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.
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: 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
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 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
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
NARS Light Reflecting Foundation in Marquises, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest shade matchMarquisesHow they compareScore
Shade match55% of overall96
Colour60%93#ad6c3c#b36a37Very close colourColour difference 1.7 (0 is identical)
Finish35%56MatteNaturalSome differenceNatural finish rather than matte
Coverage30%100MediumMediumSameSame medium coverage
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 4 of 5 compared63
Longevity30%7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
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%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall60
Skin type100%60Normal, combination, oilyNormal, dry, combinationBoth marketed for normal/combination skin
Overall match 81/100Shade 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.
MERIT The Minimalist Perfecting Complexion Foundation and Concealer Stick in Sienna, against Too Faced Born This Way Soft Matte Foundation in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest overall alternativeSiennaHow they compareScore
Shade match55% of overall93
Colour60%89#ad6c3c#ae7345Very close colourColour difference 2.5 (0 is identical)
Depth15%96Deep tanTanCloseDepth difference: 2.7
Retailer descriptionMediumMedium tanSome differenceRetailer descriptions one depth band apart
Finish & visual result25% of overall · 3 of 4 compared68
Finish35%56MatteNaturalSome differenceNatural finish rather than matte
Coverage30%100MediumMediumSameSame medium coverage
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 compared78
Longevity30%7024-hour wearLong-wearingSome differenceYour product claims 24-hour wear; the match says long-wearing without hours
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stability15%40ClaimedNot listedSome differenceOnly your product claims colour stability (no oxidation); the match does not list it
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall100
Skin type100%100Normal, combination, oilyNormal, combination, oilyBoth marketed for normal/combination/oily skin
Overall match 85/100Shade 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.
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.
Ulta Beauty
Sephora$1 less (2%)
