Born This Way Soft Matte Foundation Sand dupes and alternatives Too Faced
4.3 (3,608)·Deep tan · 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.
$25Ulta Beauty(product price)$23 less (48%)4.4 (33)
Matches: Very close colour· Same warm undertone· Same matte finish
Differences: Full rather than medium coverage· Does not claim not settling into lines· Does not claim colour stability
Score details
Shade match
95
Finish & visual result
85
Wear & performance
58
Skin suitability
84
Very close colour · Matte · Full coverage
Ingredients (not scored): 23% ingredient overlap
Differences: Full rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability · Contains listed fragrance · Contains drying alcohol
Retailer shade note: medium deep with warm undertone
Matches: Very close colour· Same warm undertone· Both claim a skin-like finish
Differences: Natural matte rather than matte finish· Buildable rather than medium coverage· Does not claim not settling into lines
Score details
Shade match
94
Finish & visual result
91
Wear & performance
58
Skin suitability
50
Very close colour · Natural matte · Buildable coverage
Ingredients (not scored): 26% ingredient overlap
Differences: Natural matte rather than matte finish · Buildable rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability
Retailer shade note: medium-to-tan shade with warm undertones
Matches: Very close colour· Same warm undertone· Same matte finish
Differences: Buildable rather than medium coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
96
Finish & visual result
79
Wear & performance
63
Skin suitability
60
Very close colour · Matte · Buildable coverage
Ingredients (not scored): 22% ingredient overlap
Differences: Buildable 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 · Not marketed for normal skin · Contains listed fragrance · Contains drying alcohol
Retailer shade note: medium to deep skin with warm undertones
Matches: Near-identical swatch colour· Similar undertone (neutral vs warm)· 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
95
Finish & visual result
73
Wear & performance
67
Skin suitability
67
Looks identical · Matte · Full coverage
Ingredients (not scored): 10% 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 skin
Matches: Very close colour· Same warm undertone· Same matte finish
Differences: Buildable rather than medium coverage· No skin-like finish claimed· No long-wear claim
Score details
Shade match
93
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
Matches: Very close colour· Same medium coverage· Claims a blurring effect
Differences: Olive rather than warm undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
90
Finish & visual result
64
Wear & performance
74
Skin suitability
100
Very close colour · Natural · Medium coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Olive rather than warm undertone · Natural rather than matte finish · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability
Matches: Very close colour· Same warm undertone· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
96
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Natural rather than matte finish · 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: MD5 - medium-deep to deep with warm undertones
$17.99Ulta Beauty(product price)$30.01 less (63%)4.2 (5,328)
Matches: Near-identical swatch colour· Similar undertone (neutral vs warm)· Both claim a skin-like finish
Differences: Radiant rather than matte finish· Full rather than medium coverage· Does not claim not settling into lines
Score details
Shade match
94
Finish & visual result
57
Wear & performance
74
Skin suitability
84
Looks identical · Radiant · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Radiant rather than matte finish · Full rather than medium coverage · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
Matches: Near-identical swatch colour· Similar undertone (neutral vs warm)· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
94
Finish & visual result
68
Wear & performance
58
Skin suitability
60
Looks identical · Natural · Medium coverage
Ingredients (not scored): 19% ingredient overlap
Differences: Natural 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 · Not marketed for oily skin · Contains listed fragrance · Contains drying alcohol
Retailer shade note: medium - deep with neutral golden undertones
Matches: Very close colour· Same medium coverage· Both claim a skin-like finish
Differences: Neutral rather than warm undertone· Natural rather than matte finish· Does not claim not settling into lines
Score details
Shade match
85
Finish & visual result
76
Wear & performance
63
Skin suitability
100
Very close colour · Natural · Medium coverage
Ingredients (not scored): 19% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · Does not claim not settling into lines · Does not claim colour stability · Contains drying alcohol
Retailer shade note: medium dark with neutral undertone
Differences: Neutral rather than warm undertone· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
86
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 warm 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: Near-identical swatch colour· Same medium coverage· Claims a blurring effect
Differences: Olive rather than warm undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
93
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Looks identical · Natural · Medium coverage
Ingredients (not scored): 17% ingredient overlap
Differences: Olive rather than warm undertone · Natural rather than matte finish · 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: medium - neutral, slightly warm olive
