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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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Fragrance-free10No drying alcohol12Vegan3Cruelty-free5Oil-free0With SPF0Mineral2

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12 of 34

Only showing matches without silicones.

Closest shade matchClosest overall alternative: Tarte Timeless Hydrating Foundation 20B Light Beige

The equivalent shade and the most similar foundation overall.

Your shade
Maybelline
105 Fair IvoryChange shade
Depth and undertone: Very fair · Neutral · neutral golden
Finish and coverage: Radiant · Light coverage
The match
Tarte
20B Light Beige
Depth and undertone: Very fair · Neutral
Finish and coverage: Natural · Buildable coverage
Overall match
80out of 100
Shade (Shade match)
93
Finish (Finish & visual result)
62
Wear (Wear & performance)
60
Skin (Skin suitability)
76
Shade match
93out of 100
Colour
96
Depth
97
Undertone
85
Medium confidence· Digital matchWhy it matches
Match price
$42Ulta BeautyUlta Beauty
Costs $27.10 more

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

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 · Sephora Collection

    Best Skin Ever Liquid Foundation

    11Y
    Shade match 89
    $24SephoraSephoraCosts $9.10 more

    Matches: Very close colourSimilar undertone (warm vs neutral)Claims long-wearing

    Differences: Natural rather than radiant finishMedium rather than light coverageNo SPF

    Score details
    Shade match
    89
    Finish & visual result
    67
    Wear & performance
    54
    Skin suitability
    87

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 17% ingredient overlap

    Differences: Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: very light with yellow undertones

    Medium confidence· Digital match

    View match
  2. #3 · Westman Atelier

    Suprême Bio-Complex Liquid Foundation With Exosomes + Peptides

    Atelier F2
    Shade match 86
    $69SephoraSephoraCosts $54.10 more

    Matches: Very close colourSame neutral undertoneClaims a blurring effect

    Differences: Slightly deeperNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    86
    Finish & visual result
    55
    Wear & performance
    100
    Skin suitability
    43

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Slightly deeper · Natural rather than radiant finish · Medium rather than light coverage · Not marketed for dry skin · No SPF

    Retailer shade note: light neutral

    Medium confidence· Digital match

    View match
  3. #4 · Sephora Collection

    Best Skin Ever Liquid Foundation

    07Y
    Shade match 88
    $24SephoraSephoraCosts $9.10 more

    Matches: Very close colourSimilar undertone (warm vs neutral)Claims long-wearing

    Differences: Natural rather than radiant finishMedium rather than light coverageNo SPF

    Score details
    Shade match
    88
    Finish & visual result
    67
    Wear & performance
    54
    Skin suitability
    87

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 17% ingredient overlap

    Differences: Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: fair with yellow undertones

    Medium confidence· Digital match

    View match
  4. #5 · Tarte

    Timeless Hydrating Foundation

    16N Fair-Light Neutral
    Shade match 89
    $42Ulta BeautyUlta BeautyCosts $27.10 more

    Matches: Very close colourSame neutral undertoneClaims a blurring effect

    Differences: Natural rather than radiant finishBuildable rather than light coverageNo SPF

    Score details
    Shade match
    89
    Finish & visual result
    62
    Wear & performance
    60
    Skin suitability
    76

    Very close colour · Natural · Buildable coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Natural rather than radiant finish · Buildable rather than light coverage · No SPF

    Medium confidence· Digital match

    View match
  5. #6 · Dior

    Forever Skin Perfect 24H Multi-Use Foundation Stick

    0.5 N Neutral
    Shade match 90
    $58SephoraSephoraCosts $43.10 more

    Matches: Very close colourSame neutral undertoneClaims a blurring effect

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

    Score details
    Shade match
    90
    Finish & visual result
    62
    Wear & performance
    40
    Skin suitability
    87

    Very close colour · Natural · Buildable coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: Natural rather than radiant finish · Buildable rather than light coverage · Does not claim a lightweight feel · Contains listed fragrance · No SPF

    Retailer shade note: very light skin with neutral beige undertones

    Medium confidence· Digital match

    View match
  6. #7 · Sephora Collection

    Best Skin Ever Liquid Foundation

    09P
    Shade match 83
    $24SephoraSephoraCosts $9.10 more

    Matches: Very close colourClaims long-wearingClaims transfer resistance

    Differences: Slightly cooler undertoneNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    83
    Finish & visual result
    67
    Wear & performance
    54
    Skin suitability
    87

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 17% ingredient overlap

    Differences: Slightly cooler undertone · Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: very light with pink undertones

