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Fit Me Dewy + Smooth Foundation 105 Fair Ivory dupes and alternatives Maybelline

Very fair · 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%).

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Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free4No drying alcohol3Vegan3Cruelty-free3Oil-free0With SPF0Mineral0

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Only showing matches with a matte finish, without fragrance.

Closest shade match: Milani Conceal + Perfect 2-in-1 Foundation Ivory

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

Your shade
Maybelline
105 Fair IvoryChange shade
Depth and undertone: Very fair · Neutral · neutral golden
Finish and coverage: Radiant · Light coverage
The match
Milani
Ivory
Depth and undertone: Very fair · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
Shade match
97out of 100
Colour
95
Depth
96
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$12.99Ulta BeautyUlta Beauty
$1.91 less (13%)

Your shade $14.90 at Walmart · product price; shade not separately priced · lowest price $11.97 at Walmart

Ulta BeautyView at Ulta Beauty

Closest overall alternative: Maybelline Fit Me Matte + Poreless Foundation Natural Ivory 112

The most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
Maybelline
105 Fair IvoryChange shade
Depth and undertone: Very fair · Neutral · neutral golden
Finish and coverage: Radiant · Light coverage
The match
Maybelline
Natural Ivory 112
Depth and undertone: Very fair · Neutral · neutral golden
Finish and coverage: Matte · Medium coverage
Overall match
72out of 100
Shade (Shade match)
95
Finish (Finish & visual result)
34
Wear (Wear & performance)
60
Skin (Skin suitability)
43
Medium confidence· Digital matchWhy it matches
Match price
$11.99Ulta BeautyUlta Beauty
$2.91 less (20%)

Your shade $14.90 at Walmart · product price; shade not separately priced · lowest price $7.97 at Walmart

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. #3 · R.E.M. Beauty

    Sweetener Foundation

    fair 9 ng
    Shade match 96
    $35Ulta BeautyUlta Beauty(product price)Costs $20.10 more

    Matches: Very close colourSame neutral undertoneClaims a blurring effect

    Differences: Matte rather than radiant finishBuildable rather than light coverageDoes not claim a lightweight feel

    Score details
    Shade match
    96
    Finish & visual result
    43
    Wear & performance
    40
    Skin suitability
    0

    Very close colour · Matte · Buildable coverage

    Ingredients (not scored): 9% ingredient overlap

    Differences: Matte rather than radiant finish · Buildable rather than light coverage · Does not claim a lightweight feel · Not marketed for dry/normal skin · No SPF

    Retailer shade note: fair to light with neutral golden undertones

    Medium confidence· Digital match

    View match
  2. #4 · R.E.M. Beauty

    Sweetener Foundation

    fair 8 n
    Shade match 95
    $35Ulta BeautyUlta Beauty(product price)Costs $20.10 more

    Matches: Near-identical swatch colourSame neutral undertoneClaims a blurring effect

    Differences: Matte rather than radiant finishBuildable rather than light coverageDoes not claim a lightweight feel

    Score details
    Shade match
    95
    Finish & visual result
    43
    Wear & performance
    40
    Skin suitability
    0

    Looks identical · Matte · Buildable coverage

    Ingredients (not scored): 9% ingredient overlap

    Differences: Matte rather than radiant finish · Buildable rather than light coverage · Does not claim a lightweight feel · Not marketed for dry/normal skin · No SPF

    Retailer shade note: fair to light with neutral undertones

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to Maybelline Fit Me Dewy + Smooth Foundation 105 Fair Ivory (Very fair · Neutral · neutral golden undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

From the same range

  1. Maybelline Fit Me Natural Finish Concealer

    010 Fair

    Maybelline Fit Me Natural Finish Concealer, shade 010 Fair

    • Looks identical
    • Very fair

    $10.99

    Ulta BeautyView at Ulta Beauty

Closest concealers

  1. Kosas Revealer Super Creamy + Brightening Concealer

    Tone 3.8 N

    Kosas Revealer Super Creamy + Brightening Concealer, shade Tone 3.8 N

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

    $32

    SephoraView at Sephora
  2. Rare Beauty Liquid Touch Brightening Concealer

    110N

    Rare Beauty Liquid Touch Brightening Concealer, shade 110N

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

    $24

    SephoraView at Sephora
  3. Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer

    110

    Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer, shade 110

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

    $12.99

    Ulta BeautyView at Ulta Beauty
  4. Laura Mercier Real Flawless Weightless Perfecting Serum Concealer

