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Make 'EM Wonder, 24H Soft Matte Foundation 45 Rich Cocoa dupes and alternatives NYX Professional 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 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-free11No drying alcohol12Vegan7Cruelty-free6Oil-free0With SPF2Mineral1

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14 of 30

Only showing matches made for sensitive skin.

  • 1 match has no skin type listed and is not shown.

Closest shade matchClosest overall alternative: Iconic London Super Smoother Blurring Skin Tint Neutral Rich

The equivalent shade and the most similar foundation overall.

Your shade
NYX Professional Makeup
45 Rich CocoaChange shade
Depth and undertone: Rich deep · Neutral · neutral pink
Finish and coverage: Matte · Buildable coverage
The match
Iconic London
Neutral Rich
Depth and undertone: Rich deep · Neutral
Finish and coverage: Natural · Medium coverage
Overall match
74out of 100
Shade (Shade match)
88
Finish (Finish & visual result)
64
Wear (Wear & performance)
40
Skin (Skin suitability)
84
Shade match
88out of 100
Colour
86
Depth
100
Undertone
85
Medium confidence· Digital matchWhy it matches
Best price
$35Ulta BeautyUlta Beauty
Costs $20.03 more

Your shade $14.97 at Walmart

Ulta BeautyView at Ulta Beauty

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. #2 · TIRTIR

    Mask Fit AI Filter Cushion

    55N ESPRESSO
    Shade match 83
    $25Ulta BeautyUlta Beauty(product price)Costs $10.03 more

    Matches: Same neutral undertoneSame matte finishClaims a skin-like finish

    Differences: Full rather than buildable coverage

    Score details
    Shade match
    83
    Finish & visual result
    73
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Full coverage

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

    Differences: Full rather than buildable coverage

    Retailer shade note: deep with neutral undertone

    Medium confidence· Digital match

    View match
  2. #3 · Juvia's Place

    I Am Magic Velvety Matte Foundation

    100 Sudan
    Shade match 73
    $14.40$24Ulta BeautyUlta Beauty$0.57 less (4%)

    Matches: Similar undertone (cool vs neutral)Same matte finishClaims long-wearing

    Differences: Noticeably different swatch colourFull rather than buildable coverage

    Score details
    Shade match
    73
    Finish & visual result
    91
    Wear & performance
    40
    Skin suitability
    84

    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: for the deepest darkest skin w/ a cool undertone

    Medium confidence· Digital match

    View match
  3. #4 · Essence

    Foundation Stick

    400
    Shade match 66
    $6.99Ulta BeautyUlta Beauty(product price)$7.98 less (53%)

    Matches: Similar undertone (cool vs neutral)Same matte finish

    Differences: Noticeably different swatch colourMedium rather than buildable coverage

    Score details
    Shade match
    66
    Finish & visual result
    100
    Wear & performance
    50
    Skin suitability
    84

    Slight colour difference · Matte · Medium coverage

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

    Differences: Noticeably different swatch colour · Medium rather than buildable coverage

    Retailer shade note: very deep with cool undertones

    Medium confidence· Digital match

    View match
  4. #5 · Essence

    Foundation Stick

    380
    Shade match 65
    $6.99Ulta BeautyUlta Beauty(product price)$7.98 less (53%)

    Matches: Same neutral undertoneSame matte finish

    Differences: Noticeably different swatch colourMedium rather than buildable coverage

    Score details
    Shade match
    65
    Finish & visual result
    100
    Wear & performance
    50
    Skin suitability
    84

    Slight colour difference · Matte · Medium coverage

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

    Differences: Noticeably different swatch colour · Medium rather than buildable coverage

    Retailer shade note: very deep with neutral undertones

    Medium confidence· Digital match

    View match
  5. #6 · Live Tinted

    HUESTICK Complexion Stick

    01 Deep
    Shade match 79
    $42Ulta BeautyUlta BeautyCosts $27.03 more

    Matches: Similar undertone (cool vs neutral)Same matte finishClaims a skin-like finish

