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Dual Filter 2-In-1 Longwearing Concealer + Foundation Deep 36 Neutral dupes and alternatives Smashbox

Rich deep · Neutral 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%).

Closest shade matchClosest overall alternative: Urban Decay Hydromaniac Hydrating Dewy Foundation 90

The equivalent shade and the most similar foundation overall.

Overall match
90out of 100
Shade (Shade match)
98
Finish (Finish & visual result)
100
Wear (Wear & performance)
63
Skin (Skin suitability)
40
Shade match
98out of 100
Colour
97
Depth
98
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$35SephoraSephora
$6 less (15%)

Your shade $41 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. Shade match 91
    $18.49Ulta BeautyUlta Beauty(product price)$22.51 less (55%)

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: Buildable rather than medium coverageNo long-wear claimDoes not claim not settling into lines

    Score details
    Shade match
    91
    Finish & visual result
    100
    Wear & performance
    54
    Skin suitability
    100

    Very close colour · Natural · Buildable coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Buildable rather than medium coverage · No long-wear claim · Does not claim not settling into lines

    Retailer shade note: deep with golden neutral undertone

    Medium confidence· Digital match

    View match
  2. Shade match 93
    $28SephoraSephora$13 less (32%)

    Matches: Very close colourSame neutral undertoneSame medium coverage

    Differences: Slightly lighterRadiant rather than natural finishNot marketed for normal/sensitive skin

    Score details
    Shade match
    93
    Finish & visual result
    85
    Wear & performance
    86
    Skin suitability
    60

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 2% ingredient overlap

    Differences: Slightly lighter · Radiant rather than natural finish · Not marketed for normal/sensitive skin

    Retailer shade note: deep espresso - rich brown skin with neutral undertones

    Medium confidence· Digital match

    View match
  3. #4 · NARS

    Light Reflecting Foundation

    Anguilla
    Shade match 96
    $55SephoraSephoraCosts $14 more

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: No skin-like finish claimedDoes not claim not settling into linesNot marketed for oily/sensitive skin

    Score details
    Shade match
    96
    Finish & visual result
    88
    Wear & performance
    68
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: No skin-like finish claimed · Does not claim not settling into lines · Not marketed for oily/sensitive skin

    Retailer shade note: D7 - very deep with neutral undertones

    Medium confidence· Digital match

    View match
  4. #5 · SUBTL. Beauty

    Stackable BB Powder Foundation Single

    Deepest 2N
    Shade match 96
    $24Ulta BeautyUlta Beauty(product price)$17 less (41%)

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: No skin-like finish claimedNo long-wear claim

    Score details
    Shade match
    96
    Finish & visual result
    88
    Wear & performance
    72
    Skin suitability
    50

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: No skin-like finish claimed · No long-wear claim

    Retailer shade note: Deepest with neutral undertones

    Medium confidence· Digital match

    View match
  5. Shade match 90
    $47SephoraSephoraCosts $6 more

    Matches: Near-identical swatch colourSame natural finishBoth claim a skin-like finish

    Differences: Slightly warmer undertoneFull rather than medium coverageDoes not claim not settling into lines

    Score details
    Shade match
    90
    Finish & visual result
    94
    Wear & performance
    72
    Skin suitability
    60

    Looks identical · Natural · Full coverage

    Ingredients (not scored): 9% ingredient overlap

    Differences: Slightly warmer undertone · Full rather than medium coverage · Does not claim not settling into lines · Not marketed for dry/normal skin · Contains drying alcohol

    Retailer shade note: ultra deep with warm undertones

    Medium confidence· Digital match

    View match
  6. Shade match 91
    $48Ulta BeautyUlta BeautyCosts $7 more

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: Full rather than medium coverageNo skin-like finish claimedNo blurring effect claimed

    Score details
    Shade match
    91
    Finish & visual result
    73
    Wear & performance
    86
    Skin suitability
    100

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 8% ingredient overlap

    Differences: Full rather than medium coverage · No skin-like finish claimed · No blurring effect claimed

