Born This Way Soft Matte Foundation Swan dupes and alternatives Too Faced
4.3 (3,608)·Fair · Neutral 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: Near-identical swatch colour· Same matte finish· Both claim a skin-like finish
Differences: Slightly warmer undertone· Full rather than medium coverage· Does not claim colour stability
Score details
Shade match
90
Finish & visual result
85
Wear & performance
79
Skin suitability
60
Looks identical · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · Does not claim colour stability · Not marketed for combination skin · Contains drying alcohol
Matches: Near-identical swatch colour· Same matte finish· Both claim a skin-like finish
Differences: Slightly warmer undertone· Full rather than medium coverage· Does not claim colour stability
Score details
Shade match
89
Finish & visual result
85
Wear & performance
79
Skin suitability
60
Looks identical · Matte · Full coverage
Ingredients (not scored): 16% ingredient overlap
Differences: Slightly warmer undertone · Full rather than medium coverage · 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 neutral undertone· Same matte finish
Differences: No skin-like finish claimed· Does not claim not settling into lines· Does not claim colour stability
Score details
Shade match
94
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Looks identical · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: 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: Very close colour· Same neutral undertone· Same matte finish
Differences: No skin-like finish claimed· Does not claim not settling into lines· Does not claim colour stability
Score details
Shade match
92
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Very close colour · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: 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: Very close colour· Same neutral undertone· Same matte finish
Differences: No skin-like finish claimed· Does not claim not settling into lines· Does not claim colour stability
Score details
Shade match
92
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Very close colour · Matte · Medium coverage
Ingredients (not scored): 16% ingredient overlap
Differences: 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: Near-identical swatch colour· Same neutral 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
98
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Looks identical · Natural · Medium coverage
Ingredients (not scored): 14% 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 · Contains listed fragrance · Contains drying alcohol
Retailer shade note: for fair to light skin with neutral undertones
$41Ulta Beauty(product price)$7 less (15%)3.9 (7,312)
Matches: Very close colour· Same neutral undertone· Both claim 24-hour wear
Differences: Natural rather than matte finish· Full rather than medium coverage· No skin-like finish claimed
Score details
Shade match
93
Finish & visual result
61
Wear & performance
85
Skin suitability
60
Very close colour · Natural · Full coverage
Ingredients (not scored): 26% 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 · Not marketed for combination skin
Retailer shade note: very fair, cool-neutral undertones
$14.99Ulta Beauty(product price)$33.01 less (69%)4.3 (32,897)
Matches: Near-identical swatch colour· Same matte finish· Claims a blurring effect
Differences: Full rather than medium coverage· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
91
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 neutral 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
95
Finish & visual result
64
Wear & performance
63
Skin suitability
60
Very close colour · Natural · Medium coverage
Ingredients (not scored): 14% 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 · Contains listed fragrance · Contains drying alcohol
Retailer shade note: for fair skin with neutral 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: Slightly warmer undertone· No skin-like finish claimed· Does not claim not settling into lines
Score details
Shade match
87
Finish & visual result
86
Wear & performance
49
Skin suitability
67
Very close colour · 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 neutral undertone· Same medium coverage
Differences: Natural rather than matte finish· No skin-like finish claimed· No long-wear claim
Score details
Shade match
96
Finish & visual result
64
Wear & performance
51
Skin suitability
67
Very close colour · Natural · Medium coverage
Ingredients (not scored): 4% ingredient overlap
Differences: Natural rather than matte finish · No skin-like finish claimed · No long-wear claim · Does not claim not settling into lines · Does not claim colour stability · Not marketed for oily skin
Matches: Very close colour· Same neutral 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
92
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: fair with neutral peach undertones
The closest shade to Too Faced Born This Way Soft Matte Foundation Swan (Fair · Neutral 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
Hourglass Illusion Luminous Glow Foundation SPF 30 in 1, against Too Faced Born This Way Soft Matte Foundation in Swan. Every attribute compared, with its share of the score.
ComparedYour shadeSwanClosest shade match1How they compareScore
Shade match55% of overall98
Colour60%98#f7c8a6#f8cba9Looks identicalColour difference 0.8 (0 is identical)
Depth15%98FairFairSameDepth difference: 1.2
Retailer descriptionVery fairVery fairBoth described as very fairThe retailers describe the same depth
Finish & visual result25% of overall · 3 of 4 compared50
Finish35%12MatteRadiantDifferentRadiant 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 overall51
Longevity30%3524-hour wear12-hour wearDifferent12-hour wear claimed against 24-hour wear
Transfer resistance20%40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
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%40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall60
Skin type100%60Normal, combination, oilyNormal, dry, combinationBoth marketed for normal/combination skin
Overall match 77/100Shade match 98/100High 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.
Lancôme Teint Idole Ultra Wear Natural Matte Foundation in 110C, against Too Faced Born This Way Soft Matte Foundation in Swan. Every attribute compared, with its share of the score.
ComparedYour shadeSwanClosest overall alternative110CHow they compareScore
Shade match55% of overall95
Colour60%98#f7c8a6#f5c6a5Looks identicalColour difference 0.6 (0 is identical)
Depth15%98FairFairSameDepth difference: 1.0
Retailer descriptionVery fairFairSome differenceRetailer descriptions one depth band apart
Transfer resistance20%40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
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 overall60
Skin type100%60Normal, combination, oilyNormal, oily, sensitiveBoth marketed for normal/oily skin
Overall match 88/100Shade match 95/100High 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.
32 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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