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

Very 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%).

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16 of 30

Only showing matches with medium coverage.

Closest shade match: Ulta Beauty Collection Complexion Crush Foundation Dark Cool

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

Your shade
NYX Professional Makeup
Deep RichChange shade
Depth and undertone: Very deep · Cool
Finish and coverage: Matte · Buildable coverage
The match
Ulta Beauty Collection
Dark Cool
Depth and undertone: Very deep · Cool
Finish and coverage: Matte · Medium coverage
Shade match
94out of 100
Colour
90
Depth
98
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$16Ulta BeautyUlta Beauty
Same price

Your shade $16 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative: Too Faced Born This Way Soft Matte Foundation Spiced Rum

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
Deep RichChange shade
Depth and undertone: Very deep · Cool
Finish and coverage: Matte · Buildable coverage
The match
Too Faced
Spiced Rum
Depth and undertone: Very deep · Cool · rosy
Finish and coverage: Matte · Medium coverage
Overall match
82out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
86
Wear (Wear & performance)
40
Skin (Skin suitability)
100
Medium confidence· Digital matchWhy it matches
Best price
$48SephoraSephora
Costs $32 more

Your shade $16 at Ulta Beauty

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 · Too Faced

    Born This Way Soft Matte Foundation

    Hazelnut
    Shade match 84
    $48SephoraSephoraCosts $32 more

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

    Differences: Slightly deeperMedium rather than buildable coverage

    Score details
    Shade match
    84
    Finish & visual result
    86
    Wear & performance
    40
    Skin suitability
    100

    Close colour · Matte · Medium coverage

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

    Differences: Slightly deeper · Medium rather than buildable coverage

    Retailer shade note: deepest with rosy undertones

    Medium confidence· Digital match

    View match
  2. #4 · Too Faced

    Born This Way Soft Matte Foundation

    Cocoa
    Shade match 83
    $48SephoraSephoraCosts $32 more

    Matches: Very close colourSame matte finishClaims a skin-like finish

    Differences: Neutral rather than cool undertoneMedium rather than buildable coverage

    Score details
    Shade match
    83
    Finish & visual result
    86
    Wear & performance
    40
    Skin suitability
    100

    Very close colour · Matte · Medium coverage

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

    Differences: Neutral rather than cool undertone · Medium rather than buildable coverage

    Retailer shade note: deepest with neutral undertones

    Medium confidence· Digital match

    View match
  3. #5 · L'Oréal Paris

    Infallible Skin Ink 2-in-1 Foundation Concealer

    430 Deep Cool
    Shade match 84
    $18.99Ulta BeautyUlta Beauty(product price)Costs $2.99 more

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

    Differences: Slightly lighterMedium rather than buildable coverage

    Score details
    Shade match
    84
    Finish & visual result
    86
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Medium coverage

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

    Differences: Slightly lighter · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  4. #6 · Ulta Beauty Collection

    Moisturizing Complexion Stick

    Deep Cool
    Shade match 87
    $16Ulta BeautyUlta Beauty(product price)Same price

    Matches: Same cool undertoneClaims a blurring effect

    Differences: Slightly lighterNatural rather than matte finishMedium rather than buildable coverage

    Score details
    Shade match
    87
    Finish & visual result
    70
    Wear & performance
    50
    Skin suitability
    84

    Close colour · Natural · Medium coverage

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

    Differences: Slightly lighter · Natural rather than matte finish · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  5. #7 · Lancôme

    Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation

    550 Suede (C)
    Shade match 80
    $53Ulta BeautyUlta Beauty(product price)Costs $37 more

    Matches: Same matte finishClaims a blurring effectClaims long-wearing

    Differences: Slightly lighterMedium rather than buildable coverage

    Score details
    Shade match
    80
    Finish & visual result
    89
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Medium coverage

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

    Differences: Slightly lighter · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  6. #8 · Rare Beauty

    True to Myself Natural Matte Longwear Foundation

    46 Deep Neutral
    Shade match 83
    $38SephoraSephoraCosts $22 more

    Matches: Very close colourSame matte finishClaims a skin-like finish

    Differences: Neutral rather than cool undertoneMedium rather than buildable coverage

    Score details
    Shade match
    83
    Finish & visual result
    79
    Wear & performance
    40
    Skin suitability
    90

    Very close colour · Matte · Medium coverage

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

    Differences: Neutral rather than cool undertone · Medium rather than buildable coverage