    Retailer shade note: Deep - Neutral with cool undertones

    Medium confidence· Digital match

    View match
  7. Shade match 94
    $40SephoraSephora$1 less (2%)

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: Light rather than medium coverageNo blurring effect claimedDoes not claim not settling into lines

    Score details
    Shade match
    94
    Finish & visual result
    85
    Wear & performance
    68
    Skin suitability
    60

    Very close colour · Natural · Light coverage

    Ingredients (not scored): 16% ingredient overlap

    Differences: Light rather than medium coverage · No blurring effect claimed · Does not claim not settling into lines · Not marketed for dry/oily skin

    Retailer shade note: deep with neutral tones

    Medium confidence· Digital match

    View match
  8. #9 · L'Oréal Paris

    True Match Super-Blendable Foundation

    N11 Neutral Deep
    Shade match 94
    $13.99Ulta BeautyUlta Beauty(product price)$27.01 less (66%)

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: No blurring effect claimedNo long-wear claimDoes not claim not settling into lines

    Score details
    Shade match
    94
    Finish & visual result
    91
    Wear & performance
    40
    Skin suitability
    100

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: No blurring effect claimed · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel

    Medium confidence· Digital match

    View match
  9. #10 · Kylie Cosmetics

    Skin Tint Blurring Elixir Foundation

    10C
    Shade match 84
    $35Ulta BeautyUlta Beauty(product price)$6 less (15%)

    Matches: Very close colourSame natural finishBoth claim a skin-like finish

    Differences: Slightly cooler undertoneLight rather than medium coverageNot marketed for dry/oily/sensitive skin

    Score details
    Shade match
    84
    Finish & visual result
    94
    Wear & performance
    91
    Skin suitability
    40

    Very close colour · Natural · Light coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Slightly cooler undertone · Light rather than medium coverage · Not marketed for dry/oily/sensitive skin

    Retailer shade note: deep with cool, subtle rosy undertones

    Medium confidence· Digital match

    View match
  10. Shade match 91
    $36SephoraSephora$5 less (12%)

    Matches: Very close colourSame neutral undertoneSame medium coverage

    Differences: No blurring effect claimedDoes not claim not settling into linesNot marketed for normal/sensitive skin

    Score details
    Shade match
    91
    Finish & visual result
    86
    Wear & performance
    68
    Skin suitability
    60

    Very close colour · Medium coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: No blurring effect claimed · Does not claim not settling into lines · Not marketed for normal/sensitive skin

    Retailer shade note: deep / rich - neutral

    Medium confidence· Digital match

    View match
  11. #12 · NARS

    Light Reflecting Foundation

    Mali
    Shade match 90
    $55Ulta BeautyUlta Beauty(product price)Costs $14 more

    Matches: Same neutral undertoneSame natural finishSame medium coverage

    Differences: No skin-like finish claimedDoes not claim not settling into linesNot marketed for oily/sensitive skin

    Score details
    Shade match
    90
    Finish & visual result
    88
    Wear & performance
    68
    Skin suitability
    60

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: No skin-like finish claimed · Does not claim not settling into lines · Not marketed for oily/sensitive skin

    Retailer shade note: D6 - very deep with neutral undertones

    Medium confidence· Digital match

    View match
  12. #13 · PÜR

    4-in-1 Tinted Moisturizer SPF 20

    Chestnut DPN2
    Shade match 91
    $38Ulta BeautyUlta Beauty$3 less (7%)

    Matches: Same neutral undertoneSame natural finishBoth claim a skin-like finish

    Differences: Full rather than medium coverageNo blurring effect claimedNo long-wear claim

    Score details
    Shade match
    91
    Finish & visual result
    85
    Wear & performance
    54
    Skin suitability
    100

    Close colour · Natural · Full coverage

    Ingredients (not scored): 2% ingredient overlap

    Differences: Full rather than medium coverage · No blurring effect claimed · No long-wear claim · Does not claim not settling into lines

    Retailer shade note: dark brown with neutral undertones

    Medium confidence· Digital match

    View match
  13. Shade match 87
    $50SephoraSephoraCosts $9 more

    Matches: Very close colourSame natural finishSame medium coverage

    Differences: Slightly cooler undertoneNo skin-like finish claimedDoes not claim not settling into lines

