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· 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
$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
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
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 match works
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 match39 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.
SephoraCosts $5 more
Walmart
