Born This Way Soft Matte Foundation Seashell dupes and alternatives Too Faced
4.3 (3,608)·Light medium · 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%).
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 cool 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
94
Finish & visual result
68
Wear & performance
58
Skin suitability
60
Very close colour · 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: light - medium with cool pink undertones
$11.99Ulta Beauty(product price)$36.01 less (75%)4.4 (182,841)
Matches: Very close colour· Same matte finish· Same medium coverage
Differences: Neutral rather than cool undertone· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
82
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Very close colour · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Neutral rather than cool undertone · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination skin · Contains drying alcohol
$11.99Ulta Beauty(product price)$36.01 less (75%)4.4 (182,841)
Matches: Near-identical swatch colour· Same matte finish· Same medium coverage
Differences: Slightly warmer undertone· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
80
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Looks identical · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly warmer undertone · No skin-like finish claimed · Does not claim not settling into lines · Does not claim colour stability · Not marketed for combination skin · Contains drying alcohol
Matches: Very close colour· Same medium coverage· Claims a blurring effect
Differences: Neutral rather than cool undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
85
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 17% ingredient overlap
Differences: Neutral rather than cool 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: mid fair - neutral, slightly golden
Matches: Near-identical swatch colour· Same medium coverage· Both claim 24-hour wear
Differences: Slightly warmer undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
83
Finish & visual result
68
Wear & performance
58
Skin suitability
60
Looks identical · Natural · Medium coverage
Ingredients (not scored): 19% ingredient overlap
Differences: Slightly warmer undertone · 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: light - medium with neutral peach undertones
Matches: Very close colour· Same medium coverage· Claims a blurring effect
Differences: Neutral rather than cool undertone· Natural rather than matte finish· No skin-like finish claimed
Score details
Shade match
83
Finish & visual result
64
Wear & performance
63
Skin suitability
28
Very close colour · Natural · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Neutral rather than cool 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 combination/oily skin · Contains drying alcohol
Matches: Near-identical swatch colour· Same medium coverage· Claims a blurring effect
Differences: Neutral rather than cool undertone· Radiant rather than matte finish· No skin-like finish claimed
Score details
Shade match
89
Finish & visual result
48
Wear & performance
66
Skin suitability
28
Looks identical · Radiant · Medium coverage
Ingredients (not scored): 8% ingredient overlap
Differences: Neutral rather than cool undertone · Radiant rather than matte finish · No skin-like finish claimed · Does not claim colour stability · Does not claim a lightweight feel · Not marketed for combination/oily skin · Contains drying alcohol
The closest shade to Too Faced Born This Way Soft Matte Foundation Seashell (Light medium · Cool · rosy 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 22 Medium Cool, against Too Faced Born This Way Soft Matte Foundation in Seashell. Every attribute compared, with its share of the score.
ComparedYour shadeSeashellClosest match22 Medium CoolHow they compareScore
Shade match55% of overall96
Colour60%95#edab88#eca684Looks 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.
Sephora$10 less (21%)
