Beautler.Your beauty butler

Future Fluid Longwear Hydrating Concealer 30NC dupes and alternatives Milk Makeup

Rich deep · Neutral · neutral pink 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, 3 applied

Coverage

  • Medium0
  • Medium to full0
  • Full0
  • Buildable0

Finish

Formulation

  • Liquid0
  • Cream0
  • Serum0

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan1Cruelty-free0Oil-free0With SPF0Mineral0

Avoid an ingredient

Sort

1 of 30

Only showing matches made for sensitive skin, with a radiant finish, without talc.

  • 4 matches have no skin type listed and are not shown.

Closest shade matchClosest overall alternative: Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer 190

The equivalent shade and the most similar concealer overall.

Your shade
Milk Makeup
30NCChange shade
Depth and undertone: Rich deep · Neutral · neutral pink
Finish and coverage: Natural · Buildable coverage
The match
Maybelline
190
Depth and undertone: Rich deep · Neutral
Finish and coverage: Radiant finish
Overall match
63out of 100
Shade (Shade match)
71
Finish (Finish & visual result)
50
Wear (Wear & performance)
59
Skin (Skin suitability)
50
Shade match
71out of 100
Colour
58
Depth
100
Undertone
85
Medium confidence· Digital matchWhy it matches
Match price
$12.99Ulta BeautyUlta Beauty
$17.01 less (57%)

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 30NC (Rich deep · Neutral · neutral pink undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

Closest foundations

  1. Temptu Perfect Canvas Foundation

    17N/W Java

    Temptu Perfect Canvas Foundation, shade 17N/W Java

    • Looks identical
    • Rich deep · Neutral undertone

    $34

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

    61N Espresso Neutral

    Tarte Amazonian Clay Blurring Powder Foundation, shade 61N Espresso Neutral

    • Looks identical
    • Rich deep · Cool undertone

    $40

    SephoraView at Sephora
  3. Urban Decay Face Bond Self Setting Waterproof Foundation

    38

    Urban Decay Face Bond Self Setting Waterproof Foundation, shade 38

    • Looks identical
    • Rich deep · Neutral undertone

    $40

    SephoraView at Sephora
  4. R.E.M. Beauty Sweetener Foundation

    rich 9 n

    R.E.M. Beauty Sweetener Foundation, shade rich 9 n

    • Looks identical
    • Rich deep · Neutral undertone

    $35

    Ulta BeautyView at Ulta Beauty
  5. Maybelline Super Stay 24H Skin Tint + Vitamin C

    375

    Maybelline Super Stay 24H Skin Tint + Vitamin C, shade 375

    • Very close colour
    • Rich deep · Neutral · neutral pink undertone

    $17.99

    Ulta BeautyView at Ulta Beauty
  6. Temptu Silksphere Foundation

    17N Java

    Temptu Silksphere Foundation, shade 17N Java

    • Looks identical
    • Rich deep · Neutral undertone

    $34

    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

Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer in 190, against Milk Makeup Future Fluid Longwear Hydrating Concealer in 30NC. Every attribute compared, with its share of the score.

ComparedYour shade30NCClosest match190Score
Shade match55% of overall71
Colour58#44271f#45220bSlight colour differenceColour difference 6.5 (0 is identical)
Depth100Rich deepRich deepSameDepth difference: 0.0
Retailer descriptionVery deepNot statedNo depth word in one descriptionNot compared
Undertone85Neutral · neutral pinkNeutralClosecandidate undertone inferred
Finish & visual result25% of overall · 2 of 4 compared50
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
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 compared59
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
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 publishedSensitiveSkin-type suitability not published for one product
Overall match 63/100Shade match 71/100Medium 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 Instant Age Rewind Eraser Dark Circle Treatment Concealer in 190.

Same or better

  • $17.01 less
  • Same neutral undertone
  • Both claim not settling into lines

Different

  • Visible colour difference
  • Radiant finish instead of natural
  • No skin-like finish claimed
  • No long-wear claim
  • Does not claim a lightweight feel

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 16%. Ingredients only affect results through the filters.

AttributeYour shadeClosest 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 190

Match price
$12.99Ulta BeautyUlta Beauty
$17.01 less (57%)

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.