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: Near-identical swatch colour· Same natural finish· Claims transfer resistance
Differences: Neutral rather than warm undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
90
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Looks identical · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: deep skin with neutral undertones
Matches: Near-identical swatch colour· Same natural finish· Claims a blurring effect
Differences: Neutral rather than warm undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
73
Wear & performance
61
Skin suitability
50
Looks identical · Natural · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: extra deep with subtle brown undertones
Matches: Very close colour· Same warm undertone· Claims a blurring effect
Differences: Matte rather than natural finish· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
91
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: deep skin with warm, peach undertones
Matches: Very close colour· Claims a blurring effect· Both claim not settling into lines
Differences: Olive rather than warm undertone· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
87
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Olive rather than warm undertone · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: deep skin with very warm, golden or olive undertones
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 golden undertones
Matches: Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Radiant rather than natural finish· Medium-full rather than buildable coverage
Score details
Shade match
76
Finish & visual result
82
Wear & performance
68
Skin suitability
50
Close colour · Radiant · Medium-full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than warm undertone · Radiant rather than natural finish · Medium-full rather than buildable coverage · Does not claim not settling into lines · Contains listed fragrance
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: deepest with neutral warm undertones
Matches: Same warm undertone· Both claim a skin-like finish· Claims a blurring effect
Differences: Noticeably different swatch colour· Slightly lighter· Radiant rather than natural finish
Score details
Shade match
72
Finish & visual result
76
Wear & performance
82
Skin suitability
50
Slight colour difference · Radiant · Medium coverage
Ingredients (not scored): 9% ingredient overlap
Differences: Noticeably different swatch colour · Slightly lighter · Radiant rather than natural finish · Medium rather than buildable coverage · Does not claim not settling into lines
Matches: Same natural finish· Claims a blurring effect· Claims transfer resistance
Differences: Neutral rather than warm undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
78
Finish & visual result
73
Wear & performance
61
Skin suitability
50
Close colour · Natural · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: extra deep with neutral undertones
Matches: Same warm undertone· Claims a blurring effect· Both claim not settling into lines
Differences: Slightly deeper· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
82
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly deeper · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim a lightweight feel · Contains listed fragrance
Retailer shade note: deeper skin with warm, golden undertones
The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 23W (Deep · Warm 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
L'Oréal Paris True Match Radiant Serum Concealer in C10, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 23W. Every attribute compared, with its share of the score.
ComparedYour shade23WClosest matchC10How they compareScore
Shade match55% of overall97
Colour60%96#995b34#945b36Looks identicalColour difference 1.3 (0 is identical)
Depth15%99DeepDeepSameDepth difference: 0.9
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Finish & visual result25% of overall · 2 of 4 compared72
Finish35%56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage30%—not comparableBuildableNot listedNot comparedCoverage not listed for one product
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 publishedSensitiveSkin-type suitability not published for one product
Overall match 89/100Shade match 97/100Medium 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.
Ulta Beauty
SephoraCosts $2 more