    Score details
    Shade match
    87
    Finish & visual result
    88
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 5% ingredient overlap

    Differences: Slightly cooler undertone · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for dry/oily skin

    Retailer shade note: Extra deep with cool undertones

    Medium confidence· Digital match

    View match
  14. Shade match 83
    $42.50Ulta BeautyUlta BeautyCosts $1.50 more

    Matches: Very close colourBoth claim a skin-like finishBoth claim a blurring effect

    Differences: Slightly warmer undertoneMatte rather than natural finishFull rather than medium coverage

    Score details
    Shade match
    83
    Finish & visual result
    79
    Wear & performance
    86
    Skin suitability
    100

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Slightly warmer undertone · Matte rather than natural finish · Full rather than medium coverage

    Retailer shade note: for deep skin with warm terra cotta undertones

    Medium confidence· Digital match

    View match
  15. Shade match 89
    $14.95Ulta BeautyUlta Beauty$26.05 less (64%)

    Matches: Same neutral undertoneSame natural finishBoth claim a blurring effect

    Differences: Slightly lighterLight rather than medium coverageNo skin-like finish claimed

    Score details
    Shade match
    89
    Finish & visual result
    82
    Wear & performance
    54
    Skin suitability
    100

    Close colour · Natural · Light coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Slightly lighter · Light rather than medium coverage · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines

    Retailer shade note: deep with neutral undertones

    Medium confidence· Digital match

    View match
  16. #17 · Revolution Beauty

    Superdewy Cushion Foundation

    Deep Neutral
    Shade match 95
    $14Ulta BeautyUlta Beauty(product price)$27 less (66%)

    Matches: Very close colourSame neutral undertoneBoth claim a skin-like finish

    Differences: Radiant rather than natural finishLight rather than medium coverageNo blurring effect claimed

    Score details
    Shade match
    95
    Finish & visual result
    70
    Wear & performance
    54
    Skin suitability
    100

    Very close colour · Radiant · Light coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Radiant rather than natural finish · Light rather than medium coverage · No blurring effect claimed · No long-wear claim · Does not claim not settling into lines

    Medium confidence· Digital match

    View match
  17. #18 · L'Oréal Paris

    Infallible Skin Ink 2-in-1 Foundation Concealer

    460 Rich Neutral
    Shade match 90
    $18.99Ulta BeautyUlta Beauty(product price)$22.01 less (54%)

    Matches: Same neutral undertoneSame medium coverageBoth claim a skin-like finish

    Differences: Matte rather than natural finishNo blurring effect claimedContains drying alcohol

    Score details
    Shade match
    90
    Finish & visual result
    76
    Wear & performance
    58
    Skin suitability
    100

    Close colour · Matte · Medium coverage

    Ingredients (not scored): 1% ingredient overlap

    Differences: Matte rather than natural finish · No blurring effect claimed · Contains drying alcohol

    Medium confidence· Digital match

    View match
  18. #19 · Temptu

    Perfect Canvas Foundation

    15N Chestnut
    Shade match 90
    $34Ulta BeautyUlta Beauty(product price)$7 less (17%)

    Matches: Same neutral undertoneBoth claim a skin-like finishClaims transfer resistance

    Differences: Natural matte rather than natural finishBuildable rather than medium coverageNo blurring effect claimed

    Score details
    Shade match
    90
    Finish & visual result
    83
    Wear & performance
    61
    Skin suitability
    50

    Close colour · Natural matte · Buildable coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: Natural matte rather than natural finish · Buildable rather than medium coverage · No blurring effect claimed · Does not claim not settling into lines

    Retailer shade note: dark shade with neutral undertones

    Medium confidence· Digital match

    View match
  19. Shade match 81
    $34SephoraSephora$7 less (17%)

    Matches: Same natural finishSame medium coverageBoth claim a skin-like finish

    Differences: Slightly cooler undertoneNo blurring effect claimedNot marketed for combination/dry/normal/oily skin

