Born This Way Soft Matte Foundation Cocoa dupes and alternatives Too Faced
4.3 (3,608)·Very 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%).
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.
$29Ulta Beauty(product price)$19 less (40%)4.6 (558)
Matches: Very close colour· Both claim not settling into lines· Both claim a lightweight feel
Differences: Slightly cooler undertone· Natural matte rather than matte finish· Full rather than medium coverage
Score details
Shade match
87
Finish & visual result
70
Wear & performance
78
Skin suitability
90
Very close colour · Natural matte · Full coverage
Ingredients (not scored): 21% ingredient overlap
Differences: Slightly cooler undertone · Natural matte rather than matte finish · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability
Retailer shade note: Deep with Cool Red Undertones
Matches: Very close colour· Same neutral undertone· Same matte finish
Differences: Slightly deeper· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
86
Finish & visual result
79
Wear & performance
74
Skin suitability
60
Very close colour · Matte · Full coverage
Ingredients (not scored): 26% ingredient overlap
Differences: Slightly deeper · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for combination skin
Matches: Same neutral undertone· Same matte finish· Both claim 24-hour wear
Differences: Full rather than medium coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
86
Finish & visual result
79
Wear & performance
74
Skin suitability
60
Close colour · Matte · Full coverage
Ingredients (not scored): 26% ingredient overlap
Differences: Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for combination skin
The closest shade to Too Faced Born This Way Soft Matte Foundation Cocoa (Very deep · Neutral 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
Fenty Beauty Pro Filt'r Soft Matte Longwear Foundation in 470, against Too Faced Born This Way Soft Matte Foundation in Cocoa. Every attribute compared, with its share of the score.
ComparedYour shadeCocoaClosest match470How they compareScore
Shade match55% of overall91
Colour60%92#70371b#6e3c21Very close colourColour difference 2.0 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared79
Finish35%100MatteMatteSameSame matte finish
Coverage30%80MediumFullCloseFull coverage rather than medium (buildable: one step of tolerance)
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 overall · 4 of 5 compared66
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%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%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 85/100Shade match 91/100High 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.
Sephora
Ulta Beauty(product price)$19 less (40%)
