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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

  • Medium0
  • Medium to full0
  • Full0
  • Buildable0

Finish

Formulation

  • Liquid0
  • Cream0
  • Serum0

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan, applied. RemoveCruelty-free0Oil-free0With SPF0Mineral0

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Only showing matches made for sensitive skin, vegan.

  • 7 matches have no skin type listed and are not shown.
  • 18 matches have no vegan claim listed and are not shown.

Closest shade matchClosest overall alternative: Maybelline Fit Me Natural Finish Concealer 065 Coffee

The equivalent shade and the most similar concealer overall.

Your shade
Milk Makeup
25CChange shade
Depth and undertone: Very deep · Cool
Finish and coverage: Natural · Buildable coverage
The match
Maybelline
065 Coffee
Depth and undertone: Deep · Neutral · neutral pink
Finish and coverage: Natural finish
Overall match
70out of 100
Shade (Shade match)
72
Finish (Finish & visual result)
78
Wear (Wear & performance)
54
Skin (Skin suitability)
50
Shade match
72out of 100
Colour
66
Depth
74
Undertone
85
Medium confidence· Digital matchWhy it matches
Match price
$10.99Ulta BeautyUlta Beauty
$19.01 less (63%)

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

Ulta BeautyView at Ulta Beauty

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 match works

Maybelline Fit Me Natural Finish Concealer in 065 Coffee, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 25C. Every attribute compared, with its share of the score.

ComparedYour shade25CClosest match065 CoffeeScore
Shade match55% of overall72
Colour66#733923#824936Slight colour differenceColour difference 5.4 (0 is identical)
Depth74Very deepDeepSome differenceDepth difference: 9.0
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Undertone85CoolNeutral · neutral pinkClosecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared78
Finish100NaturalNaturalSameSame natural finish
Coveragenot comparableBuildableNot listedNot comparedCoverage not listed for one product
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 compared54
Longevity40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
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 publishedSensitiveSkin-type suitability not published for one product
Overall match 70/100Shade match 72/100Medium 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 Maybelline Fit Me Natural Finish Concealer in 065 Coffee.

Same or better

  • $19.01 less
  • Similar undertone (neutral vs cool)
  • Same natural finish
  • Both claim a lightweight feel

Different

  • Small colour difference on the swatch
  • Runs slightly lighter
  • No skin-like finish claimed
  • No long-wear claim
  • Does not claim not settling into lines

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 10%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, no siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone none vs high
View full match

Where to buy 065 Coffee

Match price
$10.99Ulta BeautyUlta Beauty
$19.01 less (63%)

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.