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· 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
87
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: 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
Matches: Same natural finish· Claims transfer resistance
Differences: Neutral rather than cool undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
80
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 cool 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 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: Slightly lighter· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
75
Finish & visual result
61
Wear & performance
65
Skin suitability
50
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
$15.99Ulta Beauty(product price)$14.01 less (47%)4.2 (1,617)
Matches: 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
73
Finish & visual result
61
Wear & performance
65
Skin suitability
50
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
$12.99Ulta Beauty(product price)$17.01 less (57%)4.3 (3,814)
Matches: Very close colour· Both claim long-wearing
Differences: Slightly warmer undertone· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
73
Finish & visual result
61
Wear & performance
68
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Slightly warmer undertone · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
$12.99Ulta Beauty(product price)$17.01 less (57%)4.2 (11,365)
Matches: Both claim not settling into lines
Differences: Slightly warmer undertone· Radiant rather than natural finish· No skin-like finish claimed
Score details
Shade match
73
Finish & visual result
50
Wear & performance
59
Skin suitability
50
Close colour · Radiant finish
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly warmer undertone · Radiant rather than natural finish · No skin-like finish claimed · No long-wear claim · Does not claim a lightweight feel
Matches: Same natural finish· Claims transfer resistance
Differences: Slightly lighter· Slightly warmer undertone· Full rather than buildable coverage
Score details
Shade match
67
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Close colour · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Slightly lighter · Slightly warmer 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 skin with warm undertones
Matches: Both claim a skin-like finish· Both claim long-wearing· Both claim not settling into lines
Differences: Slightly lighter· Described as medium tan, yours as light medium· Slightly warmer undertone
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: Slightly lighter · Described as medium tan, yours as light medium · Slightly warmer undertone · 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
Matches: Very close colour· Both claim a skin-like finish· Both claim long-wearing
Differences: Described as medium tan, yours as light medium· Slightly warmer undertone· Radiant rather than natural finish
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 · Slightly warmer undertone · Radiant rather than natural finish · Medium rather than buildable coverage
Retailer shade note: medium tan with neutral peach undertones
Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium
Matches: Very close colour· Both claim a skin-like finish· Both claim long-wearing
Differences: Described as medium tan, yours as light medium· Slightly warmer undertone· Radiant rather than natural finish
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 · Slightly warmer undertone · Radiant rather than natural finish · Medium rather than buildable coverage
Retailer shade note: medium tan with warm neutral undertones
Low confidence· Digital matchRetailer descriptions disagree: described as medium tan, yours as light medium
Matches: Same natural finish· Both claim long-wearing· Both claim not settling into lines
Differences: Slightly deeper· Described as tan, yours as light medium· Neutral rather than cool undertone
Score details
Shade match
40
Finish & visual result
79
Wear & performance
100
Skin suitability
50
Close colour · Natural · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Slightly deeper · Described as tan, yours as light medium · Neutral rather than cool undertone · Full rather than buildable coverage · No skin-like finish claimed
Retailer shade note: tan with neutral undertones
Low confidence· Digital matchRetailer descriptions disagree: described as tan, yours as light medium
Matches: Same natural finish· Both claim not settling into lines· Both claim a lightweight feel
Differences: Described as medium, yours as light medium· Neutral rather than cool undertone· Medium rather than buildable coverage
Score details
Shade match
40
Finish & visual result
86
Wear & performance
86
Skin suitability
50
Close colour · Natural · Medium coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Described as medium, yours as light medium · Neutral rather than cool undertone · Medium 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 11C (Medium tan · Cool 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
IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer in 32 Tan Bronze, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 11C. Every attribute compared, with its share of the score.
ComparedYour shade11CClosest shade match32 Tan BronzeHow they compareScore
Shade match55% of overall89
Colour60%84#c68b61#cf936eClose colourColour difference 3.1 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared79
Finish35%100NaturalNaturalSameSame natural finish
Coverage30%80BuildableFullCloseFull 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%100Long-wearingLong-wearingSameBoth products claim long wear
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%40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall50
Skin type100%50Not publishedNormal, dry, combination, oily, sensitiveSkin-type suitability not published for one product
Overall match 84/100Shade match 89/100Medium 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 Sand, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 11C. Every attribute compared, with its share of the score.
ComparedYour shade11CClosest overall alternativeSandHow they compareScore
Shade match55% of overall84
Colour60%87#c68b61#ba8863Very close colourColour difference 2.8 (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 84/100Shade match 84/100Medium 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.
Ulta Beauty$14.01 less (47%)
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