Born This Way Soft Matte Foundation Maple dupes and alternatives Too Faced
4.3 (3,608)·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.
$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: Slightly lighter· Slightly cooler undertone· Full rather than medium coverage
Score details
Shade match
81
Finish & visual result
93
Wear & performance
67
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 23% ingredient overlap
Differences: Slightly lighter · Slightly cooler 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 extra deep cool skin with a red hue
Matches: Very close colour· Same neutral undertone· Same matte finish
Differences: Buildable rather than medium coverage· No skin-like finish claimed· No long-wear claim
Score details
Shade match
88
Finish & visual result
86
Wear & performance
40
Skin suitability
100
Very close colour · Matte · Buildable coverage
Ingredients (not scored): no ingredient list for one product
Differences: Buildable rather than medium coverage · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability · Does not claim a lightweight feel
$15.99Ulta Beauty(product price)$32.01 less (67%)4.1 (9,493)
Matches: Very close colour· Same neutral 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
87
Finish & visual result
79
Wear & performance
58
Skin suitability
84
Very close colour · 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 matte finish· Same medium coverage
Differences: Slightly warmer undertone· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
85
Finish & visual result
79
Wear & performance
58
Skin suitability
100
Very close colour · Matte · Medium coverage
Ingredients (not scored): 19% ingredient overlap
Differences: Slightly warmer undertone · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
$15.99Ulta Beauty(product price)$32.01 less (67%)4.1 (9,493)
Matches: Very close colour· Same matte finish· Claims transfer resistance
Differences: Slightly warmer undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
86
Finish & visual result
79
Wear & performance
58
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Slightly warmer 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 neutral 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
91
Finish & visual result
73
Wear & performance
63
Skin suitability
33
Very close colour · Matte · Full coverage
Ingredients (not scored): 3% 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 · Not marketed for combination/oily skin
$42Ulta Beauty(product price)$6 less (13%)4.3 (212)
Matches: Very close colour· Same matte finish· Both claim a skin-like finish
Differences: Slightly warmer undertone· Full rather than medium coverage· No long-wear claim
Score details
Shade match
85
Finish & visual result
85
Wear & performance
51
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 7% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability
Matches: Very close colour· Same matte finish· Claims a blurring effect
Differences: Slightly warmer undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
73
Wear & performance
67
Skin suitability
100
Very close colour · Matte · Full coverage
Ingredients (not scored): 13% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability
Retailer shade note: D4 - Deep with warm undertones, and a red tone
The closest shade to Too Faced Born This Way Soft Matte Foundation Maple (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 shade match works
IT Cosmetics CC+ Cream Natural Matte Foundation in Deep, against Too Faced Born This Way Soft Matte Foundation in Maple. Every attribute compared, with its share of the score.
ComparedYour shadeMapleClosest shade matchDeepHow they compareScore
Shade match55% of overall95
Colour60%93#844323#7e4321Very close colourColour difference 1.8 (0 is identical)
Depth15%98DeepVery deepCloseDepth difference: 1.4
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
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%40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 4 of 5 compared40
Longevity30%4024-hour wearNot listedSome differenceOnly your product claims long wear; the match does not list it
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%40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall67
Skin type100%67Normal, combination, oilyCombination, oilyBoth marketed for combination/oily skin
Overall match 80/100Shade match 95/100Medium 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.
Charlotte Tilbury Airbrush Flawless Foundation in 14 Neutral, against Too Faced Born This Way Soft Matte Foundation in Maple. Every attribute compared, with its share of the score.
ComparedYour shadeMapleClosest overall alternative14 NeutralHow they compareScore
Shade match55% of overall95
Colour60%91#844323#80452bVery close colourColour difference 2.1 (0 is identical)
Depth15%100DeepDeepSameDepth difference: 0.1
Retailer descriptionDeepDeepBoth described as deepThe retailers describe the same depth
Overall match 90/100Shade match 95/100High 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.
31 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$9 less (19%)
Walmart
