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%).
Overall alternativesShade matchesRanked by the overall match: the most similar concealer 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 concealer on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.
Matches: Same neutral undertone· Both claim long-wearing· Both claim not settling into lines
Differences: Slightly lighter· Natural rather than radiant finish· Full rather than medium coverage
Score details
Shade match
78
Finish & visual result
61
Wear & performance
100
Skin suitability
75
Close colour · Natural · Full coverage
Ingredients (not scored): 24% ingredient overlap
Differences: Slightly lighter · Natural rather than radiant finish · Full rather than medium coverage · No skin-like finish claimed · Not marketed for oily skin
Matches: Same neutral undertone· Same medium coverage· Claims a blurring effect
Differences: Natural rather than radiant finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
80
Finish & visual result
64
Wear & performance
82
Skin suitability
75
Close colour · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Natural rather than radiant finish · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for combination skin
Retailer shade note: medium with neutral undertones
Matches: Same medium coverage· Claims a blurring effect· Both claim long-wearing
Differences: Slightly warmer undertone· Natural rather than radiant finish· No skin-like finish claimed
Score details
Shade match
73
Finish & visual result
64
Wear & performance
82
Skin suitability
75
Close colour · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Slightly warmer undertone · Natural rather than radiant finish · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for combination skin
Retailer shade note: medium with golden undertones
Matches: Similar undertone (cool vs neutral)· Same medium coverage· Claims a blurring effect
Differences: Slightly deeper· Natural rather than radiant finish· No skin-like finish claimed
Score details
Shade match
73
Finish & visual result
64
Wear & performance
82
Skin suitability
75
Slight colour difference · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Slightly deeper · Natural rather than radiant finish · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for combination skin
$10.99Ulta Beauty(product price)$13.01 less (54%)4.1 (2,823)
Matches: Very close colour· Both claim a lightweight feel
Differences: Natural rather than radiant finish· No skin-like finish claimed· No long-wear claim
Score details
Shade match
84
Finish & visual result
50
Wear & performance
54
Skin suitability
0
Very close colour · Natural finish
Ingredients (not scored): 8% ingredient overlap
Differences: Natural rather than radiant finish · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines · Not marketed for oily/dry/combination/normal skin
The closest shade to Rare Beauty Liquid Touch Brightening Concealer 440C (Tan · Neutral · neutral pink undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.
Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Why the closest match works
Milk Makeup Future Fluid Longwear Hydrating Concealer in 19NC, against Rare Beauty Liquid Touch Brightening Concealer in 440C. Every attribute compared, with its share of the score.
ComparedYour shade440CClosest match19NCHow they compareScore
Shade match55% of overall91
Colour60%86#b07758#b8774fVery close colourColour difference 2.9 (0 is identical)
Depth15%98TanTanSameDepth difference: 1.2
Retailer descriptionMedium tanTanSome differenceRetailer descriptions one depth band apart
Finish & visual result25% of overall · 3 of 4 compared82
Finish35%56RadiantNaturalSome differenceNatural finish rather than radiant
Coverage30%100MediumBuildableCloseBuildable coverage rather than medium (buildable: one step of tolerance)
Skin-like finish20%100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared100
Longevity30%100Long-wearingLong-wearingSameBoth products claim long wear
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall50
Skin type100%50Oily, dry, combination, normalNot publishedSkin-type suitability not published for one product
Overall match 88/100Shade match 91/100Medium 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.
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.
Ulta Beauty
SephoraCosts $12 more
