Closest shade match is the equivalent shade, scored on colour, depth and undertone only. Closest overall alternative is the most similar concealer overall, scored on shade match (55%), finish and visual result (25%), wear and performance (15%) and skin suitability (5%).
Overall alternativesShade matchesRanked by the shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
Ranked by the shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
Matches: Very close colour· Same warm undertone· Same natural finish
Differences: Full rather than buildable coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
91
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Very close colour · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: light medium skin with warm peach undertones
Matches: Same warm undertone· Same natural finish· Claims transfer resistance
Differences: Slightly deeper· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
87
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Close colour · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Slightly deeper · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: light medium skin with warm undertones
Matches: Very close colour· Same natural finish· Both claim long-wearing
Differences: Neutral rather than warm undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
87
Finish & visual result
79
Wear & performance
86
Skin suitability
50
Very close colour · Natural · Full coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel
$15.99Ulta Beauty(product price)$14.01 less (47%)4.2 (1,617)
Matches: Very close colour· Claims transfer resistance· Both claim not settling into lines
Differences: Matte rather than natural finish· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
84
Finish & visual result
61
Wear & performance
65
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
$15.99Ulta Beauty(product price)$14.01 less (47%)4.2 (1,617)
Matches: Very close colour· Claims transfer resistance· Both claim not settling into lines
Differences: Slightly lighter· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
84
Finish & visual result
61
Wear & performance
65
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly lighter · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
Matches: Same natural finish· Claims transfer resistance
Differences: Neutral rather than warm undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
81
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Close colour · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: light medium to medium skin with neutral undertones
$15.99Ulta Beauty(product price)$14.01 less (47%)4.2 (1,617)
Matches: Claims transfer resistance· Both claim not settling into lines
Differences: Matte rather than natural finish· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
81
Finish & visual result
61
Wear & performance
65
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
Matches: Same natural finish· Claims a blurring effect· Both claim long-wearing
Differences: Neutral rather than warm undertone· Medium rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
78
Finish & visual result
79
Wear & performance
82
Skin suitability
50
Close colour · Natural · Medium coverage
Ingredients (not scored): 9% ingredient overlap
Differences: Neutral rather than warm undertone · Medium rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: light with neutral undertones
Matches: Both claim a skin-like finish· Claims a blurring effect· Both claim long-wearing
Differences: Slightly lighter· Neutral rather than warm undertone· Radiant rather than natural finish
Score details
Shade match
77
Finish & visual result
76
Wear & performance
82
Skin suitability
50
Close colour · Radiant · Medium coverage
Ingredients (not scored): 9% ingredient overlap
Differences: Slightly lighter · Neutral rather than warm undertone · Radiant rather than natural finish · Medium rather than buildable coverage · Does not claim not settling into lines
Matches: Both claim a skin-like finish· Both claim long-wearing· Both claim not settling into lines
Differences: Described as medium tan, yours as light medium· Slightly cooler undertone· Radiant rather than natural finish
Score details
Shade match
40
Finish & visual result
82
Wear & performance
100
Skin suitability
50
Close colour · Radiant · Medium coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Described as medium tan, yours as light medium · Slightly cooler undertone · Radiant rather than natural finish · Medium rather than buildable coverage
Retailer shade note: medium tan with cool pink undertones
Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium
Matches: Both claim a skin-like finish· Both claim long-wearing· Both claim not settling into lines
Differences: Described as medium tan, yours as light medium· Olive rather than warm undertone· Radiant rather than natural finish
Score details
Shade match
40
Finish & visual result
82
Wear & performance
100
Skin suitability
50
Close colour · Radiant · Medium coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Described as medium tan, yours as light medium · Olive rather than warm undertone · Radiant rather than natural finish · Medium rather than buildable coverage
Retailer shade note: medium tan with warm olive undertones
Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium
Matches: Very close colour· Same natural finish· Both claim long-wearing
Differences: Described as medium, yours as light medium· Neutral rather than warm undertone· Full rather than buildable coverage
Score details
Shade match
40
Finish & visual result
79
Wear & performance
100
Skin suitability
50
Very close colour · Natural · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Described as medium, yours as light medium · Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed
Retailer shade note: medium with neutral undertones
Low confidence· Digital matchRetailer descriptions disagree: described as medium, yours as light medium
The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 10W (Medium light · Warm undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.
Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Why the closest shade match works
Laura Mercier Real Flawless Weightless Perfecting Serum Concealer in 3W1, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 10W. Every attribute compared, with its share of the score.
ComparedYour shade10WClosest shade match3W1How they compareScore
Shade match55% of overall98
Colour60%97#d49b70#d89c71Looks identicalColour difference 0.9 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared86
Finish35%100NaturalNaturalSameSame natural finish
Coverage30%100BuildableMediumCloseMedium coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared86
Longevity30%70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product says long-wearing without hours
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall50
Skin type100%50Not publishedDry, normal, combination, oily, sensitiveSkin-type suitability not published for one product
Overall match 91/100Shade match 98/100Medium 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.
NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum in Medium Golden, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 10W. Every attribute compared, with its share of the score.
ComparedYour shade10WClosest overall alternativeMedium GoldenHow they compareScore
Shade match55% of overall97
Colour60%95#d49b70#d7986cLooks identicalColour difference 1.5 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared100
Finish35%100NaturalNaturalSameSame natural finish
Coverage30%100BuildableMediumCloseMedium coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish20%100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared72
Longevity30%40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall50
Skin type100%50Not publishedNot publishedSkin-type suitability not published for one product
Overall match 92/100Shade 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.
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.
SephoraCosts $12 more
