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Future Fluid Longwear Hydrating Concealer 13W 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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Coverage

Finish

Formulation

Skin type

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Fragrance-free6No drying alcohol6Vegan, applied. RemoveCruelty-free4Oil-free0With SPF0Mineral1

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Only showing matches vegan.

  • 24 matches have no vegan claim listed and are not shown.

Closest shade matchClosest overall alternative: Rare Beauty Liquid Touch Brightening Concealer 360W

The equivalent shade and the most similar concealer overall.

Your shade
Milk Makeup
13WChange shade
Depth and undertone: Medium light · Warm
Finish and coverage: Natural · Buildable coverage
The match
Rare Beauty
360W
Depth and undertone: Medium light · Olive · warm olive
Finish and coverage: Radiant · Medium coverage
Overall match
88out of 100
Shade (Shade match)
91
Finish (Finish & visual result)
82
Wear (Wear & performance)
100
Skin (Skin suitability)
50
Shade match
91out of 100
Colour
93
Depth
99
Undertone
80
Medium confidence· Digital matchWhy it matches
Best price
$24SephoraSephora
$6 less (20%)

Your shade $30 at Ulta Beauty

SephoraView at Sephora

More matches

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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 90
    $24SephoraSephora$6 less (20%)

    Matches: Same warm undertoneBoth claim a skin-like finishBoth claim long-wearing

    Differences: Radiant rather than natural finishMedium rather than buildable coverage

    Score details
    Shade match
    90
    Finish & visual result
    82
    Wear & performance
    100
    Skin suitability
    50

    Close colour · Radiant · Medium coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Radiant rather than natural finish · Medium rather than buildable coverage

    Retailer shade note: medium tan with warm golden undertones

    Medium confidence· Digital match

    View match
  2. #3 · NYX Professional Makeup

    Bare With Me Hydrating Face & Body Concealer Serum

    Medium Golden
    Shade match 78
    $12Ulta BeautyUlta Beauty$18 less (60%)

    Matches: Same warm undertoneSame natural finishBoth claim a skin-like finish

    Differences: Medium rather than buildable coverageNo long-wear claim

    Score details
    Shade match
    78
    Finish & visual result
    100
    Wear & performance
    72
    Skin suitability
    50

    Slight colour difference · Natural · Medium coverage

    Ingredients (not scored): 17% ingredient overlap

    Differences: Medium rather than buildable coverage · No long-wear claim

    Medium confidence· Digital match

    View match
  3. #4 · bareMinerals

    ORIGINAL Liquid Mineral Brightening Concealer

    Medium Tan 3.5W
    Shade match 89
    $31Ulta BeautyUlta BeautyCosts $1 more

    Matches: Same warm undertoneSame buildable coverageBoth claim long-wearing

    Differences: Slightly lighterLuminous rather than natural finishNo skin-like finish claimed

    Score details
    Shade match
    89
    Finish & visual result
    59
    Wear & performance
    100
    Skin suitability
    50

    Close colour · Luminous · Buildable coverage

    Ingredients (not scored): 9% ingredient overlap

    Differences: Slightly lighter · Luminous rather than natural finish · No skin-like finish claimed

    Retailer shade note: for medium-tan warm skin with golden undertones

    Medium confidence· Digital match

    View match
  4. #5 · e.l.f. Cosmetics

    16HR Camo Concealer

    Medium Neutral
    Shade match 89
    $8Ulta BeautyUlta Beauty(product price)$22 less (73%)

    Matches: Same warm undertoneBoth claim not settling into linesBoth claim a lightweight feel

    Differences: Matte rather than natural finishFull rather than buildable coverageNo skin-like finish claimed

    Score details
    Shade match
    89
    Finish & visual result
    61
    Wear & performance
    86
    Skin suitability
    50

    Close colour · Matte · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed

    Retailer shade note: medium tan with warm undertones

    Medium confidence· Digital match

    View match
  5. #6 · Too Faced

    Born This Way Super Coverage Multi-Use Concealer

    Warm Beige
    Shade match 71
    $36SephoraSephoraCosts $6 more

    Matches: Same natural finishBoth claim long-wearingBoth claim not settling into lines

    Differences: Neutral rather than warm undertoneFull rather than buildable coverageNo skin-like finish claimed

    Score details
    Shade match
    71
    Finish & visual result
    79
    Wear & performance
    100
    Skin suitability
    50

    Slight colour difference · Natural · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed

    Retailer shade note: medium with neutral undertones

    Medium confidence· Digital match

    View match

Looking for a foundation in your shade?

The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 13W (Medium light · Warm undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

Closest foundations

  1. KimChi Chic Beauty A Really Good Foundation

    116M

    KimChi Chic Beauty A Really Good Foundation, shade 116M

    • Looks identical
    • Medium · Warm · peach undertone

    $29

    Ulta BeautyView at Ulta Beauty
  2. L'Oréal Paris Infallible Pro-Matte Foundation

    108.5 Honey Bisque

    L'Oréal Paris Infallible Pro-Matte Foundation, shade 108.5 Honey Bisque

    • Looks identical
    • Medium light · Warm undertone

    $14.99

    Ulta BeautyView at Ulta Beauty
  3. Bobbi Brown Vitamin Enriched Skin Tinted Moisturizer SPF 15

    Golden 1

    Bobbi Brown Vitamin Enriched Skin Tinted Moisturizer SPF 15, shade Golden 1

    • Looks identical
    • Medium light · Warm · golden undertone

    $49

    Ulta BeautyView at Ulta Beauty
  4. Bobbi Brown Weightless Skin Oil-Controlling Foundation SPF 15

    Warm Honey (W-066)

    Bobbi Brown Weightless Skin Oil-Controlling Foundation SPF 15, shade Warm Honey (W-066)

    • Looks identical
    • Medium light · Warm undertone

    $58

    SephoraView at Sephora
  5. L'Oréal Paris Lumi Le Glow Skin Tint

    Medium W220

    L'Oréal Paris Lumi Le Glow Skin Tint, shade Medium W220

    • Looks identical
    • Medium light · Warm undertone

    $16.99

    CVSView at CVS
  6. Revolution Beauty Superfix Blur Longwear Foundation

    F9.7W

    Revolution Beauty Superfix Blur Longwear Foundation, shade F9.7W

    • Looks identical
    • Medium light · Warm undertone

    $14

    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

Rare Beauty Liquid Touch Brightening Concealer in 360W, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 13W. Every attribute compared, with its share of the score.

ComparedYour shade13WClosest match360WScore
Shade match55% of overall91
Colour93#d19e65#d09d6bVery close colourColour difference 1.8 (0 is identical)
Depth99Medium lightMedium lightSameDepth difference: 0.4
Retailer descriptionMediumMedium tanSome differenceRetailer descriptions one depth band apart
Undertone80WarmOlive · warm oliveSome differencefrom 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 88/100Shade match 91/100Medium 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 Rare Beauty Liquid Touch Brightening Concealer in 360W.

Same or better

  • $6 less
  • Very close colour
  • 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

  • Olive rather than warm 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 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 360W

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.