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 shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
Ranked by the shade match: colour, depth and undertone only. Each row leads with its shade match; the overall match is beneath it.
$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 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
$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
Matches: Very close colour· Same matte finish· Claims a blurring effect
Differences: Neutral rather than warm undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
73
Wear & performance
63
Skin suitability
33
Very close colour · Matte · Full coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Neutral rather than warm undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination/oily skin
Matches: Similar undertone (neutral vs warm)· Same matte finish· Both claim 24-hour wear
Differences: Slightly lighter· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
80
Finish & visual result
79
Wear & performance
79
Skin suitability
84
Close colour · Matte · Full coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Slightly lighter · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Matches: Similar undertone (neutral vs warm)· Same matte finish· Claims a blurring effect
Differences: Slightly lighter· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
79
Finish & visual result
73
Wear & performance
67
Skin suitability
67
Close colour · Matte · Full coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Slightly lighter · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination skin
Matches: Similar undertone (neutral vs warm)· Same matte finish· Both claim 24-hour wear
Differences: Slightly lighter· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
77
Finish & visual result
79
Wear & performance
79
Skin suitability
84
Close colour · Matte · Full coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Slightly lighter · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
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
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.
Bobbi Brown Weightless Skin Oil-Controlling Foundation SPF 15 in Neutral Warm Walnut (NW-092), against Too Faced Born This Way Soft Matte Foundation in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest overall alternativeNeutral Warm Walnut (NW-092)How they compareScore
Shade match55% of overall87
Colour60%85#7d3c0b#784212Close colourColour difference 3.0 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared86
Finish35%100MatteMatteSameSame matte finish
Coverage30%100MediumMediumSameSame medium coverage
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall70
Longevity30%7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
Transfer resistance20%40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling20%100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
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 overall100
Skin type100%100Normal, combination, oilyNormal, combination, oilyBoth marketed for normal/combination/oily skin
Overall match 85/100Shade match 87/100High 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
Sephora$9 less (19%)
CVS
Walmart
Target