    Score details
    Shade match
    81
    Finish & visual result
    91
    Wear & performance
    91
    Skin suitability
    20

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 16% ingredient overlap

    Differences: Slightly cooler undertone · No blurring effect claimed · Not marketed for combination/dry/normal/oily skin

    Retailer shade note: red undertone

    Medium confidence· Digital match

    View match
  20. Shade match 87
    $14.95Ulta BeautyUlta Beauty$26.05 less (64%)

    Matches: Very close colourSame natural finishBoth claim a blurring effect

    Differences: Slightly cooler undertoneLight rather than medium coverageNo skin-like finish claimed

    Score details
    Shade match
    87
    Finish & visual result
    82
    Wear & performance
    54
    Skin suitability
    100

    Very close colour · Natural · Light coverage

    Ingredients (not scored): 12% ingredient overlap

    Differences: Slightly cooler undertone · Light rather than medium coverage · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines

    Retailer shade note: deep with cool undertones

    Medium confidence· Digital match

    View match
  21. Shade match 90
    $58SephoraSephoraCosts $17 more

    Matches: Same neutral undertoneSame medium coverageBoth claim a skin-like finish

    Differences: Radiant rather than natural finishDoes not claim not settling into linesDoes not claim a lightweight feel

    Score details
    Shade match
    90
    Finish & visual result
    85
    Wear & performance
    49
    Skin suitability
    60

    Close colour · Radiant · Medium coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Radiant rather than natural finish · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for oily/sensitive skin

    Retailer shade note: deep with neutral undertones

    Medium confidence· Digital match

    View match
  22. Shade match 80
    $34SephoraSephora$7 less (17%)

    Matches: Same natural finishSame medium coverageBoth claim a skin-like finish

    Differences: Slightly deeperSlightly cooler undertoneNo blurring effect claimed

    Score details
    Shade match
    80
    Finish & visual result
    91
    Wear & performance
    91
    Skin suitability
    20

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 16% ingredient overlap

    Differences: Slightly deeper · Slightly cooler undertone · No blurring effect claimed · Not marketed for combination/dry/normal/oily skin

    Retailer shade note: red undertone

    Medium confidence· Digital match

    View match
  23. Shade match 94
    $60SephoraSephoraCosts $19 more

    Matches: Very close colourSame neutral undertoneSame medium coverage

    Differences: Radiant rather than natural finishNo skin-like finish claimedNo blurring effect claimed

    Score details
    Shade match
    94
    Finish & visual result
    64
    Wear & performance
    68
    Skin suitability
    60

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 7% ingredient overlap

    Differences: Radiant rather than natural finish · No skin-like finish claimed · No blurring effect claimed · Does not claim a lightweight feel · Not marketed for oily/sensitive skin

    Retailer shade note: very deep, neutral

    Medium confidence· Digital match

    View match
  24. Shade match 87
    $39Ulta BeautyUlta Beauty(product price)$2 less (5%)

    Matches: Very close colourSame neutral undertoneSame natural finish

    Differences: Slightly lighterNo skin-like finish claimedDoes not claim not settling into lines

    Score details
    Shade match
    87
    Finish & visual result
    88
    Wear & performance
    51
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 2% ingredient overlap

    Differences: Slightly lighter · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for oily/sensitive skin

    Retailer shade note: deep, cool-neutral undertones

    Medium confidence· Digital match

    View match
  25. Shade match 91
    $40SephoraSephora$1 less (2%)

    Matches: Very close colourSame neutral undertoneSame medium coverage

    Differences: Matte rather than natural finishNo skin-like finish claimedDoes not claim not settling into lines

    Score details
    Shade match
    91
    Finish & visual result
    73
    Wear & performance
    61
    Skin suitability
    60

    Very close colour · Matte · Medium coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Matte rather than natural finish · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for dry/sensitive skin · Contains drying alcohol