    Differences: Full rather than buildable coverage

    Score details
    Shade match
    79
    Finish & visual result
    73
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Full coverage

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

    Differences: Full rather than buildable coverage

    Retailer shade note: cool undertone

    Medium confidence· Digital match

    View match
  6. #7 · Fenty Beauty

    Eaze Drop Lightweight Blurring Skin Tint

    25
    Shade match 83
    $41Ulta BeautyUlta Beauty(product price)Costs $26.03 more

    Matches: Same neutral undertoneClaims a blurring effectClaims transfer resistance

    Differences: Natural rather than matte finishLight rather than buildable coverage

    Score details
    Shade match
    83
    Finish & visual result
    62
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Natural · Light coverage

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

    Differences: Natural rather than matte finish · Light rather than buildable coverage

    Retailer shade note: deep with neutral undertones

    Medium confidence· Digital match

    View match
  7. #8 · Revolution Beauty

    Superfix Blur Longwear Foundation

    F20NC
    Shade match 69
    $14Ulta BeautyUlta Beauty(product price)$0.97 less (6%)

    Matches: Same matte finishSame buildable coverageClaims a blurring effect

    Differences: Slightly warmer undertone

    Score details
    Shade match
    69
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Buildable coverage

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

    Differences: Slightly warmer undertone

    Retailer shade note: deep skin tones with a warm undertone

    Medium confidence· Digital match

    View match
  8. #9 · TIRTIR

    Mask Fit Red Cushion

    55N ESPRESSO
    Shade match 67
    $25Ulta BeautyUlta Beauty(product price)Costs $10.03 more

    Matches: Same neutral undertoneSame matte finishClaims 24-hour wear

    Differences: Noticeably different swatch colourFull rather than buildable coverage

    Score details
    Shade match
    67
    Finish & visual result
    91
    Wear & performance
    40
    Skin suitability
    84

    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 with neutral undertone

    Medium confidence· Digital match

    View match
  9. #10 · Charlotte Tilbury

    Airbrush Flawless Foundation

    17 Neutral
    Shade match 70
    $52SephoraSephoraCosts $37.03 more

    Matches: Same neutral undertoneSame matte finishClaims a skin-like finish

    Differences: Noticeably different swatch colourMedium rather than buildable coverage

    Score details
    Shade match
    70
    Finish & visual result
    79
    Wear & performance
    40
    Skin suitability
    84

    Slight colour difference · Matte · Medium coverage

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

    Differences: Noticeably different swatch colour · Medium rather than buildable coverage

    Retailer shade note: deep with neutral undertones

    Medium confidence· Digital match

    View match
  10. #11 · PÜR

    4-in-1 Love Your Selfie Longwear Foundation & Concealer

    DPN6 Espresso
    Shade match 70
    $40Ulta BeautyUlta Beauty(product price)Costs $25.03 more

    Matches: Same neutral undertoneSame matte finishClaims a skin-like finish

    Differences: Noticeably different swatch colourFull rather than buildable coverage

    Score details
    Shade match
    70
    Finish & visual result
    79
    Wear & performance
    40
    Skin suitability
    84

    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/ neutral undertones

    Medium confidence· Digital match

    View match
  11. #12 · IT Cosmetics

    CC+ Cream Full Coverage Color Correcting Foundation

    Deep Cool
    Shade match 74
    $39SephoraSephoraCosts $24.03 more

    Matches: Similar undertone (cool vs neutral)Claims long-wearingAdds SPF 50

    Differences: Natural rather than matte finishFull rather than buildable coverage

    Score details
    Shade match
    74
    Finish & visual result
    67
    Wear & performance
    40
    Skin suitability
    84

    Slight colour difference · Natural · Full coverage

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

    Differences: Natural rather than matte finish · Full rather than buildable coverage

    Retailer shade note: deepest cool with red undertones

    Medium confidence· Digital match

    View match
  12. #13 · L'Oréal Paris

    True Match Super-Blendable Foundation

    C12 Cool Deep
    Shade match 70
    $13.99Ulta BeautyUlta Beauty$0.98 less (7%)

