Beautler.Your beauty butler

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%).

Filters, 2 applied

Coverage

  • Medium3
  • Medium to full0
  • Full0
  • Buildable0

Finish

Formulation

Skin type

Preferences

Fragrance-free7No drying alcohol3Vegan0Cruelty-free0Oil-free0With SPF0Mineral0

Avoid an ingredient

Sort

7 of 30

Only showing matches made for sensitive skin, without talc.

  • 5 matches have no skin type listed and are not shown.

Closest shade matchClosest overall alternative: L'Oréal Paris True Match Radiant Serum Concealer C10

The equivalent shade and the most similar concealer overall.

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
Overall match
86out of 100
Shade (Shade match)
92
Finish (Finish & visual result)
72
Wear (Wear & performance)
100
Skin (Skin suitability)
50
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

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. #2 · Lancôme

    Teint Idole Ultra Wear All Over Full Coverage Concealer

    520 Suede W
    Shade match 90
    $32SephoraSephoraCosts $2 more

    Matches: Very close colourSimilar undertone (warm vs neutral)Claims a blurring effect

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

    Score details
    Shade match
    90
    Finish & visual result
    64
    Wear & performance
    86
    Skin suitability
    50

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 15% ingredient overlap

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

    Retailer shade note: deep with golden undertones

    Medium confidence· Digital match

    View match
  2. #3 · 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. #4 · Laura Mercier

    Real Flawless Weightless Perfecting Serum Concealer

    6C1
    Shade match 69
    $34SephoraSephoraCosts $4 more

    Matches: Same natural finishBoth claim not settling into linesBoth claim a lightweight feel

    Differences: Slightly cooler undertoneMedium rather than buildable coverageNo skin-like finish claimed

    Score details
    Shade match
    69
    Finish & visual result
    86
    Wear & performance
    86
    Skin suitability
    50

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Slightly cooler undertone · Medium rather than buildable coverage · No skin-like finish claimed

    Retailer shade note: deep with cool undertones

    Medium confidence· Digital match

    View match
  4. #5 · Lancôme

    Teint Idole Ultra Wear All Over Full Coverage Concealer

    500 Suede W
    Shade match 78
    $32SephoraSephoraCosts $2 more

    Matches: Similar undertone (warm vs neutral)Claims a blurring effectBoth claim not settling into lines

    Differences: Slightly lighterMatte rather than natural finishMedium rather than buildable coverage

    Score details
    Shade match
    78
    Finish & visual result
    64
    Wear & performance
    86
    Skin suitability
    50

    Close colour · Matte · Medium coverage

    Ingredients (not scored): 15% ingredient overlap

    Differences: Slightly lighter · Matte rather than natural finish · Medium rather than buildable coverage · No skin-like finish claimed

    Retailer shade note: deep with golden undertones

    Medium confidence· Digital match

    View match
  5. #6 · 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
  6. #7 · 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 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 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 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

Where to buy 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

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.