    Retailer shade note: deep neutral

    Medium confidence· Digital match

    View match
  26. #27 · Estée Lauder

    Futurist Hydra Rescue Moisturizing Foundation SPF 45

    8N2 Rich Espresso
    Shade match 95
    $55SephoraSephoraCosts $14 more

    Matches: Very close colourSame neutral undertoneSame medium coverage

    Differences: Radiant rather than natural finishNo skin-like finish claimedNo blurring effect claimed

    Score details
    Shade match
    95
    Finish & visual result
    64
    Wear & performance
    40
    Skin suitability
    60

    Very close colour · Radiant · Medium coverage

    Ingredients (not scored): 7% ingredient overlap

    Differences: Radiant rather than natural finish · No skin-like finish claimed · No blurring effect claimed · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for combination/sensitive skin · Contains listed fragrance

    Retailer shade note: deepest with neutral rich-brown undertones

    Medium confidence· Digital match

    View match

Showing 12 of 26 matches

Looking for a concealer in your shade?

The closest shade to Smashbox Dual Filter 2-In-1 Longwearing Concealer + Foundation Deep 36 Neutral (Rich deep · Neutral undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. NARS Soft Matte Complete Concealer

    Dark Coffee

    NARS Soft Matte Complete Concealer, shade Dark Coffee

    • Very close colour
    • Very deep · Neutral undertone

    $36

  2. Tarte Shape Tape Full Coverage Matte Concealer

    61G espresso golden

    Tarte Shape Tape Full Coverage Matte Concealer, shade 61G espresso golden

    • Looks identical
    • Rich deep · Olive undertone

    $32

  3. Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer

    4N78

    Make Up For Ever HD Skin Full Cover Multi-Use Waterproof Concealer, shade 4N78

    • Very close colour
    • Very deep · Neutral · neutral pink undertone

    $35

  4. Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer

    175

    Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer, shade 175

    • Very close colour
    • Rich deep · Neutral · neutral pink undertone

    $12.99

  5. Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer

    17.75 Deep

    Charlotte Tilbury Beautiful Skin Medium to Full Coverage Radiant Concealer, shade 17.75 Deep

    • Close colour
    • Rich deep · Neutral undertone

    $36

  6. Milk Makeup Future Fluid Longwear Hydrating Concealer

    26N

    Milk Makeup Future Fluid Longwear Hydrating Concealer, shade 26N

    • Close colour
    • Rich deep · Neutral undertone

    $30

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

Why the closest match works

Urban Decay Hydromaniac Hydrating Dewy Foundation in 90, against Smashbox Dual Filter 2-In-1 Longwearing Concealer + Foundation in Deep 36 Neutral. Every attribute compared, with its share of the score.

ComparedYour shadeDeep 36 NeutralClosest match90Score
Shade match55% of overall98
Colour97#5a3523#5b3826Looks identicalColour difference 1.1 (0 is identical)
Depth98Rich deepVery deepCloseDepth difference: 1.4
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Undertone100NeutralNeutralSamefrom retailer shade descriptions
Finish & visual result25% of overall100
Finish100NaturalNaturalSameSame natural finish
Coverage100MediumMediumSameSame medium coverage
Skin-like finish100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring100ClaimedClaimedSameBoth products claim a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared63
Longevity6016-hour wear24-hour wearSome difference24-hour wear claimed against 16-hour wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall40
Skin type40Combination, dry, normal, oily, sensitiveNormal, dryBoth marketed for dry/​normal skin
Overall match 90/100Shade match 98/100Medium 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 Urban Decay Hydromaniac Hydrating Dewy Foundation in 90.

Same or better

  • $6 less
  • Near-identical swatch colour
  • Same neutral undertone
  • Same natural finish
  • Same medium coverage
  • Both claim a skin-like finish
  • Both claim a blurring effect
  • Both claim a lightweight feel

Different

  • Does not claim not settling into lines
  • Not marketed for combination/oily/sensitive skin

Ingredients (information only, not scored)

3 shared ingredients; weighted similarity 5%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, no siliconeOil-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs oil-based; silicone none vs high

Where to buy 90

Best price
$35SephoraSephora
$6 less (15%)

Your shade $41 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

31 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.