Rich deep · Cool 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%).
Coverage
Avoid an ingredient
30 matches
30 matches
The equivalent shade: scored on colour, depth and undertone only.
WalmartYour shade $11.97 at Walmart
NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation
Every store that sells this shade · prices as last checked
Walmart$7.53View at Walmart
Target$15.99View at TargetThe most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.
Ulta BeautyYour shade $11.97 at Walmart
Juvia's Place I Am Magic Velvety Matte Foundation
Every store that sells this shade · prices as last checked
Ulta Beauty$14.40View at Ulta Beauty
AmazonSee price at AmazonView at AmazonRanked 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.
Ulta BeautyCosts $8.03 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour
Medium confidence· Digital match
Juvia's Place I am Magic Powder Foundation
Every store that sells this shade · prices as last checked
Ulta Beauty$20View at Ulta BeautyUlta Beauty(product price)Costs $28.03 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour
Retailer shade note: rich brown skin w/ pink undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $40 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $2.53 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Visibly different colour · Matte · Full coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Noticeably different swatch colour
Retailer shade note: dark shade with cool undertones
Medium confidence· Digital match
BLK/OPL TRUE COLOR Skin Perfecting Stick Foundation SPF 15
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $14.50 · product priceView at Ulta BeautyWalmart$14.50View at WalmartUlta Beauty(product price)Costs $13.03 moreMatches: Same cool undertoneClaims a skin-like finishBoth claim long-wearing
Differences: Natural rather than matte finishMedium rather than full coverage
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Natural rather than matte finish · Medium rather than full coverage
Retailer shade note: rich deep with cool red undertones
Medium confidence· Digital match
about-face THE PERFORMER Skin-Focused Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $25 · product priceView at Ulta Beauty
SephoraCosts $28.03 moreMatches: Same cool undertoneSame matte finishClaims a blurring effect
Differences: Noticeably different swatch colourMedium rather than full coverage
Slight colour difference · Matte · Medium coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Noticeably different swatch colour · Medium rather than full coverage
Retailer shade note: very deep skin with a balance of warm & cool undertones
Medium confidence· Digital match
Tarte Amazonian Clay Blurring Powder Foundation
Every store that sells this shade · prices as last checked
Sephora$40View at SephoraUlta Beautyfrom $40 · product priceView at Ulta Beauty
Macy's$40View at Macy'sUlta Beauty(product price)Costs $13.03 moreMatches: Same cool undertoneClaims a skin-like finishBoth claim long-wearing
Differences: Natural rather than matte finishMedium rather than full coverage
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Natural rather than matte finish · Medium rather than full coverage
Retailer shade note: rich deepest with cool blue undertones
Medium confidence· Digital match
about-face THE PERFORMER Skin-Focused Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $25 · product priceView at Ulta BeautySephoraCosts $27.03 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 15% ingredient overlap
Differences: Noticeably different swatch colour
Retailer shade note: very rich with red undertones
Medium confidence· Digital match
MAC Cosmetics Studio Fix Fluid SPF 15 Foundation
Every store that sells this shade · prices as last checked
Sephora$39View at SephoraUlta Beautyfrom $39 · product priceView at Ulta BeautyMacy's$39View at Macy'sSephoraCosts $6.02 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Visibly different colour · Matte · Full coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Noticeably different swatch colour
Retailer shade note: deep, rosy undertones
Medium confidence· Digital match
ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation
Every store that sells this shade · prices as last checked
Sephora$17.99View at SephoraSephoraCosts $6.02 moreMatches: Same matte finishSame full coverageClaims a blurring effect
Differences: Noticeably different swatch colourNeutral rather than cool undertone
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone
Retailer shade note: very deep, neutral undertones
Medium confidence· Digital match
ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation
Every store that sells this shade · prices as last checked
Sephora$17.99View at SephoraUlta Beauty(product price)Costs $7.02 moreMatches: Same cool undertoneSame matte finishClaims a skin-like finish
Differences: Noticeably different swatch colourMedium rather than full coverageContains drying alcohol
Slight colour difference · Matte · Medium coverage
Ingredients (not scored): 6% ingredient overlap
Differences: Noticeably different swatch colour · Medium rather than full coverage · Contains drying alcohol
Medium confidence· Digital match
L'Oréal Paris Infallible Skin Ink 2-in-1 Foundation Concealer
Every store that sells this shade · prices as last checked
Target$14.99View at TargetUlta Beautyfrom $18.99 · product priceView at Ulta Beauty
CVS$18.99View at CVSUlta Beauty(product price)Costs $12.03 moreMatches: Same matte finishSame full coverageBoth claim long-wearing
Differences: Noticeably different swatch colourNeutral rather than cool undertone
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 15% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone
Retailer shade note: for the deepest darkest skin w/ neutral undertone
