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Future Fluid Longwear Hydrating Concealer 10W dupes and alternatives Milk Makeup

Medium light · Warm undertone

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%).

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Fragrance-free3No drying alcohol3Vegan3Cruelty-free0Oil-free0With SPF0Mineral0

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Only showing matches made for combination skin, with medium coverage, with a radiant finish.

  • 2 matches have no coverage listed and are not shown.
  • 8 matches have no skin type listed and are not shown.

Closest shade match: Rare Beauty Liquid Touch Brightening Concealer 350C

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

Your shade
Milk Makeup
10WChange shade
Depth and undertone: Medium light · Warm
Finish and coverage: Natural · Buildable coverage
The match
Rare Beauty
350C
Depth and undertone: Medium light · Cool · pink
Finish and coverage: Radiant · Medium coverage
Shade match
40out of 100
Colour
81
Depth
100
Undertone
25
Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light mediumWhy it matches
Best price
$24SephoraSephora
$6 less (20%)

Your shade $30 at Ulta Beauty

SephoraView at Sephora

No match is close enough in colour to recommend as an overall alternative (shade match under 70).

More matches

Show
Overall alternativesShade matchesRanked by the overall match: the most similar concealer 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 concealer on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.

  1. #2 · Rare Beauty

    Liquid Touch Brightening Concealer

    380W
    Shade match 40
    $24SephoraSephora$6 less (20%)

    Matches: Very close colourSame warm undertoneBoth claim a skin-like finish

    Differences: Described as medium tan, yours as light mediumRadiant rather than natural finishMedium rather than buildable coverage

    Score details
    Shade match
    40
    Finish & visual result
    82
    Wear & performance
    100
    Skin suitability
    50

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Described as medium tan, yours as light medium · Radiant rather than natural finish · Medium rather than buildable coverage

    Retailer shade note: medium tan with warm golden undertones

    Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium

    View match
  2. #3 · Rare Beauty

    Liquid Touch Brightening Concealer

    360W
    Shade match 40
    $24SephoraSephora$6 less (20%)

    Matches: Both claim a skin-like finishBoth claim long-wearingBoth claim not settling into lines

    Differences: Described as medium tan, yours as light mediumOlive rather than warm undertoneRadiant 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

    View match

Looking for a foundation in your shade?

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.

Closest foundations

  1. Natasha Denona Hy-Glam Foundation Hydrating & Blurring Luminous Longwear Serum Foundation

    Y7

    Natasha Denona Hy-Glam Foundation Hydrating & Blurring Luminous Longwear Serum Foundation, shade Y7

    • Looks identical
    • Medium light · Warm · yellow undertone

    $52

    SephoraView at Sephora
  2. Live Tinted HUESTICK Complexion Stick

    11 Medium

    Live Tinted HUESTICK Complexion Stick, shade 11 Medium

    • Looks identical
    • Medium light · Warm undertone

    $42

    Ulta BeautyView at Ulta Beauty
  3. SUBTL. Beauty Stackable BB Powder Foundation Single

    Light 2W

    SUBTL. Beauty Stackable BB Powder Foundation Single, shade Light 2W

    • Looks identical
    • Medium · Warm undertone

    $24

    Ulta BeautyView at Ulta Beauty
  4. Temptu Silksphere Foundation

    4W Sand

    Temptu Silksphere Foundation, shade 4W Sand

    • Looks identical
    • Medium · Warm undertone

    $34

    Ulta BeautyView at Ulta Beauty
  5. Tarte Amazonian Clay 16-Hour Full Coverage Foundation

    28H Light-Medium Honey

    Tarte Amazonian Clay 16-Hour Full Coverage Foundation, shade 28H Light-Medium Honey

    • Looks identical
    • Medium light · Warm · peach undertone

    $42

    Ulta BeautyView at Ulta Beauty
  6. L'Oréal Paris Infallible Skin Ink 2-in-1 Foundation Concealer

    270 Medium Warm

    L'Oréal Paris Infallible Skin Ink 2-in-1 Foundation Concealer, shade 270 Medium Warm

    • Looks identical
    • Medium · Warm undertone

    $18.99

    Ulta BeautyView at Ulta Beauty

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

Rare Beauty Liquid Touch Brightening Concealer in 350C, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 10W. Every attribute compared, with its share of the score.

ComparedYour shade10WClosest shade match350CScore
Shade match55% of overall40
Colour81#d49b70#d19c7dClose colourColour difference 3.6 (0 is identical)
Depth100Medium lightMedium lightSameDepth difference: 0.3
Retailer descriptionLight mediumMedium tanDifferentRetailer descriptions two or more depth bands apart: shade match capped at 40, confidence Low
Undertone25WarmCool · pinkDifferentfrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared82
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage100BuildableMediumCloseMedium coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish100ClaimedClaimedSameBoth products claim a skin-like finish
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared100
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling100ClaimedClaimedSameBoth products claim 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 overall50
Skin type50Not publishedOily, dry, combination, normalSkin-type suitability not published for one product
Overall match 60/100Shade match 40/100Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium

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 Rare Beauty Liquid Touch Brightening Concealer in 350C.

Same or better

  • $6 less
  • Medium rather than buildable coverage
  • Both claim a skin-like finish
  • Both claim long-wearing
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Small colour difference on the swatch
  • Retailer describes it as medium tan, yours as light medium
  • Slightly cooler undertone
  • Radiant finish instead of natural

Ingredients (information only, not scored)

5 shared ingredients; weighted similarity 11%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, no siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone none vs high
View full match

Where to buy 350C

Best price
$24SephoraSephora
$6 less (20%)

Your shade $30 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

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.