Born This Way Soft Matte Foundation Ivory dupes and alternatives Too Faced
4.3 (3,608)·Light · 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.
$15.99Ulta Beauty(product price)$32.01 less (67%)4.1 (9,493)
Matches: Near-identical swatch colour· Same warm undertone· Same matte finish
Differences: Full rather than medium coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
97
Finish & visual result
79
Wear & performance
58
Skin suitability
84
Looks identical · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
Matches: Very close colour· Same warm undertone· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· No long-wear claim
Score details
Shade match
94
Finish & visual result
64
Wear & performance
66
Skin suitability
56
Very close colour · Natural · Medium coverage
Ingredients (not scored): 0% ingredient overlap
Differences: Natural rather than matte finish · No skin-like finish claimed · No long-wear claim · Does not claim colour stability · Not marketed for oily skin
Retailer shade note: very light warm skin with yellow undertones
$19.99Ulta Beauty(product price)$28.01 less (58%)4.3 (275)
Matches: Very close colour· Same matte finish· Both claim a skin-like finish
Differences: Slightly cooler undertone· Buildable rather than medium coverage· Does not claim not settling into lines
Score details
Shade match
76
Finish & visual result
91
Wear & performance
67
Skin suitability
84
Very close colour · Matte · Buildable coverage
Ingredients (not scored): 23% ingredient overlap
Differences: Slightly cooler undertone · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability
Matches: Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Buildable rather than medium coverage
Score details
Shade match
80
Finish & visual result
82
Wear & performance
63
Skin suitability
90
Colour not compared · Natural · Buildable coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability
Matches: Very close colour· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Light rather than medium coverage
Score details
Shade match
87
Finish & visual result
75
Wear & performance
51
Skin suitability
84
Very close colour · Natural · Light coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Light rather than medium coverage · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability
$11.19$15.99Ulta Beauty$36.81 less (77%)4.1 (9,493)
Matches: Very close colour· Same matte finish· Claims transfer resistance
Differences: Slightly cooler undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
80
Finish & visual result
79
Wear & performance
58
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Slightly cooler undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
Matches: Very close colour· Same medium coverage· Claims a blurring effect
Differences: Neutral rather than warm undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
85
Finish & visual result
64
Wear & performance
66
Skin suitability
56
Very close colour · Natural · Medium coverage
Ingredients (not scored): 0% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · No skin-like finish claimed · No long-wear claim · Does not claim colour stability · Not marketed for oily skin
Retailer shade note: very light neutral skin with subtle yellow undertones
Matches: Both claim a skin-like finish· Both claim a lightweight feel
Differences: Slightly deeper· Neutral rather than warm undertone· Natural rather than matte finish
Score details
Shade match
72
Finish & visual result
82
Wear & performance
63
Skin suitability
90
Colour not compared · Natural · Buildable coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Slightly deeper · Neutral rather than warm undertone · Natural rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability
Matches: Same matte finish· Claims a blurring effect· Adds SPF 15
Differences: Full rather than medium coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
80
Finish & visual result
73
Wear & performance
51
Skin suitability
84
Colour not compared · Matte · Full coverage
Ingredients (not scored): 2% ingredient overlap
Differences: Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Does not claim a lightweight feel
Matches: Very close colour· Both claim a skin-like finish· Claims transfer resistance
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Full rather than medium coverage
Score details
Shade match
84
Finish & visual result
75
Wear & performance
39
Skin suitability
60
Very close colour · Natural · Full coverage
Ingredients (not scored): 8% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Full rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability · Does not claim a lightweight feel · Not marketed for combination skin
Matches: Very close colour· Both claim a skin-like finish· Claims a blurring effect
Differences: Neutral rather than warm undertone· Radiant rather than matte finish· Light rather than medium coverage
Score details
Shade match
85
Finish & visual result
54
Wear & performance
63
Skin suitability
60
Very close colour · Radiant · Light coverage
Ingredients (not scored): 3% ingredient overlap
Differences: Neutral rather than warm undertone · Radiant rather than matte finish · Light rather than medium coverage · 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 Ivory (Light · 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
Maybelline Super Stay Lumi-Matte Foundation in 220, against Too Faced Born This Way Soft Matte Foundation in Ivory. Every attribute compared, with its share of the score.
ComparedYour shadeIvoryClosest shade match220How they compareScore
Shade match55% of overall97
Colour60%95#f6bc8a#f2be8fLooks identicalColour difference 1.4 (0 is identical)
Depth15%100LightLightSameDepth difference: 0.2
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Overall match 86/100Shade match 97/100Medium 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.
bareMinerals BAREPRO 24HR Skin Perfecting Talc-Free Matte Powder Foundation in Fair 15 Warm, against Too Faced Born This Way Soft Matte Foundation in Ivory. Every attribute compared, with its share of the score.
ComparedYour shadeIvoryClosest overall alternativeFair 15 WarmHow they compareScore
Shade match55% of overall97
Colour60%95#f6bc8a#f2be8dVery close colourColour difference 1.5 (0 is identical)
Depth15%100LightLightSameDepth difference: 0.2
Retailer descriptionVery fairFairSome differenceRetailer descriptions one depth band apart
Overall match 89/100Shade match 97/100Medium 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$32 less (67%)