    Matches: Similar undertone (cool vs neutral)Claims a skin-like finish

    Differences: Noticeably different swatch colourNatural rather than matte finishMedium rather than buildable coverage

    Score details
    Shade match
    70
    Finish & visual result
    68
    Wear & performance
    50
    Skin suitability
    84

    Slight colour difference · Natural · Medium coverage

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

    Differences: Noticeably different swatch colour · Natural rather than matte finish · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  13. #14 · BLK/OPL

    TRUE COLOR Skin Perfecting Stick Foundation SPF 15

    Java Dream
    Shade match 66
    $14.50Ulta BeautyUlta Beauty(product price)$0.47 less (3%)

    Matches: Similar undertone (cool vs neutral)Same matte finishClaims a blurring effect

    Differences: Noticeably different swatch colourFull rather than buildable coverage

    Score details
    Shade match
    66
    Finish & visual result
    81
    Wear & performance
    40
    Skin suitability
    84

    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 shade with cool undertones

    Medium confidence· Digital match

    View match

Showing 12 of 13 matches

Looking for a concealer in your shade?

The closest shade to NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation 45 Rich Cocoa (Rich deep · Neutral · neutral pink undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW65

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW65

    • Slight colour difference
    • Rich deep · Cool undertone

    $30

    SephoraView at Sephora
  2. Charlotte Tilbury Airbrush Flawless Long-Wear Blur Concealer

    17.5 Deep

    Charlotte Tilbury Airbrush Flawless Long-Wear Blur Concealer, shade 17.5 Deep

    • Close colour
    • Rich deep · Warm undertone

    $36

    SephoraView at Sephora
  3. Laura Mercier Real Flawless Weightless Perfecting Serum Concealer

    7N1

    Laura Mercier Real Flawless Weightless Perfecting Serum Concealer, shade 7N1

    • Slight colour difference
    • Rich deep · Neutral undertone

    $34

    SephoraView at Sephora
  4. Milk Makeup Future Fluid Longwear Hydrating Concealer

    30NC

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 30NC

    • Slight colour difference
    • Rich deep · Neutral · neutral pink undertone

    $30

    Ulta BeautyView at Ulta Beauty
  5. Tarte Shape Tape Full Coverage Matte Concealer

    63N espresso neutral

    Tarte Shape Tape Full Coverage Matte Concealer, shade 63N espresso neutral

    • Slight colour difference
    • Rich deep · Cool undertone

    $32

    SephoraView at Sephora
  6. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Chocolate Chip 8.7 Red

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Chocolate Chip 8.7 Red

    • Slight colour difference
    • Rich deep · Cool undertone

    $31

    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 match works

Iconic London Super Smoother Blurring Skin Tint in Neutral Rich, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in 45 Rich Cocoa. Every attribute compared, with its share of the score.

ComparedYour shade45 Rich CocoaClosest matchNeutral RichScore
Shade match55% of overall88
Colour86#271711#2c1f1aVery close colourColour difference 2.9 (0 is identical)
Depth100Rich deepRich deepSameDepth difference: 0.0
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone85Neutral · neutral pinkNeutralClosefrom retailer shade descriptions
Finish & visual result25% of overall64
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage100BuildableMediumCloseMedium coverage rather than buildable (buildable: one step of tolerance)
Skin-like finish40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 2 of 5 compared40
Longevity40Not listed12-hour wearSome 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 74/100Shade match 88/100Medium 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 Iconic London Super Smoother Blurring Skin Tint in Neutral Rich.

Same or better

  • Very close colour
  • Same neutral undertone
  • Medium rather than buildable coverage
  • Claims a skin-like finish
  • Claims a blurring effect
  • Claims 12-hour wear
  • Claims a lightweight feel

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 match
BaseNo ingredient listSilicone-based, high silicone
FragranceNo ingredient listNot listed
Drying alcoholNo ingredient listNot listed
SPFNot listedNot listed
Overlap
View full match

Where to buy Neutral Rich

Best price
$35Ulta BeautyUlta Beauty
Costs $20.03 more

Your shade $14.97 at Walmart

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.