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Future Fluid Longwear Hydrating Concealer 22NW dupes and alternatives Milk Makeup

Deep · Neutral · neutral golden 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-free8No drying alcohol6Vegan2Cruelty-free2Oil-free0With SPF0Mineral4

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10 of 30

Only showing matches with a radiant finish, without talc.

Closest shade match: L'Oréal Paris True Match Radiant Serum Concealer C10

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

Your shade
Milk Makeup
22NWChange shade
Depth and undertone: Deep · Neutral · neutral golden
Finish and coverage: Natural · Buildable coverage
The match
L'Oréal Paris
C10
Depth and undertone: Deep · Warm
Finish and coverage: Radiant finish
Shade match
92out of 100
Colour
94
Depth
97
Undertone
85
Medium confidence· Digital matchWhy it matches
Match price
$16.99Ulta BeautyUlta Beauty
$13.01 less (43%)

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative: Rare Beauty Liquid Touch Brightening Concealer 530N

The most similar concealer overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
Milk Makeup
22NWChange shade
Depth and undertone: Deep · Neutral · neutral golden
Finish and coverage: Natural · Buildable coverage
The match
Rare Beauty
530N
Depth and undertone: Deep · Neutral
Finish and coverage: Radiant · Medium coverage
Overall match
87out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
82
Wear (Wear & performance)
100
Skin (Skin suitability)
50
Medium confidence· Digital matchWhy it matches
Best price
$24SephoraSephora
$6 less (20%)

Your shade $30 at Ulta Beauty

SephoraView at Sephora

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. #3 · Rare Beauty

    Liquid Touch Brightening Concealer

    520W
    Shade match 80
    $24SephoraSephora$6 less (20%)

    Matches: Similar undertone (warm vs neutral)Both claim a skin-like finishBoth claim long-wearing

    Differences: Radiant rather than natural finishMedium rather than buildable coverage

    Score details
    Shade match
    80
    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: deep with warm golden undertones

    Medium confidence· Digital match

    View match
  2. #4 · L'Oréal Paris

    True Match Radiant Serum Concealer

    W10.5
    Shade match 80
    $16.99Ulta BeautyUlta Beauty(product price)$13.01 less (43%)

    Matches: Very close colourBoth claim a skin-like finishBoth claim long-wearing

    Differences: Slightly cooler undertoneRadiant rather than natural finishContains drying alcohol

    Score details
    Shade match
    80
    Finish & visual result
    72
    Wear & performance
    100
    Skin suitability
    50

    Very close colour · Radiant finish

    Ingredients (not scored): 13% ingredient overlap

    Differences: Slightly cooler undertone · Radiant rather than natural finish · Contains drying alcohol

    Medium confidence· Digital match

    View match
  3. #5 · Charlotte Tilbury

    Beautiful Skin Medium to Full Coverage Radiant Concealer

    15 Deep
    Shade match 81
    $36Ulta BeautyUlta Beauty(product price)Costs $6 more

    Matches: Same neutral undertoneBoth claim a skin-like finishBoth claim a lightweight feel

    Differences: Radiant rather than natural finishMedium-full rather than buildable coverageDoes not claim not settling into lines

    Score details
    Shade match
    81
    Finish & visual result
    82
    Wear & performance
    68
    Skin suitability
    50

    Close colour · Radiant · Medium-full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Radiant rather than natural finish · Medium-full rather than buildable coverage · Does not claim not settling into lines · Contains listed fragrance

    Retailer shade note: deep with neutral undertones

    Medium confidence· Digital match

    View match
  4. #6 · Glossier

    Stretch Concealer for Dewy Buildable Coverage

    Medium Deep 3
    Shade match 79
    $22SephoraSephora$8 less (27%)

    Matches: Same neutral undertoneSame buildable coverageBoth claim long-wearing

    Differences: Radiant rather than natural finishNo skin-like finish claimed

    Score details
    Shade match
    79
    Finish & visual result
    68
    Wear & performance
    100
    Skin suitability
    50

    Close colour · Radiant · Buildable coverage

    Ingredients (not scored): 2% ingredient overlap

    Differences: Radiant rather than natural finish · No skin-like finish claimed

    Retailer shade note: neutral undertone

    Medium confidence· Digital match

    View match
  5. #7 · Glossier

    Stretch Concealer for Dewy Buildable Coverage

    Medium Deep 1
    Shade match 77
    $22SephoraSephora$8 less (27%)

    Matches: Similar undertone (warm vs neutral)Same buildable coverageBoth claim long-wearing

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

    Score details
    Shade match
    77
    Finish & visual result
    68
    Wear & performance
    100
    Skin suitability
    50

    Slight colour difference · Radiant · Buildable coverage

    Ingredients (not scored): 2% ingredient overlap

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

    Retailer shade note: golden undertone

    Medium confidence· Digital match

    View match
  6. #8 · Charlotte Tilbury

    Beautiful Skin Medium to Full Coverage Radiant Concealer

    14 Deep
    Shade match 75
    $36Ulta BeautyUlta Beauty(product price)Costs $6 more

    Matches: Same neutral undertoneBoth claim a skin-like finishBoth claim a lightweight feel

    Differences: Noticeably different swatch colourRadiant rather than natural finishMedium-full rather than buildable coverage

    Score details
    Shade match
    75
    Finish & visual result
    82
    Wear & performance
    68
    Skin suitability
    50

    Slight colour difference · Radiant · Medium-full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Noticeably different swatch colour · Radiant rather than natural finish · Medium-full rather than buildable coverage · Does not claim not settling into lines · Contains listed fragrance