    Retailer shade note: neutral red

    Medium confidence· Digital match

    View match
  7. #9 · Ciele

    tint & PROTECT medium coverage serum foundation

    11 | Rich
    Shade match 89
    $44SephoraSephoraCosts $28 more

    Matches: Very close colourSimilar undertone (neutral vs cool)Claims a skin-like finish

    Differences: Natural rather than matte finishMedium rather than buildable coverage

    Score details
    Shade match
    89
    Finish & visual result
    64
    Wear & performance
    40
    Skin suitability
    100

    Very close colour · Natural · Medium coverage

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

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

    Retailer shade note: rich

    Medium confidence· Digital match

    View match
  8. #10 · Ulta Beauty Collection

    Complexion Crush Foundation

    Deep Neutral
    Shade match 83
    $16Ulta BeautyUlta Beauty(product price)Same price

    Matches: Very close colourSame matte finishClaims a skin-like finish

    Differences: Neutral rather than cool undertoneMedium rather than buildable coverage

    Score details
    Shade match
    83
    Finish & visual result
    79
    Wear & performance
    40
    Skin suitability
    84

    Very close colour · Matte · Medium coverage

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

    Differences: Neutral rather than cool undertone · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  9. #11 · Palladio Beauty

    Build + Blend Foundation Stick

    Mocha
    Shade match 87
    $14.99Ulta BeautyUlta Beauty$1.01 less (6%)

    Matches: Very close colourClaims a skin-like finishClaims long-wearing

    Differences: Medium rather than buildable coverage

    Score details
    Shade match
    87
    Finish & visual result
    76
    Wear & performance
    40
    Skin suitability
    50

    Very close colour · Medium coverage

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

    Differences: Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  10. #12 · L'Oréal Paris

    Infallible Skin Ink 2-in-1 Foundation Concealer

    440 Deep Neutral
    Shade match 79
    $18.99Ulta BeautyUlta Beauty(product price)Costs $2.99 more

    Matches: Same matte finishClaims a skin-like finishClaims 48-hour wear

    Differences: Neutral rather than cool undertoneMedium rather than buildable coverage

    Score details
    Shade match
    79
    Finish & visual result
    86
    Wear & performance
    40
    Skin suitability
    84

    Close colour · Matte · Medium coverage

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

    Differences: Neutral rather than cool undertone · Medium rather than buildable coverage

    Medium confidence· Digital match

    View match
  11. #13 · Too Faced

    Born This Way Undetectable Medium-To-Full Coverage Foundation

    Spiced Rum
    Shade match 91
    $49SephoraSephoraCosts $33 more

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

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

    Score details
    Shade match
    91
    Finish & visual result
    68
    Wear & performance
    40
    Skin suitability
    30

    Very close colour · 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 combination/oily skin

    Retailer shade note: very deep with rosy undertones

    Medium confidence· Digital match

    View match
  12. #14 · Too Faced

    Born This Way Soft Matte Foundation

    Tiramisu
    Shade match 66
    $48SephoraSephoraCosts $32 more

    Matches: Same matte finishClaims a skin-like finishClaims 24-hour wear

    Differences: Slightly warmer undertoneMedium rather than buildable coverage

    Score details
    Shade match
    66
    Finish & visual result
    86
    Wear & performance
    40
    Skin suitability
    100

    Close colour · Matte · Medium coverage

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

    Differences: Slightly warmer undertone · Medium rather than buildable coverage

    Retailer shade note: deepest with golden undertones

    Medium confidence· Digital match

    View match
  13. #15 · Haus Labs

    Triclone Skin Tech Medium Coverage Foundation

    540 Deep
    Shade match 79
    $52SephoraSephoraCosts $36 more

    Matches: Claims a blurring effectClaims long-wearingClaims a lightweight feel

    Differences: Neutral rather than cool undertoneNatural rather than matte finishMedium rather than buildable coverage

    Score details
    Shade match
    79
    Finish & visual result
    70
    Wear & performance
    40
    Skin suitability
    28

    Close colour · Natural · Medium coverage

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

    Differences: Neutral rather than cool undertone · Natural rather than matte finish · Medium rather than buildable coverage · Not marketed for combination/oily skin

    Retailer shade note: with neutral undertones

    Medium confidence· Digital match

    View match
  14. #16 · Fenty Beauty

    Soft'Lit Naturally Luminous Hydrating Longwear Foundation

    480
    Shade match 69
    $44SephoraSephoraCosts $28 more

    Matches: Claims long-wearingClaims transfer resistance

    Differences: Slightly warmer undertoneNatural rather than matte finishMedium rather than buildable coverage

    Score details
    Shade match
    69
    Finish & visual result
    76
    Wear & performance
    40
    Skin suitability
    60

    Close colour · Natural · Medium coverage

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

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

    Retailer shade note: warm golden

    Medium confidence· Digital match

    View match

Showing 12 of 14 matches

Looking for a concealer in your shade?

