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: Very close colour· Same medium coverage· Both claim a skin-like finish
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
85
Finish & visual result
82
Wear & performance
63
Skin suitability
90
Very close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Does not claim not settling into lines · Does not claim colour stability
Matches: Very close colour· Same warm undertone· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
94
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 14% 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 · Contains listed fragrance · Contains drying alcohol
Retailer shade note: for tan to deep skin with warm undertones
Matches: Same warm undertone· Same matte finish· Same medium coverage
Differences: No skin-like finish claimed· Does not claim not settling into lines· Does not claim colour stability
Score details
Shade match
86
Finish & visual result
79
Wear & performance
51
Skin suitability
100
Close colour · Matte · Medium coverage
Ingredients (not scored): 1% ingredient overlap
Differences: No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Does not claim a lightweight feel
Retailer shade note: deeper skin with warm, golden undertones
$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
Matches: Same medium coverage· Both claim a skin-like finish· Claims transfer resistance
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Does not claim a lightweight feel
Score details
Shade match
79
Finish & visual result
82
Wear & performance
70
Skin suitability
30
Close colour · Natural · Medium coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Does not claim a lightweight feel · Not marketed for combination/oily skin
$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 transfer resistance
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
84
Finish & visual result
68
Wear & performance
49
Skin suitability
60
Close colour · Natural · Medium coverage
Ingredients (not scored): 18% 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 · Does not claim a lightweight feel · Not marketed for oily skin
Matches: Same medium coverage· Claims a blurring effect· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Close colour · Natural · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than warm undertone · 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 · Contains listed fragrance · Contains drying alcohol
Retailer shade note: for deep skin with rosy neutral undertones
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 match works
LIXR Beauty Multi-Use Cream-to-Powder Concealer & Foundation Stick in Tan 7W, against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest matchTan 7WHow they compareScore
Shade match55% of overall98
Colour60%97#7d3c0b#7c3e0bLooks identicalColour difference 1.1 (0 is identical)
Finish & visual result25% of overall · 2 of 4 compared100
Finish35%—not comparableMatteNot listedNot comparedFinish not listed for one product
Coverage30%100MediumMediumSameSame medium coverage
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 · 4 of 5 compared63
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%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type100%60Normal, combination, oilyDry, combination, oilyBoth marketed for combination/oily skin
Overall match 91/100Shade 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.
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.
SephoraCosts $10 more
