Born This Way Soft Matte Foundation Mocha dupes and alternatives Too Faced
4.3 (3,608)·Deep · Cool · rosy 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.
Matches: Very close colour· Same cool undertone· Both claim a skin-like finish
Differences: Natural rather than matte finish· Light rather than medium coverage· No long-wear claim
Score details
Shade match
96
Finish & visual result
75
Wear & performance
51
Skin suitability
84
Very close colour · Natural · Light coverage
Ingredients (not scored): 11% ingredient overlap
Differences: 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
$15.99Ulta Beauty(product price)$32.01 less (67%)4.1 (9,493)
Matches: Very close colour· Similar undertone (neutral vs cool)· 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
88
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
$20Ulta Beauty(product price)$28 less (58%)4.5 (18)
Matches: Very close colour· Same cool undertone· Claims a blurring effect
Differences: Natural rather than matte finish· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
96
Finish & visual result
58
Wear & performance
63
Skin suitability
67
Very close colour · Natural · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Natural rather than matte finish · 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 oily skin
Retailer shade note: a red-based rich brown for warmth and saturation
Differences: Neutral rather than cool undertone· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
84
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: Neutral rather than cool undertone · 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
Matches: Very close colour· Same medium coverage· Both claim a skin-like finish
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Does not claim a lightweight feel
Score details
Shade match
84
Finish & visual result
82
Wear & performance
70
Skin suitability
30
Very close colour · Natural · Medium coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Neutral rather than cool undertone · Natural rather than matte finish · Does not claim a lightweight feel · Not marketed for combination/oily skin
Retailer shade note: rich tan with neutral undertones
$42Ulta Beauty(product price)$6 less (13%)4.3 (212)
Matches: Very close colour· Same matte finish· Both claim a skin-like finish
Differences: Neutral rather than cool undertone· Full rather than medium coverage· No long-wear claim
Score details
Shade match
83
Finish & visual result
85
Wear & performance
51
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 7% ingredient overlap
Differences: Neutral rather than cool 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· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
79
Wear & performance
63
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): no ingredient list for one product
Differences: Neutral rather than cool undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability
Differences: Neutral rather than cool undertone· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
83
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: Neutral rather than cool undertone · 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
$18.99Ulta Beauty(product price)$29.01 less (60%)4.4 (40,035)
Matches: Near-identical swatch colour· Claims transfer resistance· Both claim colour stability
Differences: Natural rather than matte finish· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
61
Wear & performance
64
Skin suitability
84
Looks identical · Natural · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Natural rather than matte finish · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Contains listed fragrance · Contains drying alcohol
Matches: Very close colour· Both claim a skin-like finish· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Light rather than medium coverage
Score details
Shade match
84
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 cool 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
$11.99Ulta Beauty(product price)$36.01 less (75%)4.4 (182,841)
Matches: Same matte finish· Same medium coverage· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
81
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Close colour · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Neutral rather than cool undertone · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination skin · Contains drying alcohol
Matches: Very close colour· Both claim a skin-like finish
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Light rather than medium coverage
Score details
Shade match
85
Finish & visual result
75
Wear & performance
40
Skin suitability
84
Very close colour · Natural · Light coverage
Ingredients (not scored): 7% ingredient overlap
Differences: Neutral rather than cool 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 · Does not claim a lightweight feel
$12.99Ulta Beauty(product price)$35.01 less (73%)4.4 (41,209)
Matches: Very close colour· Same matte finish
Differences: Neutral rather than cool undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
82
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 12% ingredient overlap
Differences: Neutral rather than cool undertone · 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
$22Ulta Beauty(product price)$26 less (54%)3.5 (42)
Matches: Similar undertone (neutral vs cool)
Differences: Natural rather than matte finish· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
86
Finish & visual result
68
Wear & performance
40
Skin suitability
84
Close colour · Natural · Buildable coverage
Ingredients (not scored): 2% ingredient overlap
Differences: Natural rather than matte finish · 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
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
77
Finish & visual result
73
Wear & performance
60
Skin suitability
100
Very close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Retailer shade note: deeper skin with very warm, rosy undertones
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
76
Finish & visual result
73
Wear & performance
60
Skin suitability
100
Very close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Retailer shade note: deeper skin with warm, peach undertones
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
76
Finish & visual result
73
Wear & performance
60
Skin suitability
100
Very close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Retailer shade note: deeper skin with warm, golden undertones
Matches: Claims transfer resistance· Both claim colour stability· Both claim a lightweight feel
Differences: Neutral rather than cool undertone· Natural rather than matte finish· Full rather than medium coverage
Score details
Shade match
80
Finish & visual result
61
Wear & performance
64
Skin suitability
84
Close colour · Natural · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Neutral rather than cool undertone · Natural rather than matte finish · Full rather than medium coverage · No skin-like finish claimed · Does not claim not settling into lines · Contains listed fragrance · Contains drying alcohol
Matches: Same matte finish· Claims a blurring effect· Claims transfer resistance
Differences: Olive rather than cool undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
74
Finish & visual result
73
Wear & performance
60
Skin suitability
100
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Olive rather than cool undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Retailer shade note: deeper skin with very warm, golden or olive undertones
Matches: Same matte finish· Claims a blurring effect· Claims transfer resistance
Differences: Slightly deeper· Slightly warmer undertone· Full rather than medium coverage
Score details
Shade match
69
Finish & visual result
73
Wear & performance
60
Skin suitability
100
Close colour · Matte · Full coverage
Ingredients (not scored): 11% ingredient overlap
Differences: Slightly deeper · Slightly warmer undertone · Full rather than medium coverage · No skin-like finish claimed · Does not claim colour stability · Contains listed fragrance
Retailer shade note: deeper skin with warm, golden undertones
$24Ulta Beauty(product price)$24 less (50%)3.9 (396)
Matches: Very close colour· Same medium coverage
Differences: Neutral rather than cool undertone· Radiant rather than matte finish· No skin-like finish claimed
Score details
Shade match
83
Finish & visual result
50
Wear & performance
51
Skin suitability
84
Very close colour · Radiant · Medium coverage
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than cool undertone · Radiant rather than matte finish · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Does not claim a lightweight feel · Contains listed fragrance
The closest shade to Too Faced Born This Way Soft Matte Foundation Mocha (Deep · Cool · rosy 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
Rare Beauty True to Myself Natural Matte Longwear Foundation in 43 Deep Cool, against Too Faced Born This Way Soft Matte Foundation in Mocha. Every attribute compared, with its share of the score.
ComparedYour shadeMochaClosest match43 Deep CoolHow they compareScore
Shade match55% of overall97
Colour60%96#995130#965134Looks identicalColour difference 1.3 (0 is identical)
Depth15%99DeepDeepSameDepth difference: 0.5
Retailer descriptionRich deepNot statedNo depth word in one descriptionNot compared
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(product price)$3 less (6%)
