Rich deep · Cool 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%).
13 of 30 matches
Only showing matches with full coverage.
The equivalent shade and the most similar foundation overall.
Ulta BeautyYour shade $7.53 at Walmart
Juvia's Place I Am Magic Velvety Matte Foundation
Every store that sells this shade · prices as last checked
Ulta Beauty$14.40View at Ulta Beauty
AmazonSee price at AmazonView at AmazonRanked 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.
WalmartCosts $4.44 moreMatches: Same cool undertoneSame matte finishClaims long-wearing
Differences: Full rather than buildable coverage
Close colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Full rather than buildable coverage
Medium confidence· Digital match
Milani Conceal + Perfect 2-in-1 Foundation
Every store that sells this shade · prices as last checked
Walmart$11.97View at Walmart
Target$11.99View at TargetUlta Beauty(product price)Costs $0.47 moreMatches: Very close colourSame matte finish
Differences: Slightly warmer undertoneFull rather than buildable coverage
Very close colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Slightly warmer undertone · Full rather than buildable coverage
Retailer shade note: deep skin tones with a warm undertone
Medium confidence· Digital match
Revolution Beauty Conceal & Define Soft Matte Full Coverage Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $8 · product priceView at Ulta Beauty
SephoraCosts $31.47 moreMatches: Same cool undertoneSame matte finishClaims 24-hour wear
Differences: Full rather than buildable coverageNot marketed for combination skin
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Full rather than buildable coverage · Not marketed for combination skin
Retailer shade note: very rich with red undertones
Medium confidence· Digital match
MAC Cosmetics Studio Fix Fluid SPF 15 Foundation
Every store that sells this shade · prices as last checked
Sephora$39View at SephoraUlta Beautyfrom $39 · product priceView at Ulta Beauty
Macy's$39View at Macy'sUlta Beauty(product price)Costs $16.47 moreMatches: Same matte finishClaims long-wearingClaims not settling into lines
Differences: Neutral rather than cool undertoneFull rather than buildable coverage
Close colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Full rather than buildable coverage
Retailer shade note: for the deepest darkest skin w/ neutral undertone
Medium confidence· Digital match
Juvia's Place I Am Magic Velvety Matte Foundation
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $24 · product priceView at Ulta BeautyAmazonSee price at AmazonView at AmazonUlta BeautyCosts $12.47 moreMatches: Same cool undertoneSame matte finishClaims long-wearing
Differences: Noticeably different swatch colourFull rather than buildable coverage
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage
Medium confidence· Digital match
Juvia's Place I am Magic Powder Foundation
Every store that sells this shade · prices as last checked
Ulta Beauty$20View at Ulta BeautyUlta Beauty(product price)Costs $32.47 moreMatches: Same matte finishClaims a skin-like finishClaims long-wearing
Differences: Neutral rather than cool undertoneFull rather than buildable coverage
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Full rather than buildable coverage
Retailer shade note: rich brown skin w/ neutral undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $40 · product priceView at Ulta BeautyUlta Beauty(product price)Costs $32.47 moreMatches: Same cool undertoneSame matte finishClaims a skin-like finish
Differences: Noticeably different swatch colourFull rather than buildable coverage
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage
Retailer shade note: rich brown skin w/ pink undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Ulta Beautyfrom $40 · product priceView at Ulta BeautySephoraCosts $10.46 moreMatches: Same cool undertoneSame matte finishClaims a blurring effect
Differences: Noticeably different swatch colourFull rather than buildable coverageNot marketed for combination/normal/oily skin
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage · Not marketed for combination/normal/oily skin
Retailer shade note: deep, rosy undertones
Medium confidence· Digital match
ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation
Every store that sells this shade · prices as last checked
Sephora$17.99View at SephoraSephoraCosts $31.47 moreMatches: Same cool undertoneSame matte finishClaims a blurring effect
Differences: Noticeably different swatch colourFull rather than buildable coverageNot marketed for normal skin
Visibly different colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage · Not marketed for normal skin
Medium confidence· Digital match
IT Cosmetics CC+ Cream Natural Matte Foundation
Every store that sells this shade · prices as last checked
Sephora$39View at SephoraUlta Beautyfrom $39 · product priceView at Ulta BeautyMacy's$39View at Macy'sSephoraCosts $34.47 moreMatches: Same cool undertoneSame matte finishClaims a blurring effect
Differences: Noticeably different swatch colourFull rather than buildable coverage
Visibly different colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage
Retailer shade note: very deep skin with a balance of warm & cool undertones
Medium confidence· Digital match
Tarte Face Tape Full Coverage Foundation
Every store that sells this shade · prices as last checked
Sephora$42View at SephoraUlta Beautyfrom $42 · product priceView at Ulta BeautySephoraCosts $10.46 moreMatches: Same matte finishClaims a blurring effectClaims long-wearing
Differences: Neutral rather than cool undertoneFull rather than buildable coverageNot marketed for combination/normal/oily skin
Close colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Full rather than buildable coverage · Not marketed for combination/normal/oily skin
Retailer shade note: very deep, neutral undertones
Medium confidence· Digital match
ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation
Every store that sells this shade · prices as last checked
Sephora$17.99View at SephoraUlta Beauty(product price)Costs $32.47 moreMatches: Same cool undertoneSame matte finishClaims a skin-like finish
Differences: Noticeably different swatch colourFull rather than buildable coverage
Slight colour difference · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Noticeably different swatch colour · Full rather than buildable coverage
Retailer shade note: deep brown with pink undertones
Medium confidence· Digital match
PÜR 4-in-1 Love Your Selfie Longwear Foundation & Concealer
Every store that sells this shade · prices as last checked
Macy'sfrom $38 · product priceView at Macy'sUlta Beautyfrom $40 · product priceView at Ulta BeautyThe closest shade to NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation 44 Rich Espresso (Rich deep · Cool undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.
Ganache
$36
NW65
$30
63N espresso neutral
$32
30NC
$30
9N
$38
Chocolate Chip 8.7 Red
$31
Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Juvia's Place I Am Magic Velvety Matte Foundation in 100 Sudan, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 44 Rich Espresso. Every attribute compared, with its share of the score.
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.
To Juvia's Place I Am Magic Velvety Matte Foundation in 100 Sudan.
No ingredient list for one product, so overlap is not known. Ingredients only affect results through the filters.
Ulta BeautyYour shade $7.53 at Walmart
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.
