombination, dry, normal, oily, sensitiveBoth marketed for combination/​dry/​normal/​oily/​sensitive skin
Overall match 82/100Shade match 83/100Medium 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 Ulta Beauty Collection Velvet Veil Minerals Powder Foundation in Medium Warm.

Same or better

  • $8 less
  • Near-identical swatch colour
  • Same matte finish
  • Medium rather than full coverage
  • Both claim a lightweight feel

Different

  • Slightly warmer undertone
  • No long-wear claim
  • Does not claim not settling into lines

Ingredients (information only, not scored)

2 shared ingredients; weighted similarity 1%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, high siliconePowder-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs powder-based; silicone high vs none
View full match

Where to buy Medium Warm

Best price
$16Ulta BeautyUlta Beauty
$8 less (33%)

Your shade $24 at Ulta Beauty

Ulta BeautyView at Ulta Beauty

How these matches are scored

32 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.