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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%).

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Fragrance-free7No drying alcohol9Vegan1Cruelty-free1Oil-free1With SPF4Mineral1

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Only showing matches with full coverage, without talc.

Closest shade match: Clinique Beyond Perfecting Foundation + Concealer CN 32 Buttermilk

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

Your shade
Juvia's Place
730 IslaChange shade
Depth and undertone: Fair · Neutral · neutral pink
Finish and coverage: Matte · Full coverage
The match
Clinique
CN 32 Buttermilk
Depth and undertone: Fair · Neutral · neutral pink
Finish and coverage: Natural · Full coverage
Shade match
97out of 100
Colour
95
Depth
96
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$41Ulta BeautyUlta Beauty
Costs $17 more

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative: MAC Cosmetics Studio Fix Fluid SPF 15 Foundation NW10

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
730 IslaChange shade
Depth and undertone: Fair · Neutral · neutral pink
Finish and coverage: Matte · Full coverage
The match
MAC Cosmetics
NW10
Depth and undertone: Fair · Cool · pink
Finish and coverage: Matte · Full coverage
Overall match
89out of 100
Shade (Shade match)
94
Finish (Finish & visual result)
100
Wear (Wear & performance)
70
Skin (Skin suitability)
40
Medium confidence· Digital matchWhy it matches
Best price
$39SephoraSephora
Costs $15 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 · LORAC

    PRO Soft Focus Longwear Foundation

    03
    Shade match 87
    $38Ulta BeautyUlta Beauty(product price)Costs $14 more

    Matches: Near-identical swatch colourSame neutral undertoneSame matte finish

    Differences: Does not claim not settling into lines

    Score details
    Shade match
    87
    Finish & visual result
    89
    Wear & performance
    82
    Skin suitability
    100

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 19% ingredient overlap

    Differences: Does not claim not settling into lines

    Retailer shade note: fair with warm-neutral undertones

    Medium confidence· Digital match

    View match
  2. #4 · Milani

    Conceal + Perfect 2-in-1 Foundation

    Nude
    Shade match 87
    $12.99Ulta BeautyUlta Beauty(product price)$11.01 less (46%)

    Matches: Near-identical swatch colourSame neutral undertoneSame matte finish

    Differences: Does not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    87
    Finish & visual result
    100
    Wear & performance
    68
    Skin suitability
    50

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 15% ingredient overlap

    Differences: Does not claim not settling into lines · Does not claim a lightweight feel

    Medium confidence· Digital match

    View match
  3. #5 · IT Cosmetics

    CC+ Cream Full Coverage Color Correcting Foundation

    Light Medium
    Shade match 92
    $39SephoraSephoraCosts $15 more

    Matches: Very close colourSame neutral undertoneSame full coverage

    Differences: Natural rather than matte finishDoes not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    92
    Finish & visual result
    76
    Wear & performance
    68
    Skin suitability
    100

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Natural rather than matte finish · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance

    Retailer shade note: cool to neutral undertones

    Medium confidence· Digital match

    View match
  4. #6 · L'Oréal Paris

    Infallible 32H Fresh Wear Foundation

    415 Rose Ivory
    Shade match 94
    $18.99Ulta BeautyUlta Beauty(product price)$5.01 less (21%)

    Matches: Near-identical swatch colourSimilar undertone (cool vs neutral)Same full coverage

    Differences: Natural rather than matte finishDoes not claim not settling into linesContains listed fragrance

    Score details
    Shade match
    94
    Finish & visual result
    76
    Wear & performance
    58
    Skin suitability
    100

    Looks identical · Natural · Full coverage

    Ingredients (not scored): 22% ingredient overlap

    Differences: Natural rather than matte finish · Does not claim not settling into lines · Contains listed fragrance · Contains drying alcohol

    Medium confidence· Digital match

    View match
  5. #7 · Gucci

    24 Hour Full Coverage Luminous Matte Finish Foundation

    140W
    Shade match 83
    $69SephoraSephoraCosts $45 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: Slightly warmer undertoneDoes not claim not settling into linesNot marketed for dry/sensitive skin

    Score details
    Shade match
    83
    Finish & visual result
    100
    Wear & performance
    61
    Skin suitability
    60

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 23% ingredient overlap

    Differences: Slightly warmer undertone · Does not claim not settling into lines · Not marketed for dry/sensitive skin · Contains listed fragrance

    Retailer shade note: fair with warm undertones

    Medium confidence· Digital match

    View match
  6. #8 · L'Oréal Paris

    Infallible Pro-Matte Foundation

    101.5 Ivory Buff
    Shade match 88
    $14.99Ulta BeautyUlta Beauty(product price)$9.01 less (38%)

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Does not claim not settling into linesNot marketed for combination/dry/sensitive skin

