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Born This Way Soft Matte Foundation Nude dupes and alternatives Too Faced

Medium light · 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%).

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Finish

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Fragrance-free4No drying alcohol4Vegan0Cruelty-free0Oil-free0With SPF0Mineral3

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Only showing matches in serum form.

  • 12 matches have no formulation listed and are not shown.

Closest shade matchClosest overall alternative: MAC Cosmetics Studio Radiance Serum Powered Foundation NW40

The equivalent shade and the most similar foundation overall.

Your shade
Too Faced
NudeChange shade
Depth and undertone: Medium light · Cool · rosy
Finish and coverage: Matte · Medium coverage
The match
MAC Cosmetics
NW40
Depth and undertone: Medium · Cool · rosy
Finish and coverage: Radiant · Full coverage
Overall match
76out of 100
Shade (Shade match)
95
Finish (Finish & visual result)
42
Wear (Wear & performance)
60
Skin (Skin suitability)
84
Shade match
95out of 100
Colour
93
Depth
97
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$46Ulta BeautyUlta Beauty
$2 less (4%)

Your shade $48 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

More matches

Show
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.

  1. #2 · Well People

    Skinforia Serum Foundation

    24 Light Medium Neutral
    Shade match 71
    $30TargetTarget$18 less (38%)

    Matches: Both claim a skin-like finishBoth claim a lightweight feel

    Differences: Slightly lighterNeutral rather than cool undertoneNatural rather than matte finish

    Score details
    Shade match
    71
    Finish & visual result
    82
    Wear & performance
    63
    Skin suitability
    90

    Colour not compared · Natural · Buildable coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: Slightly lighter · Neutral rather than cool undertone · Natural rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability

    Low confidence· Digital match

    View match
  2. #3 · Well People

    Skinforia Serum Foundation

    26 Medium Warm
    Shade match 69
    $30TargetTarget$18 less (38%)

    Matches: Both claim a skin-like finishBoth claim a lightweight feel

    Differences: Slightly warmer undertoneNatural rather than matte finishBuildable rather than medium coverage

    Score details
    Shade match
    69
    Finish & visual result
    82
    Wear & performance
    63
    Skin suitability
    90

    Colour not compared · Natural · Buildable coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: Slightly warmer undertone · Natural rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability

    Low confidence· Digital match

    View match
  3. #4 · Well People

    Skinforia Serum Foundation

    16 Light Neutral
    Shade match 55
    $30TargetTarget$18 less (38%)

    Matches: Both claim a skin-like finishBoth claim a lightweight feel

    Differences: Slightly lighterNeutral rather than cool undertoneNatural rather than matte finish

    Score details
    Shade match
    55
    Finish & visual result
    82
    Wear & performance
    63
    Skin suitability
    90

    Colour not compared · Natural · Buildable coverage

    Ingredients (not scored): 3% ingredient overlap

    Differences: Slightly lighter · Neutral rather than cool undertone · Natural rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability

    Low confidence· Digital match

    View match

Looking for a concealer in your shade?

The closest shade to Too Faced Born This Way Soft Matte Foundation Nude (Medium light · Cool · rosy undertone) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

From the same range

  1. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Nude

    Too Faced Born This Way Super Coverage Multi-Use Concealer, shade Nude

    • Nearest in this range
    • Fair · Cool · rosy undertone

    $36

    SephoraView at Sephora

Closest concealers

  1. IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    32 Tan Bronze

    IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer, shade 32 Tan Bronze

    • Close colour
    • Medium · Cool undertone

    $30

    Ulta BeautyView at Ulta Beauty
  2. L'Oréal Paris True Match Radiant Serum Concealer

    N8

    L'Oréal Paris True Match Radiant Serum Concealer, shade N8

    • Very close colour
    • Medium · Neutral undertone

    $16.99

    Ulta BeautyView at Ulta Beauty
  3. Maybelline Fit Me Natural Finish Concealer

    040 Caramel

    Maybelline Fit Me Natural Finish Concealer, shade 040 Caramel

    • Very close colour
    • Medium light

    $10.99

    Ulta BeautyView at Ulta Beauty
  4. L'Oréal Paris Infallible Full Wear Waterproof Concealer

    395 Walnut

    L'Oréal Paris Infallible Full Wear Waterproof Concealer, shade 395 Walnut

    • Close colour
    • Medium

    $15.99

    Ulta BeautyView at Ulta Beauty
  5. NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum

    Medium Golden

    NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum, shade Medium Golden

    • Looks identical
    • Medium · Warm · golden undertone

    $12

    Ulta BeautyView at Ulta Beauty
  6. Glossier Stretch Concealer for Dewy Buildable Coverage

    Medium Tan 2

    Glossier Stretch Concealer for Dewy Buildable Coverage, shade Medium Tan 2

    • Slight colour difference
    • Medium · Neutral undertone

    $22

    SephoraView at Sephora

Concealer shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.

Why the closest match works

MAC Cosmetics Studio Radiance Serum Powered Foundation in NW40, against Too Faced Born This Way Soft Matte Foundation in Nude. Every attribute compared, with its share of the score.

ComparedYour shadeNudeClosest matchNW40Score
Shade match55% of overall95
Colour93#db986a#d4956cVery close colourColour difference 1.7 (0 is identical)
Depth97Medium lightMediumCloseDepth difference: 2.1
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Undertone100Cool · rosyCool · rosySamefrom retailer shade descriptions
Finish & visual result25% of overall42
Finish12MatteRadiantDifferentRadiant finish rather than matte
Coverage80MediumFullCloseFull coverage rather than medium (buildable: one step of tolerance)
Skin-like finish40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall60
Longevity3524-hour wear12-hour wearDifferent12-hour wear claimed against 24-hour wear
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability40ClaimedNot listedSome differenceOnly your product claims colour stability (no oxidation); the match does not list it
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall84
Skin type84Normal, combination, oilyCombination, dry, normal, oily, sensitiveBoth marketed for normal/​combination/​oily skin
Overall match 76/100Shade 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.

How scoring works

If you switch

To MAC Cosmetics Studio Radiance Serum Powered Foundation in NW40.

Same or better

  • $2 less
  • Very close colour
  • Same cool undertone
  • Full rather than medium coverage
  • Claims a blurring effect
  • Claims transfer resistance
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Radiant finish instead of matte
  • No skin-like finish claimed
  • Does not claim colour stability

Ingredients (information only, not scored)

13 shared ingredients; weighted similarity 20%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy NW40

Match price
$46Ulta BeautyUlta Beauty
$2 less (4%)

Your shade $48 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

How these matches are scored

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.