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Future Fluid Longwear Hydrating Concealer 12O dupes and alternatives Milk Makeup

Medium · Olive 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%).

Filters, 3 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan1Cruelty-free, applied. RemoveOil-free0With SPF0Mineral0

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Only showing matches with a matte finish, cruelty-free, without talc.

  • 19 matches have no cruelty-free claim listed and are not shown.

Closest shade matchClosest overall alternative: e.l.f. Cosmetics 16HR Camo Concealer Medium Neutral

The equivalent shade and the most similar concealer overall.

Your shade
Milk Makeup
12OChange shade
Depth and undertone: Medium · Olive
Finish and coverage: Natural · Buildable coverage
The match
e.l.f. Cosmetics
Medium Neutral
Depth and undertone: Medium light · Warm
Finish and coverage: Matte · Full coverage
Overall match
75out of 100
Shade (Shade match)
80
Finish (Finish & visual result)
61
Wear (Wear & performance)
86
Skin (Skin suitability)
50
Shade match
80out of 100
Colour
83
Depth
96
Undertone
65
Medium confidence· Digital matchWhy it matches
Match price
$8Ulta BeautyUlta Beauty
$22 less (73%)

Your shade $30 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Looking for a foundation in your shade?

The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 12O (Medium · Olive undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

Closest foundations

  1. MAC Cosmetics Studio Fix Fluid SPF 15 Foundation

    C45

    MAC Cosmetics Studio Fix Fluid SPF 15 Foundation, shade C45

    • Looks identical
    • Medium · Olive undertone

    $39

    SephoraView at Sephora
  2. NARS Natural Radiant Longwear Foundation

    Tahoe - Medium Dark 2

    NARS Natural Radiant Longwear Foundation, shade Tahoe - Medium Dark 2

    • Looks identical
    • Medium · Olive undertone

    $55

    SephoraView at Sephora
  3. about-face THE PERFORMER Skin-Focused Foundation

    M2OLIVE

    about-face THE PERFORMER Skin-Focused Foundation, shade M2OLIVE

    • Looks identical
    • Medium · Olive undertone

    $25

    Ulta BeautyView at Ulta Beauty
  4. RMS Beauty ReEvolve Natural Finish Foundation

    55

    RMS Beauty ReEvolve Natural Finish Foundation, shade 55

    • Very close colour
    • Medium light · Olive undertone

    $59

    Ulta BeautyView at Ulta Beauty
  5. Glossier Stretch Fluid Foundation for Buildable Coverage

    Medium 5

    Glossier Stretch Fluid Foundation for Buildable Coverage, shade Medium 5

    • Very close colour
    • Medium · Olive undertone

    $34

    SephoraView at Sephora
  6. Youngblood BeyondBlur Skin Perfecting Foundation

    MW4

    Youngblood BeyondBlur Skin Perfecting Foundation, shade MW4

    • Looks identical
    • Medium light · Olive · warm olive undertone

    $58

    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 match works

e.l.f. Cosmetics 16HR Camo Concealer in Medium Neutral, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 12O. Every attribute compared, with its share of the score.

ComparedYour shade12OClosest matchMedium NeutralScore
Shade match55% of overall80
Colour83#d09c63#d6a071Close colourColour difference 3.3 (0 is identical)
Depth96MediumMedium lightCloseDepth difference: 2.6
Retailer descriptionMediumMedium tanSome differenceRetailer descriptions one depth band apart
Undertone65OliveWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared61
Finish56NaturalMatteSome differenceMatte finish rather than natural
Coverage80BuildableFullCloseFull coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared86
Longevity70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product says long-wearing without hours
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, combination, normalSkin-type suitability not published for one product
Overall match 75/100Shade match 80/100Medium 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 e.l.f. Cosmetics 16HR Camo Concealer in Medium Neutral.

Same or better

  • $22 less
  • Full rather than buildable coverage
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Small colour difference on the swatch
  • Slightly warmer undertone
  • Matte finish instead of natural
  • No skin-like finish claimed

Ingredients (information only, not scored)

6 shared ingredients; weighted similarity 13%. Ingredients only affect results through the filters.

AttributeYour shadeClosest 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 Medium Neutral

Match price
$8Ulta BeautyUlta Beauty
$22 less (73%)

Your shade $30 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

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.