    Medium confidence· Digital match

    View match
  7. #8 · Smashbox

    Dual Filter 2-In-1 Longwearing Concealer + Foundation

    Fair Light 5 Neutral
    Shade match 88
    $41Ulta BeautyUlta Beauty(product price)Costs $26.10 more

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

    Differences: Slightly deeperNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    88
    Finish & visual result
    58
    Wear & performance
    54
    Skin suitability
    76

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Slightly deeper · Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: fair light neutral

    Medium confidence· Digital match

    View match
  8. #9 · ILIA

    Skin Rewind Blurring Foundation and Concealer Complexion Stick

    3W Spruce
    Shade match 86
    $50SephoraSephoraCosts $35.10 more

    Matches: Very close colourSimilar undertone (warm vs neutral)Claims a blurring effect

    Differences: Slightly deeperNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    86
    Finish & visual result
    62
    Wear & performance
    60
    Skin suitability
    40

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Slightly deeper · Natural rather than radiant finish · Medium rather than light coverage · Not marketed for dry skin · No SPF

    Retailer shade note: Extra light with warm undertones

    Medium confidence· Digital match

    View match
  9. #10 · Sephora Collection

    Best Skin Ever Liquid Foundation

    04P
    Shade match 81
    $24SephoraSephoraCosts $9.10 more

    Matches: Very close colourClaims long-wearingClaims transfer resistance

    Differences: Slightly cooler undertoneNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    81
    Finish & visual result
    67
    Wear & performance
    54
    Skin suitability
    87

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 17% ingredient overlap

    Differences: Slightly cooler undertone · Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: fair with pink undertones

    Medium confidence· Digital match

    View match
  10. #11 · Yves Saint Laurent

    Skin Affair Soft Glow Cushion Foundation

    LC1
    Shade match 77
    $49SephoraSephoraCosts $34.10 more

    Matches: Very close colourSame radiant finishClaims a blurring effect

    Differences: Slightly cooler undertoneMedium rather than light coverageNot marketed for dry skin

    Score details
    Shade match
    77
    Finish & visual result
    81
    Wear & performance
    54
    Skin suitability
    50

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 6% ingredient overlap

    Differences: Slightly cooler undertone · Medium rather than light coverage · Not marketed for dry skin · Contains listed fragrance · No SPF

    Retailer shade note: light cool 1

    Medium confidence· Digital match

    View match
  11. #12 · Ogee

    Multi-Use Sculpted Foundation and Concealer Stick

    Cedar 1.20 C
    Shade match 83
    $48SephoraSephoraCosts $33.10 more

    Matches: Very close colourClaims a skin-like finishClaims a blurring effect

    Differences: Slightly cooler undertoneNatural rather than radiant finishMedium rather than light coverage

    Score details
    Shade match
    83
    Finish & visual result
    58
    Wear & performance
    60
    Skin suitability
    87

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 0% ingredient overlap

    Differences: Slightly cooler undertone · Natural rather than radiant finish · Medium rather than light coverage · No SPF

    Retailer shade note: light with pink-beige 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 match works

Tarte Timeless Hydrating Foundation in 20B Light Beige, against Maybelline Fit Me Dewy + Smooth Foundation in 105 Fair Ivory. Every attribute compared, with its share of the score.

ComparedYour shade105 Fair IvoryClosest match20B Light BeigeScore
Shade match55% of overall93
Colour96#ffd8c1#fdd3bbLooks identicalColour difference 1.3 (0 is identical)
Depth97Very fairVery fairSameDepth difference: 2.1
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone85Neutral · neutral goldenNeutralClosecandidate undertone inferred
Finish & visual result25% of overall · 3 of 4 compared62
Finish56RadiantNaturalSome differenceNatural finish rather than radiant
Coverage80LightBuildableCloseBuildable coverage rather than light (buildable: one step of tolerance)
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
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 overall76
Skin type76Dry, normalCombination, dry, normal, oily, sensitiveBoth marketed for dry/​normal skin
Overall match 80/100Shade 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 Tarte Timeless Hydrating Foundation in 20B Light Beige.

Same or better

  • Near-identical swatch colour
  • Same neutral undertone
  • Buildable rather than light coverage
  • Claims a blurring effect
  • Claims 12-hour wear
  • Both claim a lightweight feel

Different

  • Natural finish instead of radiant
  • No SPF

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseWater-based, high siliconeWater-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFSPF 18Not listed
OverlapBoth water-based; silicone high vs none
View full match

Where to buy 20B Light Beige

Match price
$42Ulta BeautyUlta Beauty
Costs $27.10 more

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

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.