Born This Way Soft Matte Foundation Chai dupes and alternatives Too Faced
4.3 (3,608)·Very deep · Warm · golden 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%).
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.
$25Ulta Beauty(product price)$23 less (48%)4.2 (812)
Matches: Same medium coverage· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Olive rather than warm undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
81
Finish & visual result
82
Wear & performance
63
Skin suitability
90
Close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Olive rather than warm undertone · Natural rather than matte finish · Does not claim not settling into lines · Does not claim colour stability
$25Ulta Beauty(product price)$23 less (48%)4.2 (812)
Matches: Same medium coverage· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Slightly lighter· Olive rather than warm undertone· Natural rather than matte finish
Score details
Shade match
75
Finish & visual result
82
Wear & performance
63
Skin suitability
90
Close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Slightly lighter · Olive rather than warm undertone · Natural rather than matte finish · Does not claim not settling into lines · Does not claim colour stability
Matches: Same warm undertone· Same medium coverage· Claims a blurring effect
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
82
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Natural rather than matte finish · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for oily skin
Retailer shade note: D4 - deep with warm undertones, and a red tone
Matches: Same warm undertone· Same medium coverage· Claims a blurring effect
Differences: Natural rather than matte finish· No skin-like finish claimed· No long-wear claim
Score details
Shade match
84
Finish & visual result
64
Wear & performance
51
Skin suitability
67
Close colour · Natural · Medium coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Natural rather than matte finish · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability · Not marketed for oily skin
The closest shade to Too Faced Born This Way Soft Matte Foundation Chai (Very deep · Warm · golden undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.
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
Tarte Amazonian Clay Blurring Powder Foundation in 58S Rich Sand, against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest shade match58S Rich SandHow they compareScore
Shade match55% of overall86
Colour60%77#7d3c0b#784321Close colourColour difference 4.0 (0 is identical)
Coverage30%100MediumMediumSameSame medium coverage
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 4 of 5 compared51
Longevity30%7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stability15%40ClaimedNot listedSome differenceOnly your product claims colour stability (no oxidation); the match does not list it
Comfort15%40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall100
Skin type100%100Normal, combination, oilyNormal, combination, oilyBoth marketed for normal/combination/oily skin
Overall match 80/100Shade match 86/100Medium 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.
about-face THE PERFORMER Skin-Focused Foundation in D3NEUTRAL, against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest overall alternativeD3NEUTRALHow they compareScore
Shade match55% of overall85
Colour60%91#7d3c0b#78380fVery close colourColour difference 2.1 (0 is identical)
Overall match 81/100Shade match 85/100Medium 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.
Sephora
Ulta Beauty(product price)$23 less (48%)