    Retailer shade note: deep with neutral golden undertones

    Medium confidence· Digital match

    View match
  7. #9 · L'Oréal Paris

    True Match Radiant Serum Concealer

    N11
    Shade match 68
    $16.99Ulta BeautyUlta Beauty(product price)$13.01 less (43%)

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

    Differences: Noticeably different swatch colourSlightly deeperRadiant rather than natural finish

    Score details
    Shade match
    68
    Finish & visual result
    72
    Wear & performance
    100
    Skin suitability
    50

    Slight colour difference · Radiant finish

    Ingredients (not scored): 13% ingredient overlap

    Differences: Noticeably different swatch colour · Slightly deeper · Radiant rather than natural finish · Contains drying alcohol

    Medium confidence· Digital match

    View match
  8. #10 · L'Oréal Paris

    True Match Radiant Serum Concealer

    C7
    Shade match 67
    $16.99Ulta BeautyUlta Beauty$13.01 less (43%)

    Matches: Similar undertone (warm vs neutral)Both claim a skin-like finishBoth claim long-wearing

    Differences: Noticeably different swatch colourSlightly deeperRadiant rather than natural finish

    Score details
    Shade match
    67
    Finish & visual result
    72
    Wear & performance
    100
    Skin suitability
    50

    Slight colour difference · Radiant finish

    Ingredients (not scored): 13% ingredient overlap

    Differences: Noticeably different swatch colour · Slightly deeper · Radiant rather than natural finish · Contains drying alcohol

    Medium confidence· Digital match

    View match

Looking for a foundation in your shade?

The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 22NW (Deep · Neutral · neutral golden undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

Closest foundations

  1. Juvia's Place I am Magic Natural Radiance Foundation

    340 Kampala

    Juvia's Place I am Magic Natural Radiance Foundation, shade 340 Kampala

    • Looks identical
    • Deep · Neutral · neutral golden undertone

    $14.40

    Ulta BeautyView at Ulta Beauty
  2. Natasha Denona Hy-Glam Foundation Hydrating & Blurring Luminous Longwear Serum Foundation

    NP14

    Natasha Denona Hy-Glam Foundation Hydrating & Blurring Luminous Longwear Serum Foundation, shade NP14

    • Looks identical
    • Deep · Neutral undertone

    $52

    SephoraView at Sephora
  3. Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation

    Deep 31

    Pat McGrath Labs Skin Fetish: Sublime Perfection Foundation, shade Deep 31

    • Looks identical
    • Deep · Neutral undertone

    $69

    SephoraView at Sephora
  4. KimChi Chic Beauty A Really Good Foundation

    131D

    KimChi Chic Beauty A Really Good Foundation, shade 131D

    • Looks identical
    • Deep · Warm undertone

    $29

    Ulta BeautyView at Ulta Beauty
  5. Estée Lauder Futurist Skin Tint Serum Foundation SPF 20

    5W1 Bronze

    Estée Lauder Futurist Skin Tint Serum Foundation SPF 20, shade 5W1 Bronze

    • Looks identical
    • Deep · Warm · golden undertone

    $33

    SephoraView at Sephora
  6. L'Oréal Paris Age Perfect Radiant Serum Foundation

    130 Sienna

    L'Oréal Paris Age Perfect Radiant Serum Foundation, shade 130 Sienna

    • Very close colour
    • Deep · Neutral · neutral golden undertone

    $14.97

    WalmartView at Walmart

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

L'Oréal Paris True Match Radiant Serum Concealer in C10, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 22NW. Every attribute compared, with its share of the score.

ComparedYour shade22NWClosest shade matchC10Score
Shade match55% of overall92
Colour94#92572f#945b36Very close colourColour difference 1.6 (0 is identical)
Depth97DeepDeepSameDepth difference: 1.9
Retailer descriptionDeep tanNot statedNo depth word in one descriptionNot compared
Undertone85Neutral · neutral goldenWarmClosecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared72
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
Coveragenot comparableBuildableNot listedNot comparedCoverage not listed for one product
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 publishedSensitiveSkin-type suitability not published for one product
Overall match 86/100Shade match 92/100Medium 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 L'Oréal Paris True Match Radiant Serum Concealer in C10.

Same or better

  • $13.01 less
  • Very close colour
  • Similar undertone (warm vs neutral)
  • Both claim a skin-like finish
  • Both claim long-wearing
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Radiant finish instead of natural
  • Contains alcohol denat.

Ingredients (information only, not scored)

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

AttributeYour shadeClosest shade match
BaseWater-based, no siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol denat.)
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone none vs high
View full match

Why the closest overall alternative works

Rare Beauty Liquid Touch Brightening Concealer in 530N, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 22NW. Every attribute compared, with its share of the score.

ComparedYour shade22NWClosest overall alternative530NScore
Shade match55% of overall90
Colour89#92572f#8d5838Very close colourColour difference 2.4 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.4
Retailer descriptionDeep tanDeepSome differenceRetailer descriptions one depth band apart
Undertone85Neutral · neutral goldenNeutralClosefrom 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 87/100Shade match 90/100Medium 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 530N.

Same or better

  • $6 less
  • Very close colour
  • Same neutral undertone
  • 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

  • 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 overall alternative
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

Closest shade match

L'Oréal Paris True Match Radiant Serum Concealer C10

Match price
$16.99Ulta BeautyUlta Beauty
$13.01 less (43%)

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative

Rare Beauty Liquid Touch Brightening Concealer 530N

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.