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Make 'EM Wonder, 24H Soft Matte Foundation 39 Cocoa dupes and alternatives NYX Professional Makeup

Very 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 foundation overall, scored on shade match (55%), finish and visual result (25%), wear and performance (15%) and skin suitability (5%).

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Fragrance-free7No drying alcohol7Vegan4Cruelty-free3Oil-free0With SPF, applied. RemoveMineral2

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7 of 33

Only showing matches with SPF.

  • 26 matches have no SPF listed and are not shown.

Closest shade match: Smashbox Halo Healthy Glow Tinted Moisturizer SPF 25 Deep Rich Neutral

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

Your shade
NYX Professional Makeup
39 CocoaChange shade
Depth and undertone: Very deep · Neutral · neutral pink
Finish and coverage: Matte · Buildable coverage
The match
Smashbox
Deep Rich Neutral
Depth and undertone: Very deep · Neutral
Finish and coverage: Natural · Light coverage
Shade match
96out of 100
Colour
99
Depth
100
Undertone
85
Medium confidence· Digital matchWhy it matches
Match price
$41Ulta BeautyUlta Beauty
Costs $26.03 more

Your shade $14.97 at Walmart · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative: IT Cosmetics CC+ Cream Natural Matte Foundation Deep Bronze

The most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
NYX Professional Makeup
39 CocoaChange shade
Depth and undertone: Very deep · Neutral · neutral pink
Finish and coverage: Matte · Buildable coverage
The match
IT Cosmetics
Deep Bronze
Depth and undertone: Very deep · Neutral · neutral pink
Finish and coverage: Matte · Full coverage
Overall match
82out of 100
Shade (Shade match)
92
Finish (Finish & visual result)
81
Wear (Wear & performance)
50
Skin (Skin suitability)
67
Medium confidence· Digital matchWhy it matches
Best price
$39SephoraSephora
Costs $24.03 more

Your shade $14.97 at Walmart

SephoraView at Sephora

More matches

Show
Overall alternativesShade matchesRanked by the overall match: the most similar foundation on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.

Ranked by the overall match: the most similar foundation on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.

  1. #3 · bareMinerals

    ORIGINAL Talc-Free Pressed Powder Foundation Mineral SPF 15

    Neutral Deep 29
    Shade match 89
    $39.50Ulta BeautyUlta Beauty(product price)Costs $24.53 more

    Matches: Very close colourSame neutral undertoneSame matte finish

    No material differences in the data we have.

    Score details
    Shade match
    89
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    84

    Very close colour · Matte · Buildable coverage

    Ingredients (not scored): no ingredient list for one product

    Retailer shade note: for extra deep neutral skin with a peach hue

    Medium confidence· Digital match

    View match
  2. #4 · Naked Sundays

    BeautyScreen Peptide Foundation Tint SPF 50

    Shade 10
    Shade match 92
    $38Ulta BeautyUlta Beauty(product price)Costs $23.03 more

    Matches: Very close colourSame neutral undertoneClaims a skin-like finish

    Differences: Light-medium rather than buildable coverage

    Score details
    Shade match
    92
    Finish & visual result
    76
    Wear & performance
    40
    Skin suitability
    84

    Very close colour · Light-medium coverage

    Ingredients (not scored): no ingredient list for one product

    Differences: Light-medium rather than buildable coverage

    Retailer shade note: deep

    Medium confidence· Digital match

    View match
  3. #5 · BLK/OPL

    TRUE COLOR Skin Perfecting Stick Foundation SPF 15

    Sweet Espresso
    Shade match 87
    $14.50Ulta BeautyUlta Beauty(product price)$0.47 less (3%)

    Matches: Very close colourSame matte finishClaims a blurring effect

    Differences: Full rather than buildable coverage

    Score details
    Shade match
    87
    Finish & visual result
    81
    Wear & performance
    40
    Skin suitability
    84

    Very close colour · Matte · Full coverage

    Ingredients (not scored): no ingredient list for one product

    Differences: Full rather than buildable coverage

    Retailer shade note: deep shade

    Medium confidence· Digital match

    View match
  4. #6 · BLK/OPL

    TRUE COLOR Mineral Matte Crème Powder Foundation SPF 15

    Carob
    Shade match 85
    $14.95Ulta BeautyUlta Beauty$0.02 less (0%)

    Matches: Very close colourSame matte finishAdds SPF 15

    Differences: Full rather than buildable coverageNot marketed for combination/oily skin

    Score details
    Shade match
    85
    Finish & visual result
    91
    Wear & performance
    50
    Skin suitability
    30

    Very close colour · Matte · Full coverage

    Ingredients (not scored): no ingredient list for one product

    Differences: Full rather than buildable coverage · Not marketed for combination/oily skin

    Medium confidence· Digital match

    View match
  5. #7 · bareMinerals

    ORIGINAL Loose Talc-Free Mineral Powder Foundation SPF 15

    Deepest Deep 30
    Shade match 94
    $39.50SephoraSephoraCosts $24.53 more

    Matches: Near-identical swatch colourSimilar undertone (cool vs neutral)Claims a blurring effect

    Differences: Natural rather than matte finishMedium rather than buildable coverageNot marketed for oily skin

    Score details
    Shade match
    94
    Finish & visual result
    70
    Wear & performance
    40
    Skin suitability
    56

