Beautler.Your beauty butler

Future Fluid Longwear Hydrating Concealer 23W dupes and alternatives Milk Makeup

Deep · 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%).

Filters, 1 applied

Coverage

  • Medium0
  • Medium to full0
  • Full1
  • Buildable0

Finish

  • Matte1
  • Natural0
  • Radiant0
  • Luminous0

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol0Vegan0Cruelty-free1Oil-free1With SPF0Mineral0

Avoid an ingredient

Sort

1 of 30

Only showing matches in cream form.

  • 5 matches have no formulation listed and are not shown.

Closest shade matchClosest overall alternative: Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer 490

The equivalent shade and the most similar concealer overall.

Your shade
Milk Makeup
23WChange shade
Depth and undertone: Deep · Warm
Finish and coverage: Natural · Buildable coverage
The match
Fenty Beauty
490
Depth and undertone: Deep · Neutral
Finish and coverage: Matte · Full coverage
Overall match
77out of 100
Shade (Shade match)
84
Finish (Finish & visual result)
61
Wear (Wear & performance)
86
Skin (Skin suitability)
50
Shade match
84out of 100
Colour
87
Depth
99
Undertone
65
Medium confidence· Digital matchWhy it matches
Best price
$30SephoraSephora
Same price

Your shade $30 at Ulta Beauty

SephoraView at Sephora

Looking for a foundation in your shade?

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.

Closest foundations

  1. bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15

    Golden Deep 28

    bareMinerals ORIGINAL Loose Matte Talc-Free Mineral Powder Foundation SPF 15, shade Golden Deep 28

    • Looks identical
    • Deep · Warm · golden undertone

    $39.50

    Ulta BeautyView at Ulta Beauty
  2. Tarte Amazonian Clay Blurring Powder Foundation

    51S Deep Sand

    Tarte Amazonian Clay Blurring Powder Foundation, shade 51S Deep Sand

    • Looks identical
    • Deep · Warm · golden undertone

    $40

    SephoraView at Sephora
  3. Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation

    440

    Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation, shade 440

    • Looks identical
    • Deep tan · Warm undertone

    $40

    SephoraView at Sephora
  4. Charlotte Tilbury Airbrush Flawless Foundation

    13 Warm

    Charlotte Tilbury Airbrush Flawless Foundation, shade 13 Warm

    • Very close colour
    • Deep · Warm undertone

    $52

    Ulta BeautyView at Ulta Beauty
  5. Ulta Beauty Collection Moisturizing Complexion Stick

    Deep Warm

    Ulta Beauty Collection Moisturizing Complexion Stick, shade Deep Warm

    • Very close colour
    • Deep · Warm undertone

    $16

    Ulta BeautyView at Ulta Beauty
  6. Clinique Even Better Clinical Vitamin Makeup Broad Spectrum SPF 45 Foundation

    Medium Deep Warm 4

    Clinique Even Better Clinical Vitamin Makeup Broad Spectrum SPF 45 Foundation, shade Medium Deep Warm 4

    • Very close colour
    • Deep · Warm undertone

    $49

    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

Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer in 490, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 23W. Every attribute compared, with its share of the score.

ComparedYour shade23WClosest match490Score
Shade match55% of overall84
Colour87#995b34#925c3dVery close colourColour difference 2.7 (0 is identical)
Depth99DeepDeepSameDepth difference: 0.8
Retailer descriptionDeepVery deepSome differenceRetailer descriptions one depth band apart
Undertone65WarmNeutralSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared61
Finish56NaturalMatteSome differenceMatte finish rather than natural
Coverage80BuildableFullCloseFull coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared86
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)
Comfort40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall50
Skin type50Not publishedNormal, dry, combination, oilySkin-type suitability not published for one product
Overall match 77/100Shade match 84/100Medium 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 Fenty Beauty Pro Filt'r Instant Retouch Longwear Liquid Concealer in 490.

Same or better

  • Very close colour
  • Full rather than buildable coverage
  • Both claim long-wearing
  • Both claim not settling into lines

Different

  • Neutral rather than warm undertone
  • Matte finish instead of natural
  • No skin-like finish claimed
  • Does not claim a lightweight feel
  • Contains alcohol

Ingredients (information only, not scored)

4 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 listedListed (alcohol)
SPFNot listedNot listed
OverlapBoth water-based; silicone none vs high
View full match

Where to buy 490

Best price
$30SephoraSephora
Same price

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.