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

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%).

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Finish

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Fragrance-free7No drying alcohol5Vegan2Cruelty-free2Oil-free2With SPF1Mineral0

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9 of 30

Only showing matches with full coverage.

Closest shade match: TIRTIR Mask Fit AI Filter Cushion 39W CARAMEL

The equivalent shade: scored on colour, depth and undertone only.

Your shade
Too Faced
SandChange shade
Depth and undertone: Deep tan · Warm · golden
Finish and coverage: Matte · Medium coverage
The match
TIRTIR
39W CARAMEL
Depth and undertone: Deep tan · Warm
Finish and coverage: Matte · Full coverage
Shade match
95out of 100
Colour
92
Depth
99
Undertone
100
Medium confidence· Digital matchWhy it matches
Match price
$25Ulta BeautyUlta Beauty
$23 less (48%)

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative: Lancôme Teint Idole Ultra Wear Natural Matte Foundation 440N

The most similar foundation overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
Too Faced
SandChange shade
Depth and undertone: Deep tan · Warm · golden
Finish and coverage: Matte · Medium coverage
The match
Lancôme
440N
Depth and undertone: Deep tan · Warm · peach
Finish and coverage: Matte · Full coverage
Overall match
87out of 100
Shade (Shade match)
93
Finish (Finish & visual result)
85
Wear (Wear & performance)
79
Skin (Skin suitability)
60
Medium confidence· Digital matchWhy it matches
Best price
$53SephoraSephora
Costs $5 more

Your shade $48 at Sephora

SephoraView at Sephora

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. #3 · NARS

    Natural Matte Longwear Foundation

    Marquises
    Shade match 94
    $55Ulta BeautyUlta Beauty(product price)Costs $7 more

    Matches: Very close colourSame warm undertoneSame matte finish

    Differences: Full rather than medium coverageNo skin-like finish claimedDoes not claim not settling into lines

    Score details
    Shade match
    94
    Finish & visual result
    73
    Wear & performance
    67
    Skin suitability
    100

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 13% 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

    Retailer shade note: MD5 - medium-deep to deep with warm undertones, and a red tone

    Medium confidence· Digital match

    View match
  2. #4 · L'Oréal Paris

    Infallible Pro-Matte Foundation

    Hazelnut
    Shade match 95
    $9.92WalmartWalmart$38.08 less (79%)

    Matches: Near-identical swatch colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Full rather than medium coverageNo skin-like finish claimedDoes 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

    Medium confidence· Digital match

    View match
  3. #5 · Maybelline

    Super Stay 24H Skin Tint + Vitamin C

    355
    Shade match 94
    $17.99Ulta BeautyUlta Beauty(product price)$30.01 less (63%)

    Matches: Near-identical swatch colourSimilar undertone (neutral vs warm)Both claim a skin-like finish

    Differences: Radiant rather than matte finishFull rather than medium coverageDoes 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

    Medium confidence· Digital match

    View match
  4. #6 · Milani

    Conceal + Perfect 2-in-1 Foundation

    Nutmeg
    Shade match 89
    $12.99Ulta BeautyUlta Beauty(product price)$35.01 less (73%)

    Matches: Very close colourSimilar undertone (neutral vs warm)Same matte finish

    Differences: Full rather than medium coverageNo skin-like finish claimedDoes 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

    Medium confidence· Digital match

    View match
  5. #7 · NARS

    Natural Radiant Longwear Foundation

    Marquises - Medium Dark 5
    Shade match 95
    $55SephoraSephoraCosts $7 more

    Matches: Very close colourSame warm undertoneClaims transfer resistance

    Differences: Natural rather than matte finishFull rather than medium coverageNo 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

    Medium confidence· Digital match

    View match
  6. #8 · Milani

    Conceal + Perfect 2-in-1 Foundation

    Hazelnut
    Shade match 88
    $11.97WalmartWalmart$36.03 less (75%)

    Matches: Near-identical swatch colourSame matte finish

    Differences: Neutral rather than warm undertoneFull rather than medium coverageNo 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

    Medium confidence· Digital match

    View match
  7. #9 · L'Oréal Paris

    Infallible 32H Fresh Wear Foundation

    511 Maple
    Shade match 86
    $18.99Ulta BeautyUlta Beauty(product price)$29.01 less (60%)

    Matches: Very close colourClaims transfer resistanceBoth claim colour stability

    Differences: Natural rather than matte finishFull rather than medium coverageNo 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

    Medium confidence· Digital match

    View match

Looking for a concealer in your shade?

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.