Medium confidence· Digital match
Juvia's Place I Am Magic Velvety Matte Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $24 · product priceView at Ulta BeautyAmazonSee price at AmazonView at AmazonUlta Beauty(product price)Costs $4.03 moreMatches: Same matte finish
Differences: Neutral rather than cool undertoneBuildable rather than full coverageNo long-wear claim
Slight colour difference · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Buildable rather than full coverage · No long-wear claim
Retailer shade note: deep ebony with neutral undertone
Medium confidence· Digital match
NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation
Every store that sells this shade · prices as last checked
Walmart$14.97View at WalmartTarget$14.99View at Target
Walgreens$15.99View at WalgreensCVS$15.99View at CVSUlta Beautyfrom $16 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $4.02 moreMatches: Same cool undertoneBoth claim long-wearingClaims not settling into lines
Differences: Radiant rather than matte finishBuildable rather than full coverage
Slight colour difference · Radiant · Buildable coverage
Ingredients (not scored): 22% ingredient overlap
Differences: Radiant rather than matte finish · Buildable rather than full coverage
Retailer shade note: deep with cool undertones
Medium confidence· Digital match
Maybelline Lifter Plump & Glow Foundation Hyaluronic Acid
Every store that sells this shade · prices as last checked
Walmart$11.98View at WalmartTarget$11.99View at TargetUlta Beautyfrom $15.99 · product priceView at Ulta BeautyCVS$15.99View at CVSUlta Beauty(product price)Costs $28.03 moreMatches: Same matte finishSame full coverageClaims a skin-like finish
Differences: Noticeably different swatch colourNeutral rather than cool undertone
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone
Retailer shade note: rich brown skin w/ neutral undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $40 · product priceView at Ulta BeautySephoraCosts $34.03 moreMatches: Claims a blurring effectBoth claim long-wearingClaims a lightweight feel
Differences: Neutral rather than cool undertoneNatural rather than matte finishMedium rather than full coverage
Close colour · Natural · Medium coverage
Ingredients (not scored): 9% ingredient overlap
Differences: Neutral rather than cool undertone · Natural rather than matte finish · Medium rather than full coverage
Retailer shade note: dark rich - neutral, slightly warm
Medium confidence· Digital match
Hung Vanngo Beauty Red Carpet Skin Luminous Longwear Serum Foundation
Every store that sells this shade · prices as last checked
Sephora$46View at SephoraUlta Beauty(product price)Costs $2.03 moreMatches: Same matte finishClaims a blurring effectBoth claim long-wearing
Differences: Noticeably different swatch colourOlive rather than cool undertoneBuildable rather than full coverage
Slight colour difference · Matte · Buildable coverage
Ingredients (not scored): 17% ingredient overlap
Differences: Noticeably different swatch colour · Olive rather than cool undertone · Buildable rather than full coverage
Retailer shade note: dark or deep skin tones with an olive undertone
Medium confidence· Digital match
Revolution Beauty Superfix Blur Longwear Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $14 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $28.03 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colour
Visibly different colour · Matte · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour
Retailer shade note: deep brown with pink undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Macy'sfrom $38 · product priceView at Macy'sUlta Beautyfrom $40 · product priceView at Ulta BeautyUlta Beauty(product price)$3.97 less (33%)Matches: Same matte finishSame full coverage
Differences: Slightly warmer undertoneNo long-wear claim
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly warmer undertone · No long-wear claim
Retailer shade note: deep skin tones with a warm undertone
Medium confidence· Digital match
Revolution Beauty Conceal & Define Soft Matte Full Coverage Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $8 · product priceView at Ulta BeautySephoraCosts $34.03 moreMatches: Claims a blurring effectBoth claim long-wearingClaims a lightweight feel
Differences: Neutral rather than cool undertoneNatural rather than matte finishMedium rather than full coverage
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 9% ingredient overlap
Differences: Neutral rather than cool undertone · Natural rather than matte finish · Medium rather than full coverage
Retailer shade note: mid rich - neutral, slightly warm golden
Medium confidence· Digital match
Hung Vanngo Beauty Red Carpet Skin Luminous Longwear Serum Foundation
Every store that sells this shade · prices as last checked
Sephora$46View at SephoraUlta Beauty(product price)Costs $12.03 moreMatches: Same matte finishSame full coverageBoth claim long-wearing
Differences: Noticeably different swatch colourNeutral rather than cool undertone
Visibly different colour · Matte · Full coverage
Ingredients (not scored): 15% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone
Retailer shade note: for the deepest darkest skin w/ a neutral undertone
Medium confidence· Digital match
Juvia's Place I Am Magic Velvety Matte Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $24 · product priceView at Ulta BeautyAmazonSee price at AmazonView at AmazonUlta Beauty(product price)Costs $4.02 moreMatches: Same cool undertoneBoth claim long-wearingClaims not settling into lines
Differences: Radiant rather than matte finishBuildable rather than full coverage
Slight colour difference · Radiant · Buildable coverage
Ingredients (not scored): 22% ingredient overlap
