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 shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
Ranked by the shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
Matches: Very close colour· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· Radiant rather than natural finish· Medium-full rather than buildable coverage
Score details
Shade match
82
Finish & visual result
82
Wear & performance
68
Skin suitability
50
Very close colour · Radiant · Medium-full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than cool undertone · 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 undertones
$15.99Ulta Beauty(product price)$14.01 less (47%)4.2 (1,617)
Matches: Claims transfer resistance· Both claim not settling into lines
Differences: Matte rather than natural finish· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
61
Wear & performance
65
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 16% 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
$12.99Ulta Beauty(product price)$17.01 less (57%)4.2 (11,365)
Matches: Similar undertone (neutral vs cool)· Both claim not settling into lines
Differences: Slightly lighter· Radiant rather than natural finish· No skin-like finish claimed
Score details
Shade match
81
Finish & visual result
50
Wear & performance
59
Skin suitability
50
Close colour · Radiant finish
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly lighter · Radiant rather than natural finish · No skin-like finish claimed · No long-wear claim · Does not claim a lightweight feel
Matches: Same natural finish· Claims a blurring effect· Claims transfer resistance
Differences: Neutral rather than cool undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
80
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 cool undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: very deep with neutral rich-brown undertones
Matches: Same cool undertone· Claims a blurring effect· Both claim not settling into lines
Differences: Matte rather than natural finish· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
80
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Slight colour difference · 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: very deep skin with a balance of warm & cool undertones
$12.99Ulta Beauty(product price)$17.01 less (57%)4.2 (11,365)
Matches: Both claim not settling into lines
Differences: Neutral rather than cool undertone· Radiant rather than natural finish· No skin-like finish claimed
Score details
Shade match
73
Finish & visual result
50
Wear & performance
59
Skin suitability
50
Close colour · Radiant finish
Ingredients (not scored): 16% ingredient overlap
Differences: Neutral rather than cool undertone · Radiant rather than natural finish · No skin-like finish claimed · No long-wear claim · Does not claim a lightweight feel
Matches: Same natural finish· Claims a blurring effect· Claims transfer resistance
Differences: Neutral rather than cool undertone· Full rather than buildable coverage· No skin-like finish claimed
Score details
Shade match
72
Finish & visual result
73
Wear & performance
61
Skin suitability
50
Slight colour difference · Natural · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than cool undertone · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: deepest with rich neutral undertones
Matches: Same cool undertone· Both claim a skin-like finish· Claims a blurring effect
Differences: Noticeably different swatch colour· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
71
Finish & visual result
70
Wear & performance
75
Skin suitability
50
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 8% ingredient overlap
Differences: Noticeably different swatch colour · Matte rather than natural finish · Full rather than buildable coverage · Does not claim a lightweight feel
Retailer shade note: extra rich skin tones with red undertones
Matches: Same cool undertone· Same natural finish· Claims a blurring effect
Differences: Noticeably different swatch colour· Slightly lighter· Full rather than buildable coverage
Score details
Shade match
70
Finish & visual result
73
Wear & performance
61
Skin suitability
50
Slight colour difference · Natural · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour · Slightly lighter · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: very deep with cool brown undertones
Matches: Claims a blurring effect· Claims transfer resistance· Both claim not settling into lines
Differences: Slightly lighter· Slightly warmer undertone· Matte rather than natural finish
Score details
Shade match
65
Finish & visual result
58
Wear & performance
75
Skin suitability
50
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 15% ingredient overlap
Differences: Slightly lighter · Slightly warmer undertone · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed
Retailer shade note: rich deep with neutral golden undertones
Matches: Same natural finish· Both claim not settling into lines· Both claim a lightweight feel
Differences: Noticeably different swatch colour· Neutral rather than cool undertone· Medium rather than buildable coverage
Score details
Shade match
65
Finish & visual result
86
Wear & performance
86
Skin suitability
50
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone · Medium rather than buildable coverage · No skin-like finish claimed
Retailer shade note: rich deep with neutral undertones
Matches: Claims a blurring effect· Both claim not settling into lines
Differences: Slightly lighter· Olive rather than cool undertone· Matte rather than natural finish
Score details
Shade match
65
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly lighter · Olive rather than cool 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: very deep skin with very warm, golden or olive undertones
Matches: Claims a blurring effect· Both claim not settling into lines
Differences: Slightly warmer undertone· Matte rather than natural finish· Full rather than buildable coverage
Score details
Shade match
65
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly warmer 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: very deep skin with warm, peach undertones
Matches: Claims a blurring effect· Both claim not settling into lines
Differences: Slightly lighter· Slightly warmer undertone· Matte rather than natural finish
Score details
Shade match
64
Finish & visual result
58
Wear & performance
72
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly lighter · Slightly warmer 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: very deep skin with very warm, rosy undertones
Differences: Noticeably different swatch colour· Neutral rather than cool undertone· Matte rather than natural finish
Score details
Shade match
63
Finish & visual result
61
Wear & performance
68
Skin suitability
50
Slight colour difference · Matte · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Noticeably different swatch colour · Neutral rather than cool undertone · Matte rather than natural finish · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
Matches: Same cool undertone· Same natural finish· Claims a blurring effect
Differences: Noticeably different swatch colour· Slightly lighter· Full rather than buildable coverage
Score details
Shade match
56
Finish & visual result
73
Wear & performance
61
Skin suitability
50
Visibly different colour · Natural · Full coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Noticeably different swatch colour · Slightly lighter · Full rather than buildable coverage · No skin-like finish claimed · Does not claim not settling into lines
Retailer shade note: ultra deep with cool rich-red undertones
Matches: Same natural finish· Both claim long-wearing· Both claim not settling into lines
Differences: Noticeably different swatch colour· Slightly lighter· Neutral rather than cool undertone
Score details
Shade match
51
Finish & visual result
79
Wear & performance
100
Skin suitability
50
Visibly different colour · Natural · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Noticeably different swatch colour · Slightly lighter · Neutral rather than cool undertone · Full rather than buildable coverage · No skin-like finish claimed
Retailer shade note: deepest with neutral undertones
The closest shade to Milk Makeup Future Fluid Longwear Hydrating Concealer 28C (Rich deep · Cool 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 shade match works
Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer in 17.5 Deep, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 28C. Every attribute compared, with its share of the score.
ComparedYour shade28CClosest shade match17.5 DeepHow they compareScore
Shade match55% of overall93
Colour60%90#522415#5a2b1bVery close colourColour difference 2.2 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared82
Finish35%56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage30%100BuildableMedium-fullCloseMedium-full coverage rather than buildable (buildable: one step of tolerance)
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 compared68
Longevity30%70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product says long-wearing without hours
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
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 publishedDry, normalSkin-type suitability not published for one product
Overall match 84/100Shade match 93/100Medium 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.
Too Faced Born This Way Super Coverage Multi-Use Concealer in Sable, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 28C. Every attribute compared, with its share of the score.
ComparedYour shade28CClosest overall alternativeSableHow they compareScore
Shade match55% of overall87
Colour60%82#522415#5b2f21Close colourColour difference 3.3 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared79
Finish35%100NaturalNaturalSameSame natural finish
Coverage30%80BuildableFullCloseFull coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
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 publishedNormal, dry, combinationSkin-type suitability not published for one product
Overall match 85/100Shade match 87/100Medium 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.
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