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Future Fluid Longwear Hydrating Concealer 25C dupes and alternatives Milk Makeup

Very deep · Cool 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

Finish

Formulation

  • Liquid0
  • Cream0
  • Serum0

Skin type

  • Dry0
  • Normal0
  • Combination0
  • Oily0
  • Sensitive0

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free0Oil-free0With SPF0Mineral0

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Only showing matches with buildable coverage, with a natural finish.

  • 2 matches have no coverage listed and are not shown.

Closest shade match: Revlon ColorStay Skin Awaken Concealer Coffee

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

Your shade
Milk Makeup
25CChange shade
Depth and undertone: Very deep · Cool
Finish and coverage: Natural · Buildable coverage
The match
Revlon
Coffee
Depth and undertone: Very deep
Finish and coverage: Natural · Buildable coverage
Shade match
66out of 100
Colour
59
Depth
87
Undertone
70
Medium confidence· Digital matchWhy it matches
Best price
$14.99Ulta BeautyUlta Beauty
$15.01 less (50%)

Your shade $30 at Ulta Beauty

Ulta BeautyView at Ulta Beauty

No match is close enough in colour to recommend as an overall alternative (shade match under 70).

Looking for a foundation in your shade?

The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 25C (Very deep · Cool undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

Closest foundations

  1. Sephora Collection Microsmooth Multi-Tasking Baked Face Powder Foundation

    80 Sienna

    Sephora Collection Microsmooth Multi-Tasking Baked Face Powder Foundation, shade 80 Sienna

    • Very close colour
    • Very deep · Cool undertone

    $22

    SephoraView at Sephora
  2. Lancôme Teint Idole Ultra Wear Care and Glow Foundation

    540C

    Lancôme Teint Idole Ultra Wear Care and Glow Foundation, shade 540C

    • Very close colour
    • Very deep · Cool undertone

    $53

    SephoraView at Sephora
  3. ILIA Super Serum Skin Tint SPF 40

    Roque ST18

    ILIA Super Serum Skin Tint SPF 40, shade Roque ST18

    • Very close colour
    • Very deep · Cool undertone

    $48

    SephoraView at Sephora
  4. Monika Blunder Beauty Blunder Cover Foundation/Concealer

    Shade: 8 - ACHT

    Monika Blunder Beauty Blunder Cover Foundation/Concealer, shade Shade: 8 - ACHT

    • Very close colour
    • Very deep · Cool undertone

    $26

    Ulta BeautyView at Ulta Beauty
  5. m.ph by Mary Phillips Le Skin Weightless Serum Foundation

    Deep 290 C

    m.ph by Mary Phillips Le Skin Weightless Serum Foundation, shade Deep 290 C

    • Very close colour
    • Very deep · Cool undertone

    $49

    SephoraView at Sephora
  6. Estée Lauder Futurist Skin Tint Serum Foundation SPF 20

    6C1 Rich Cocoa

    Estée Lauder Futurist Skin Tint Serum Foundation SPF 20, shade 6C1 Rich Cocoa

    • Very close colour
    • Very deep · Cool undertone

    $33

    SephoraView at Sephora

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

Revlon ColorStay Skin Awaken Concealer in Coffee, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 25C. Every attribute compared, with its share of the score.

ComparedYour shade25CClosest shade matchCoffeeScore
Shade match55% of overall66
Colour59#733923#794520Slight colour differenceColour difference 6.4 (0 is identical)
Depth87Very deepVery deepSameDepth difference: 5.3
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Undertone70CoolUnknownSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared86
Finish100NaturalNaturalSameSame natural finish
Coverage100BuildableBuildableSameSame buildable coverage
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 · 4 of 5 compared61
Longevity70Long-wearing24-hour wearSome differenceThe match claims 24-hour wear; your product says long-wearing without hours
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
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 publishedNot publishedSkin-type suitability not published for one product
Overall match 70/100Shade match 66/100Medium 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 Revlon ColorStay Skin Awaken Concealer in Coffee.

Same or better

  • $15.01 less
  • Same natural finish
  • Same buildable coverage
  • Claims transfer resistance
  • Both claim a lightweight feel

Different

  • Visible colour difference
  • Runs slightly lighter
  • No skin-like finish claimed
  • Does not claim not settling into lines

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 14%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
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 Coffee

Best price
$14.99Ulta BeautyUlta Beauty
$15.01 less (50%)

Your shade $30 at Ulta Beauty

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.