Differences: Radiant rather than matte finish · Buildable rather than full coverage
Retailer shade note: deep with cool undertones
Medium confidence· Digital match
Maybelline Lifter Plump & Glow Foundation Hyaluronic Acid
Every store that sells this shade · prices as last checked
Walmart$11.98View at WalmartTarget$11.99View at TargetUlta Beautyfrom $15.99 · product priceView at Ulta BeautyCVS$15.99View at CVSSephoraCosts $28.03 moreMatches: Same cool undertoneSame matte finishClaims a blurring effect
Differences: Noticeably different swatch colourMedium rather than full coverageContains drying alcohol
Visibly different colour · Matte · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Noticeably different swatch colour · Medium rather than full coverage · Contains drying alcohol
Retailer shade note: deep cool
Medium confidence· Digital match
Urban Decay Face Bond Self Setting Waterproof Foundation
Every store that sells this shade · prices as last checked
Sephora$40View at SephoraUlta Beautyfrom $40 · product priceView at Ulta BeautyMacy's$40View at Macy'sSephoraCosts $30.03 moreMatches: Same cool undertoneSame full coverageClaims a skin-like finish
Differences: Noticeably different swatch colourNatural rather than matte finish
Slight colour difference · Natural · Full coverage
Ingredients (not scored): 12% ingredient overlap
Differences: Noticeably different swatch colour · Natural rather than matte finish
Retailer shade note: Very Rich with Cool Undertones
Medium confidence· Digital match
Drunk Elephant Kamo Triple-Peptide Multi-Use Serum Foundation
Every store that sells this shade · prices as last checked
Sephora$42 · low stockView at SephoraUlta Beauty(product price)Costs $1.02 moreMatches: Same cool undertoneClaims not settling into lines
Differences: Natural rather than matte finishNo long-wear claim
Slight colour difference · Natural finish
Ingredients (not scored): 5% ingredient overlap
Differences: Natural rather than matte finish · No long-wear claim
Retailer shade note: cool very deep
Medium confidence· Digital match
Maybelline Lifter Stix Multi-Use Face Stick
Every store that sells this shade · prices as last checked
Target$11.19View at TargetUlta Beautyfrom $12.99 · product priceView at Ulta BeautySephoraCosts $30.03 moreMatches: Same cool undertoneSame matte finishSame full coverage
Differences: Noticeably different swatch colourContains listed fragrance
Visibly different colour · Matte · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Noticeably different swatch colour · Contains listed fragrance
Retailer shade note: very deep skin with a balance of warm & cool undertones
Medium confidence· Digital match
Tarte Face Tape Full Coverage Foundation
Every store that sells this shade · prices as last checked
Sephora$42View at SephoraUlta Beautyfrom $42 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $28.03 moreMatches: Same matte finishSame full coverageClaims a skin-like finish
Differences: Noticeably different swatch colourNeutral rather than cool undertone
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone
Retailer shade note: rich brown skin w/ neutral undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $40 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $2.03 moreMatches: Same matte finishClaims a blurring effectBoth claim long-wearing
Differences: Noticeably different swatch colourSlightly warmer undertoneBuildable rather than full coverage
Slight colour difference · Matte · Buildable coverage
Ingredients (not scored): 17% ingredient overlap
Differences: Noticeably different swatch colour · Slightly warmer undertone · Buildable rather than full coverage
Retailer shade note: deep skin tones with a warm undertone
Medium confidence· Digital match
Revolution Beauty Superfix Blur Longwear Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $14 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $13.03 moreMatches: Claims a skin-like finishBoth claim long-wearingClaims a lightweight feel
Differences: Noticeably different swatch colourNeutral rather than cool undertoneNatural rather than matte finish
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone · Natural rather than matte finish · Medium rather than full coverage
Retailer shade note: rich deep with neutral undertones
Medium confidence· Digital match
about-face THE PERFORMER Skin-Focused Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $25 · product priceView at Ulta BeautyShowing 12 of 28 matches
The closest shade to Milani Conceal + Perfect 2-in-1 Foundation Cool Cocoa (Rich deep · Cool undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.
63N espresso neutral
$32
NW65
$30
29N
$30
Ganache
$36
Chocolate Chip 8.7 Red
$31
6N1
$34
Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 44 Rich Espresso, against Milani Conceal + Perfect 2-in-1 Foundation in Cool Cocoa. Every attribute compared, with its share of the score.
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.
To NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 44 Rich Espresso.
No ingredient list for one product, so overlap is not known. Ingredients only affect results through the filters.
Juvia's Place I Am Magic Velvety Matte Foundation in 100 Sudan, against Milani Conceal + Perfect 2-in-1 Foundation in Cool Cocoa. Every attribute compared, with its share of the score.
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.
To Juvia's Place I Am Magic Velvety Matte Foundation in 100 Sudan.
9 shared ingredients; weighted similarity 15%. Ingredients only affect results through the filters.
NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation 44 Rich Espresso
WalmartYour shade $11.97 at Walmart
Juvia's Place I Am Magic Velvety Matte Foundation 100 Sudan
Ulta BeautyYour shade $11.97 at Walmart
30 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.
