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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-free3No drying alcohol3Vegan0Cruelty-free0Oil-free0With SPF0Mineral2

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3 of 32

Only showing matches in serum form, without talc.

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

Closest shade matchClosest overall alternative: Well People Skinforia Serum Foundation 10 Fair Cool

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
Well People
10 Fair Cool
Depth and undertone: Fair · Cool
Finish and coverage: Natural · Buildable coverage
Overall match
83out of 100
Shade (Shade match)
93
Finish (Finish & visual result)
61
Wear (Wear & performance)
82
Skin (Skin suitability)
80
Shade match
93out of 100
Colour
96
Depth
96
Undertone
85
Medium confidence· Digital matchWhy it matches
Best price
$21Ulta BeautyUlta Beauty
$3 less (13%)

Your shade $24 at Ulta Beauty

Ulta BeautyView at Ulta Beauty

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 · Well People

    Skinforia Serum Foundation

    14 Fair Neutral
    Shade match 93
    $21$30Ulta BeautyUlta Beauty$3 less (13%)

    Matches: Very close colourSame neutral undertoneClaims a skin-like finish

    Differences: Natural rather than matte finishBuildable rather than full coverageDoes not claim not settling into lines

    Score details
    Shade match
    93
    Finish & visual result
    61
    Wear & performance
    82
    Skin suitability
    80

    Very close colour · Natural · Buildable coverage

    Ingredients (not scored): 2% ingredient overlap

    Differences: Natural rather than matte finish · Buildable rather than full coverage · Does not claim not settling into lines · Not marketed for sensitive skin

    Medium confidence· Digital match

    View match
  2. #3 · 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 match works

Well People Skinforia Serum Foundation in 10 Fair Cool, 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 match10 Fair CoolScore
Shade match55% of overall93
Colour96#ecc5a8#f2c9abLooks identicalColour difference 1.2 (0 is identical)
Depth96FairFairSameDepth difference: 2.3
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Undertone85Neutral · neutral pinkCoolClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared61
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullBuildableCloseBuildable coverage rather than full (buildable: one step of tolerance)
Skin-like finish40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
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 overall80
Skin type80Combination, dry, normal, oily, sensitiveCombination, dry, normal, oilyBoth marketed for combination/​dry/​normal/​oily skin
Overall match 83/100Shade match 93/100Medium 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 Well People Skinforia Serum Foundation in 10 Fair Cool.

Same or better

  • $3 less
  • Near-identical swatch colour
  • Similar undertone (cool vs neutral)
  • Buildable rather than full coverage
  • Claims a skin-like finish
  • 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 sensitive skin

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeno silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs unknown-based; silicone high vs none
View full match

Where to buy 10 Fair Cool

Best price
$21Ulta BeautyUlta Beauty
$3 less (13%)

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.