    Score details
    Shade match
    88
    Finish & visual result
    89
    Wear & performance
    61
    Skin suitability
    40

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Does not claim not settling into lines · Not marketed for combination/dry/sensitive skin

    Medium confidence· Digital match

    View match
  7. #9 · BLK/OPL

    TRUE COLOR Skin Perfecting Stick Foundation SPF 15

    Light Tones
    Shade match 80
    $14.59TargetTarget$9.41 less (39%)

    Matches: Same matte finishSame full coverageClaims a blurring effect

    Differences: Slightly deeperDoes not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    80
    Finish & visual result
    89
    Wear & performance
    68
    Skin suitability
    100

    Colour not compared · Matte · Full coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: Slightly deeper · Does not claim not settling into lines · Does not claim a lightweight feel

    Low confidence· Digital match

    View match
  8. #10 · MAC Cosmetics

    Studio Radiance Serum Powered Foundation

    NW11
    Shade match 93
    $46Ulta BeautyUlta Beauty(product price)Costs $22 more

    Matches: Near-identical swatch colourSimilar undertone (cool vs neutral)Same full coverage

    Differences: Radiant rather than matte finish

    Score details
    Shade match
    93
    Finish & visual result
    50
    Wear & performance
    75
    Skin suitability
    100

    Looks identical · Radiant · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Radiant rather than matte finish

    Retailer shade note: very fair beige with rosy undertone for very fair skin

    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 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 shade match works

Clinique Beyond Perfecting Foundation + Concealer in CN 32 Buttermilk, 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 shade matchCN 32 ButtermilkScore
Shade match55% of overall97
Colour95#ecc5a8#f2c9a9Looks identicalColour difference 1.4 (0 is identical)
Depth96FairFairSameDepth difference: 2.2
Retailer descriptionVery fairVery fairBoth described as very fairThe retailers describe the same depth
Undertone100Neutral · neutral pinkNeutral · neutral pinkSamefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared76
Finish56MatteNaturalSome differenceNatural finish rather than matte
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 compared63
Longevity70Long-wearing24-hour wearSome differenceThe match claims 24-hour wear; your product says long-wearing without hours
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 stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type60Combination, dry, normal, oily, sensitiveNormal, dry, oilyBoth marketed for dry/​normal/​oily skin
Overall match 85/100Shade match 97/100Medium 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 Clinique Beyond Perfecting Foundation + Concealer in CN 32 Buttermilk.

Same or better

  • Near-identical swatch colour
  • Same neutral undertone
  • Same full coverage
  • Claims colour stability
  • Both claim a lightweight feel

Different

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

Ingredients (information only, not scored)

12 shared ingredients; weighted similarity 25%. Ingredients only affect results through the filters.

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

Why the closest overall alternative works

MAC Cosmetics Studio Fix Fluid SPF 15 Foundation in NW10, 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 overall alternativeNW10Score
Shade match55% of overall94
Colour97#ecc5a8#edc8adLooks identicalColour difference 1.0 (0 is identical)
Depth98FairFairSameDepth difference: 1.3
Retailer descriptionVery fairFairSome differenceRetailer descriptions one depth band apart
Undertone85Neutral · neutral pinkCool · pinkClosefrom 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 overall70
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
Settling100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall40
Skin type40Combination, dry, normal, oily, sensitiveNormal, oilyBoth marketed for normal/​oily skin
Overall match 89/100Shade match 94/100Medium 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 MAC Cosmetics Studio Fix Fluid SPF 15 Foundation in NW10.

Same or better

  • Near-identical swatch colour
  • Similar undertone (cool vs neutral)
  • Same matte finish
  • Same full coverage
  • Claims transfer resistance
  • Both claim not settling into lines
  • Claims colour stability
  • Both claim a lightweight feel
  • Adds SPF 15

Different

  • Not marketed for combination/dry/sensitive skin

Ingredients (information only, not scored)

14 shared ingredients; weighted similarity 33%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 15
OverlapBoth water-based; silicone high vs high
View full match

Where to buy

Closest shade match

Clinique Beyond Perfecting Foundation + Concealer CN 32 Buttermilk

Match price
$41Ulta BeautyUlta Beauty
Costs $17 more

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative

MAC Cosmetics Studio Fix Fluid SPF 15 Foundation NW10

Best price
$39SephoraSephora
Costs $15 more

Your shade $24 at Ulta Beauty

SephoraView at Sephora

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.