Born This Way Super Coverage Multi-Use Concealer Chai dupes and alternatives Too Faced
4.3 (8,182)·Very deep · Warm · golden undertone
Closest shade match is the equivalent shade, scored on colour, depth and undertone only. Closest overall alternative is the most similar concealer 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 concealer 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 concealer on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.
$10.99Ulta Beauty(product price)$25.01 less (69%)4.1 (2,823)
Matches: Same natural finish· Both claim a lightweight feel
Differences: Neutral rather than warm undertone· No long-wear claim· Does not claim not settling into lines
Score details
Shade match
81
Finish & visual result
100
Wear & performance
54
Skin suitability
0
Close colour · Natural finish
Ingredients (not scored): 10% ingredient overlap
Differences: Neutral rather than warm undertone · No long-wear claim · Does not claim not settling into lines · Not marketed for normal/dry/combination skin
$16.99Ulta Beauty(product price)$19.01 less (53%)4.4 (832)
Matches: Very close colour· Claims a skin-like finish· Both claim long-wearing
Differences: Neutral rather than warm undertone· Radiant rather than natural finish· Not marketed for normal/dry/combination skin
Score details
Shade match
85
Finish & visual result
50
Wear & performance
100
Skin suitability
0
Very close colour · Radiant finish
Ingredients (not scored): 14% ingredient overlap
Differences: Neutral rather than warm undertone · Radiant rather than natural finish · Not marketed for normal/dry/combination skin · Contains drying alcohol
The closest shade to Too Faced Born This Way Super Coverage Multi-Use Concealer Chai (Very deep · Warm · golden undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.
Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Why the closest shade match works
L'Oréal Paris True Match Radiant Serum Concealer in C7, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest shade matchC7How they compareScore
Shade match55% of overall95
Colour60%92#764429#7d4728Very close colourColour difference 2.0 (0 is identical)
Depth15%96Very deepDeepCloseDepth difference: 2.5
Retailer descriptionDeepNot statedNo depth word in one descriptionNot compared
Finish & visual result25% of overall · 2 of 4 compared50
Finish35%56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage30%—not comparableFullNot listedNot comparedCoverage not listed for one product
Skin-like finish20%40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared100
Longevity30%100Long-wearingLong-wearingSameBoth products claim long wear
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%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall0
Skin type100%0Normal, dry, combinationSensitiveMarketed for different skin types
Overall match 80/100Shade 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.
Laura Mercier Real Flawless Weightless Perfecting Serum Concealer in 6W1, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Chai. Every attribute compared, with its share of the score.
ComparedYour shadeChaiClosest overall alternative6W1How they compareScore
Shade match55% of overall92
Colour60%88#764429#7d4127Very close colourColour difference 2.6 (0 is identical)
Overall match 91/100Shade match 92/100Medium 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
Ulta Beauty(product price)$25.01 less (69%)