Matches: Very close colour· Same warm undertone· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
96
Finish & visual result
64
Wear & performance
63
Skin suitability
28
Very close colour · Natural · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Natural rather than matte finish · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination/oily skin · Contains drying alcohol
$12.99Ulta Beauty(product price)$35.01 less (73%)4.4 (41,209)
Matches: Very close colour· Similar undertone (neutral vs warm)· 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
89
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 12% 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
Differences: Neutral rather than warm undertone· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
85
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 warm 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 warm undertone· Both claim 24-hour wear
Differences: Radiant rather than matte finish· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
96
Finish & visual result
50
Wear & performance
63
Skin suitability
84
Very close colour · Radiant · Buildable coverage
Ingredients (not scored): 22% ingredient overlap
Differences: Radiant rather than matte finish · Buildable 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 · Contains listed fragrance · Contains drying alcohol
Retailer shade note: medium to deep skin with warm undertones
Matches: Very close colour· Same warm undertone· Claims transfer resistance
Differences: Natural rather than matte finish· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
95
Finish & visual result
61
Wear & performance
55
Skin suitability
60
Very close colour · Natural · Full coverage
Ingredients (not scored): 17% 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 · Does not claim colour stability · Not marketed for oily skin
Retailer shade note: MD5 - medium-deep to deep with warm undertones
Matches: Very close colour· Same medium coverage· Both claim colour stability
Differences: Neutral rather than warm undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
86
Finish & visual result
68
Wear & performance
74
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 10% ingredient overlap
Differences: Neutral rather than warm undertone · Natural rather than matte finish · No skin-like finish claimed · Does not claim not settling into lines · Not marketed for oily skin
Retailer shade note: medium dark with neutral undertone
Matches: Very close colour· Similar undertone (neutral vs warm)· Claims a blurring effect
Differences: Natural rather than matte finish· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
64
Wear & performance
63
Skin suitability
84
Very close colour · Natural · Buildable coverage
Ingredients (not scored): 33% 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
Matches: Near-identical swatch colour· Same matte finish
Differences: Neutral rather than warm undertone· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
88
Finish & visual result
79
Wear & performance
51
Skin suitability
50
Looks identical · Matte · Full coverage
Ingredients (not scored): 12% ingredient overlap
Differences: Neutral rather than warm 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: Very close colour· Similar undertone (neutral vs warm)
Differences: Natural rather than matte finish· Buildable rather than medium coverage· No skin-like finish claimed
Score details
Shade match
90
Finish & visual result
68
Wear & performance
40
Skin suitability
84
Very 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· Similar undertone (neutral vs warm)· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· No long-wear claim
Score details
Shade match
92
Finish & visual result
64
Wear & performance
66
Skin suitability
0
Very close colour · Natural · Medium coverage
Ingredients (not scored): 8% 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 normal/combination/oily skin
$18.99Ulta Beauty(product price)$29.01 less (60%)4.4 (40,035)
Matches: Very close 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
86
Finish & visual result
61
Wear & performance
64
Skin suitability
84
Very close colour · 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
The closest shade to Too Faced Born This Way Soft Matte Foundation Sand (Deep tan · 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
NYX Professional Makeup Make 'EM Wonder, 24H Soft Matte Foundation in Golden Caramel, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest shade matchGolden CaramelHow they compareScore
Shade match55% of overall98
Colour60%97#ad6c3c#af6d3fLooks identicalColour difference 0.9 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared86
Finish35%100MatteMatteSameSame matte finish
Coverage30%100MediumBuildableCloseBuildable 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 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 overall100
Skin type100%100Normal, combination, oilyCombination, normal, oilyBoth marketed for normal/combination/oily skin
Overall match 87/100Shade match 98/100Medium 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.
Rare Beauty True to Myself Natural Matte Longwear Foundation in 39 Medium Deep Warm, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest overall alternative39 Medium Deep WarmHow they compareScore
Shade match55% of overall96
Colour60%95#ad6c3c#b16e39Looks identicalColour difference 1.5 (0 is identical)
Overall match 88/100Shade match 96/100Medium 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.
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