    0N1

    Laura Mercier Real Flawless Weightless Perfecting Serum Concealer, shade 0N1

    • Very close colour
    • Very fair · Neutral undertone

    $34

    SephoraView at Sephora
  5. CoverGirl TruBlend Undercover Concealer

    Light Ivory

    CoverGirl TruBlend Undercover Concealer, shade Light Ivory

    • Close colour
    • Very fair · Neutral · neutral golden undertone

    $12.99

    Ulta BeautyView at Ulta Beauty
  6. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Snow

    Too Faced Born This Way Super Coverage Multi-Use Concealer, shade Snow

    • Very close colour
    • Very fair · Neutral undertone

    $36

    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

Milani Conceal + Perfect 2-in-1 Foundation in Ivory, against Maybelline Fit Me Dewy + Smooth Foundation in 105 Fair Ivory. Every attribute compared, with its share of the score.

ComparedYour shade105 Fair IvoryClosest shade matchIvoryScore
Shade match55% of overall97
Colour95#ffd8c1#f9d4bcLooks identicalColour difference 1.4 (0 is identical)
Depth96Very fairVery fairSameDepth difference: 2.3
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone100Neutral · neutral goldenNeutral · neutral goldenSamecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared16
Finish12RadiantMatteDifferentMatte finish rather than radiant
Coverage20LightFullDifferentFull coverage rather than light
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 · 2 of 5 compared40
Longevity40Not listedLong-wearingSome differenceThe match claims long wear; your product does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall50
Skin type50Dry, normalNot publishedSkin-type suitability not published for one product
Overall match 66/100Shade 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 Milani Conceal + Perfect 2-in-1 Foundation in Ivory.

Same or better

  • $1.91 less
  • Near-identical swatch colour
  • Same neutral undertone
  • Claims long-wearing

Different

  • Matte finish instead of radiant
  • Full rather than light coverage
  • Does not claim a lightweight feel
  • No SPF

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 22%. 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
SPFSPF 18Not listed
OverlapBoth water-based; silicone high vs high
View full match

Why the closest overall alternative works

Maybelline Fit Me Matte + Poreless Foundation in Natural Ivory 112, against Maybelline Fit Me Dewy + Smooth Foundation in 105 Fair Ivory. Every attribute compared, with its share of the score.

ComparedYour shade105 Fair IvoryClosest overall alternativeNatural Ivory 112Score
Shade match55% of overall95
Colour92#ffd8c1#f8d5bcVery close colourColour difference 2.0 (0 is identical)
Depth97Very fairVery fairSameDepth difference: 2.1
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone100Neutral · neutral goldenNeutral · neutral goldenSamecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared34
Finish12RadiantMatteDifferentMatte finish rather than radiant
Coverage60LightMediumSome differenceMedium coverage rather than light
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 · 2 of 5 compared60
Longevity40Not listed12-hour wearSome differenceThe match claims long wear; your product does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists 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 overall43
Skin type43Dry, normalNormal, oilyBoth marketed for normal skin
Overall match 72/100Shade match 95/100Medium 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 Maybelline Fit Me Matte + Poreless Foundation in Natural Ivory 112.

Same or better

  • $2.91 less
  • Very close colour
  • Same neutral undertone
  • Claims 12-hour wear
  • Both claim a lightweight feel

Different

  • Matte finish instead of radiant
  • Medium rather than light coverage
  • Not marketed for dry skin
  • Contains alcohol denat.
  • No SPF

Ingredients (information only, not scored)

9 shared ingredients; weighted similarity 30%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol denat.)
SPFSPF 18Not listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy

Closest shade match

Milani Conceal + Perfect 2-in-1 Foundation Ivory

Match price
$12.99Ulta BeautyUlta Beauty
$1.91 less (13%)

Your shade $14.90 at Walmart · product price; shade not separately priced · lowest price $11.97 at Walmart

Ulta BeautyView at Ulta Beauty

Closest overall alternative

Maybelline Fit Me Matte + Poreless Foundation Natural Ivory 112

Match price
$11.99Ulta BeautyUlta Beauty
$2.91 less (20%)

Your shade $14.90 at Walmart · product price; shade not separately priced · lowest price $7.97 at Walmart

Ulta BeautyView at Ulta Beauty

How these matches are scored

34 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.