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

Closest concealers

  1. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Spiced Rum

    Too Faced Born This Way Super Coverage Multi-Use Concealer, shade Spiced Rum

    • Close colour
    • Very deep · Cool · rosy undertone

    $36

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

    Anise 11.5

    Hourglass Vanish Airbrush Full Coverage Longwear Concealer, shade Anise 11.5

    • Close colour
    • Very deep · Cool · rosy undertone

    $39

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

    8C

    Estée Lauder Double Wear Stay-in-Place 24-Hour Concealer, shade 8C

    • Slight colour difference
    • Very deep · Cool undertone

    $38

    SephoraView at Sephora
  4. Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer

    4R76

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 4R76

    • Slight colour difference
    • Very deep · Cool undertone

    $35

    SephoraView at Sephora
  5. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NW55

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NW55

    • Close colour
    • Very deep · Neutral undertone

    $30

    SephoraView at Sephora
  6. L'Oréal Paris Infallible Full Wear Waterproof Concealer

    435 Coffee

    L'Oréal Paris Infallible Full Wear Waterproof Concealer, shade 435 Coffee

    • Slight colour difference
    • Very deep

    $15.99

    Ulta BeautyView at Ulta Beauty

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

Ulta Beauty Collection Complexion Crush Foundation in Dark Cool, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in Deep Rich. Every attribute compared, with its share of the score.

ComparedYour shadeDeep RichClosest shade matchDark CoolScore
Shade match55% of overall94
Colour90#78341b#7a3717Very close colourColour difference 2.3 (0 is identical)
Depth98Very deepVery deepSameDepth difference: 1.3
Retailer descriptionRich deepNot statedNo depth word in one descriptionNot compared
Undertone100CoolCoolSamefrom retailer shade descriptions
Finish & visual result25% of overall79
Finish100MatteMatteSameSame matte finish
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 · 1 of 5 compared40
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)
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 82/100Shade match 94/100Medium 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 Ulta Beauty Collection Complexion Crush Foundation in Dark Cool.

Same or better

  • Very close colour
  • Same cool undertone
  • Same matte finish
  • Medium rather than buildable coverage
  • Claims a skin-like finish
  • Claims a blurring effect
  • Claims a lightweight feel

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 listedNot listed
Overlap
View full match

Why the closest overall alternative works

Too Faced Born This Way Soft Matte Foundation in Spiced Rum, against NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in Deep Rich. Every attribute compared, with its share of the score.

ComparedYour shadeDeep RichClosest overall alternativeSpiced RumScore
Shade match55% of overall90
Colour83#78341b#713718Close colourColour difference 3.2 (0 is identical)
Depth99Very deepVery deepSameDepth difference: 0.8
Retailer descriptionRich deepVery deepSome differenceRetailer descriptions one depth band apart
Undertone100CoolCool · rosyClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared86
Finish100MatteMatteSameSame matte finish
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
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 4 of 5 compared40
Longevity40Not listed24-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
Settling40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall100
Skin type100Combination, normal, oilyNormal, combination, oilyBoth marketed for combination/​normal/​oily skin
Overall match 82/100Shade match 90/100Medium 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 Too Faced Born This Way Soft Matte Foundation in Spiced Rum.

Same or better

  • Same cool undertone
  • Same matte finish
  • Medium rather than buildable coverage
  • Claims a skin-like finish
  • Claims 24-hour wear
  • Claims not settling into lines
  • Claims colour stability
  • Claims a lightweight feel

Different

  • Small colour difference on the swatch

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 listedNot listed
Overlap
View full match

Where to buy

Closest shade match

Ulta Beauty Collection Complexion Crush Foundation Dark Cool

Match price
$16Ulta BeautyUlta Beauty
Same price

Your shade $16 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative

Too Faced Born This Way Soft Matte Foundation Spiced Rum

Best price
$48SephoraSephora
Costs $32 more

Your shade $16 at Ulta Beauty

SephoraView at Sephora

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.