    Looks identical · Natural · Medium coverage

    Ingredients (not scored): no ingredient list for one product

    Differences: Natural rather than matte finish · Medium rather than buildable coverage · Not marketed for oily skin

    Retailer shade note: very deep cool skin with red undertones

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation 39 Cocoa (Very deep · Neutral · neutral pink undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer

    550 Suede C

    Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer, shade 550 Suede C

    • Looks identical
    • Very deep · Cool undertone

    $32

    SephoraView at Sephora
  2. Tarte Shape Tape Full Coverage Matte Concealer

    60N mahogany

    Tarte Shape Tape Full Coverage Matte Concealer, shade 60N mahogany

    • Very close colour
    • Very deep · Cool undertone

    $32

    SephoraView at Sephora
  3. Hourglass Vanish Airbrush Full Coverage Longwear Concealer

    Clove 11.4

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Clove 11.4

    • Very close colour
    • Very deep · Neutral undertone

    $39

    SephoraView at Sephora
  4. Dior Forever Skin Correct Full-Coverage Concealer

    9 Neutral

    Dior Forever Skin Correct Full-Coverage Concealer, shade 9 Neutral

    • Very close colour
    • Very deep · Neutral undertone

    $42

    SephoraView at Sephora
  5. Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer

    15

    Armani Beauty Luminous Silk Hydrating Face and Under-Eye Concealer, shade 15

    • Very close colour
    • Deep · Neutral undertone

    $42

    SephoraView at Sephora
  6. Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer

    7C

    Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer, shade 7C

    • Very close colour
    • Very deep · Cool undertone

    $38

    SephoraView at Sephora

Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.

Why the closest shade match works

Smashbox Halo Healthy Glow Tinted Moisturizer SPF 25 in Deep Rich Neutral, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 39 Cocoa. Every attribute compared, with its share of the score.

ComparedYour shade39 CocoaClosest shade matchDeep Rich NeutralScore
Shade match55% of overall96
Colour99#6f4432#6f4433Looks identicalColour difference 0.4 (0 is identical)
Depth100Very deepVery deepSameDepth difference: 0.0
Retailer descriptionNot statedRich deepNo depth word in one descriptionNot compared
Undertone85Neutral · neutral pinkNeutralClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared67
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80BuildableLightCloseLight coverage rather than buildable (buildable: one step of tolerance)
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 2 of 5 compared40
Longevity40Not listedLong-wearingSome differenceThe match claims long wear; your product does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall84
Skin type84Combination, normal, oilyCombination, dry, normal, oily, sensitiveBoth marketed for combination/​normal/​oily skin
Overall match 80/100Shade match 96/100Medium 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 Smashbox Halo Healthy Glow Tinted Moisturizer SPF 25 in Deep Rich Neutral.

Same or better

  • Near-identical swatch colour
  • Same neutral undertone
  • Light rather than buildable coverage
  • Claims long-wearing
  • Claims a lightweight feel
  • Adds SPF 25

Different

  • Natural finish instead of matte

Ingredients (information only, not scored)

No ingredient list for one product, so overlap is not known. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseNo ingredient listWater-based, high silicone
FragranceNo ingredient listNot listed
Drying alcoholNo ingredient listNot listed
SPFNot listedSPF 25
Overlap
View full match

Why the closest overall alternative works

IT Cosmetics CC+ Cream Natural Matte Foundation in Deep Bronze, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 39 Cocoa. Every attribute compared, with its share of the score.

ComparedYour shade39 CocoaClosest overall alternativeDeep BronzeScore
Shade match55% of overall92
Colour88#6f4432#76422cVery close colourColour difference 2.6 (0 is identical)
Depth99Very deepVery deepSameDepth difference: 0.6
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone100Neutral · neutral pinkNeutral · neutral pinkSamecandidate undertone inferred
Finish & visual result25% of overall · 3 of 4 compared81
Finish100MatteMatteSameSame matte finish
Coverage80BuildableFullCloseFull coverage rather than buildable (buildable: one step of tolerance)
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · none of 5 comparable50
Longevitynot comparableNot listedNot listedNot claimed by eitherNeither product lists long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfortnot comparableNot listedNot listedNot claimed by eitherNeither product lists a comfortable, lightweight feel
Skin suitability5% of overall67
Skin type67Combination, normal, oilyCombination, oilyBoth marketed for combination/​oily skin
Overall match 82/100Shade match 92/100Medium 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 IT Cosmetics CC+ Cream Natural Matte Foundation in Deep Bronze.

Same or better

  • Very close colour
  • Same neutral undertone
  • Same matte finish
  • Full rather than buildable coverage
  • Claims a blurring effect
  • Adds SPF 40

Different

  • Not marketed for normal skin

Ingredients (information only, not scored)

No ingredient list for one product, so overlap is not known. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseNo ingredient listWater-based, high silicone
FragranceNo ingredient listNot listed
Drying alcoholNo ingredient listNot listed
SPFNot listedSPF 40
Overlap
View full match

Where to buy

Closest shade match

Smashbox Halo Healthy Glow Tinted Moisturizer SPF 25 Deep Rich Neutral

Match price
$41Ulta BeautyUlta Beauty
Costs $26.03 more

Your shade $14.97 at Walmart · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative

IT Cosmetics CC+ Cream Natural Matte Foundation Deep Bronze

Best price
$39SephoraSephora
Costs $24.03 more

Your shade $14.97 at Walmart

SephoraView at Sephora

How these matches are scored

33 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.