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 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.
Matches: Same neutral undertone· Claims a blurring effect· Claims transfer resistance
Differences: Slightly lighter· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
81
Finish & visual result
58
Wear & performance
65
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 5% 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
The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 19NC (Tan · Neutral · neutral pink 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 match works
Rare Beauty Liquid Touch Brightening Concealer in 440C, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 19NC. Every attribute compared, with its share of the score.
ComparedYour shade19NCClosest match440CHow they compareScore
Shade match55% of overall91
Colour60%86#b8774f#b07758Very close colourColour difference 2.9 (0 is identical)
Depth15%98TanTanSameDepth difference: 1.2
Retailer descriptionTanMedium tanSome differenceRetailer descriptions one depth band apart
Finish & visual result25% of overall · 3 of 4 compared82
Finish35%56NaturalRadiantSome differenceRadiant finish rather than natural
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 compared100
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%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall50
Skin type100%50Not 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.
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.
Sephora$6 less (20%)