From the same range

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

    Sand

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

    • Nearest in this range
    • Medium light · Warm · golden undertone

    $36

    SephoraView at Sephora

Closest concealers

  1. NARS Soft Matte Complete Concealer

    Chocolat

    NARS Soft Matte Complete Concealer, shade Chocolat

    • Looks identical
    • Deep tan · Warm undertone

    $36

    SephoraView at Sephora
  2. NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum

    Deep Golden

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

    • Close colour
    • Tan · Warm · golden undertone

    $12

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

    Medium Tan 4

    Glossier Stretch Concealer for Dewy Buildable Coverage, shade Medium Tan 4

    • Close colour
    • Tan · Warm · peach undertone

    $22

    SephoraView at Sephora
  4. Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer

    495 Suede W

    Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer, shade 495 Suede W

    • Close colour
    • Deep tan · Warm · golden undertone

    $32

    SephoraView at Sephora
  5. L'Oréal Paris True Match Radiant Serum Concealer

    N9

    L'Oréal Paris True Match Radiant Serum Concealer, shade N9

    • Very close colour
    • Deep tan · Neutral undertone

    $16.99

    Ulta BeautyView at Ulta Beauty
  6. Dior Forever Skin Correct Full-Coverage Concealer

    6 Neutral

    Dior Forever Skin Correct Full-Coverage Concealer, shade 6 Neutral

    • Close colour
    • Tan · Neutral undertone

    $42

    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 shade match works

TIRTIR Mask Fit AI Filter Cushion in 39W CARAMEL, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.

ComparedYour shadeSandClosest shade match39W CARAMELScore
Shade match55% of overall95
Colour92#ad6c3c#a76d3cVery close colourColour difference 2.0 (0 is identical)
Depth99Deep tanDeep tanSameDepth difference: 0.8
Retailer descriptionMediumMedium tanSome differenceRetailer descriptions one depth band apart
Undertone100Warm · goldenWarmClosefrom retailer shade descriptions
Finish & visual result25% of overall85
Finish100MatteMatteSameSame matte finish
Coverage80MediumFullCloseFull coverage rather than medium (buildable: one step of tolerance)
Skin-like finish100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall58
Longevity7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
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 87/100Shade 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 TIRTIR Mask Fit AI Filter Cushion in 39W CARAMEL.

Same or better

  • $23 less
  • Very close colour
  • Same warm undertone
  • Same matte finish
  • Full rather than medium coverage
  • Both claim a skin-like finish
  • Claims a blurring effect
  • Claims transfer resistance
  • Both claim a lightweight feel

Different

  • Does not claim not settling into lines
  • Does not claim colour stability
  • Fragrance is listed in the formula
  • Contains alcohol denat.

Ingredients (information only, not scored)

15 shared ingredients; weighted similarity 23%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedListed (fragrance)
Drying alcoholNot listedListed (alcohol denat.)
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Why the closest overall alternative works

Lancôme Teint Idole Ultra Wear Natural Matte Foundation in 440N, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.

ComparedYour shadeSandClosest overall alternative440NScore
Shade match55% of overall93
Colour90#ad6c3c#a86639Very close colourColour difference 2.3 (0 is identical)
Depth95Deep tanDeep tanSameDepth difference: 3.0
Retailer descriptionMediumMedium tanSome differenceRetailer descriptions one depth band apart
Undertone100Warm · goldenWarm · peachClosefrom retailer shade descriptions
Finish & visual result25% of overall85
Finish100MatteMatteSameSame matte finish
Coverage80MediumFullCloseFull coverage rather than medium (buildable: one step of tolerance)
Skin-like finish100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall79
Longevity10024-hour wear24-hour wearSameBoth claim 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 overall60
Skin type60Normal, combination, oilyNormal, oily, sensitiveBoth marketed for normal/​oily skin
Overall match 87/100Shade match 93/100Medium 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 Lancôme Teint Idole Ultra Wear Natural Matte Foundation in 440N.

Same or better

  • Very close colour
  • Same warm undertone
  • Same matte finish
  • Full rather than medium coverage
  • Both claim a skin-like finish
  • Claims a blurring effect
  • Both claim 24-hour wear
  • Claims transfer resistance
  • Both claim not settling into lines
  • Both claim a lightweight feel

Different

  • Does not claim colour stability
  • Not marketed for combination skin
  • Contains alcohol denat.

Ingredients (information only, not scored)

10 shared ingredients; weighted similarity 16%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol denat.)
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone high vs high
View full match

Where to buy

Closest shade match

TIRTIR Mask Fit AI Filter Cushion 39W CARAMEL

Match price
$25Ulta BeautyUlta Beauty
$23 less (48%)

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

Ulta BeautyView at Ulta Beauty

Closest overall alternative

Lancôme Teint Idole Ultra Wear Natural Matte Foundation 440N

Best price
$53SephoraSephora
Costs $5 more

Your shade $48 at Sephora

SephoraView at Sephora

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.