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.
$45Ulta Beauty(product price)$3 less (6%)4.0 (3,494)
Matches: Very close colour· Same matte finish· Both claim a skin-like finish
Differences: Neutral rather than warm undertone· Full rather than medium coverage· Does not claim not settling into lines
Score details
Shade match
83
Finish & visual result
93
Wear & performance
67
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 23% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
Retailer shade note: for very deep neutral skin with a peach hue
$39.50Ulta Beauty(product price)$8.50 less (18%)4.6 (919)
Matches: Very close colour· Same matte finish· Claims a blurring effect
Differences: Neutral rather than warm undertone· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
87
Finish & visual result
79
Wear & performance
66
Skin suitability
84
Very close colour · Matte · Buildable coverage
Ingredients (not scored): 1% ingredient overlap
Differences: Neutral rather than warm undertone · Buildable rather than medium coverage · No skin-like finish claimed · No long-wear claim · Does not claim colour stability
Retailer shade note: for very deep neutral skin with a subtle golden hue
Matches: Same matte finish· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Light rather than medium coverage· No long-wear claim
Score details
Shade match
75
Finish & visual result
93
Wear & performance
51
Skin suitability
84
Close colour · Matte · Light coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Neutral rather than warm undertone · Light rather than medium coverage · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability
Matches: Claims a blurring effect· Claims transfer resistance· Both claim not settling into lines
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Full rather than medium coverage
Score details
Shade match
81
Finish & visual result
58
Wear & performance
70
Skin suitability
84
Close colour · Natural · Full coverage
Ingredients (not scored): 18% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability
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
LORAC PRO Soft Focus Longwear Foundation in 24, against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest shade match24How they compareScore
Shade match55% of overall90
Colour60%83#7d3c0b#773f1cClose colourColour difference 3.2 (0 is identical)
Overall match 81/100Shade 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.
Naked Sundays BeautyScreen Peptide Foundation Tint SPF 50 in Shade 8, against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest overall alternativeShade 8How they compareScore
Shade match55% of overall87
Colour60%81#7d3c0b#894419Close colourColour difference 3.5 (0 is identical)
Depth15%87Very deepDeepCloseDepth difference: 5.4
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Overall match 85/100Shade match 87/100Medium 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(product price)$3 less (6%)
Sephora
