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Born This Way Super Coverage Multi-Use Concealer Cookie dupes and alternatives Too Faced

Light medium · Olive 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%).

Filters, 3 applied

Coverage

  • Medium0
  • Medium to full0
  • Full0

Finish

Formulation

  • Liquid0
  • Serum0

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan1Cruelty-free0Oil-free0With SPF0Mineral0

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Only showing matches made for sensitive skin, with a radiant finish, without talc.

  • 10 matches have no skin type listed and are not shown.

Closest shade matchClosest overall alternative: Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer 140

The equivalent shade and the most similar concealer overall.

Your shade
Too Faced
CookieChange shade
Depth and undertone: Light medium · Olive
Finish and coverage: Natural · Full coverage
The match
Maybelline
140
Depth and undertone: Light medium · Warm
Finish and coverage: Radiant finish
Overall match
69out of 100
Shade (Shade match)
84
Finish (Finish & visual result)
56
Wear (Wear & performance)
59
Skin (Skin suitability)
0
Shade match
84out of 100
Colour
87
Depth
99
Undertone
65
Medium confidence· Digital matchWhy it matches
Best price
$12.99Ulta BeautyUlta Beauty
$23.01 less (64%)

Your shade $36 at Sephora

Ulta BeautyView at Ulta Beauty

Looking for a foundation in your shade?

The closest shade to Too Faced Born This Way Super Coverage Multi-Use Concealer Cookie (Light medium · Olive undertone) in each foundation range, compared on measured colour, depth and undertone. Price never changes the order.

From the same range

  1. Too Faced Born This Way Soft Matte Foundation

    Natural Beige

    Too Faced Born This Way Soft Matte Foundation, shade Natural Beige

    • Nearest in this range
    • Medium tan · Neutral · neutral golden undertone

    $48

    Ulta BeautyView at Ulta Beauty

Closest foundations

  1. Nudestix Tinted Cover Foundation

    Nude 4

    Nudestix Tinted Cover Foundation, shade Nude 4

    • Looks identical
    • Medium light · Neutral undertone

    $40

    Ulta BeautyView at Ulta Beauty
  2. Milani Conceal + Perfect Smooth Finish Cream-To-Powder Foundation

    Creamy Natural

    Milani Conceal + Perfect Smooth Finish Cream-To-Powder Foundation, shade Creamy Natural

    • Looks identical
    • Light medium · Neutral undertone

    $12.99

    Ulta BeautyView at Ulta Beauty
  3. Chanel LES BEIGES Water-Fresh Complexion Touch

    BR22

    Chanel LES BEIGES Water-Fresh Complexion Touch, shade BR22

    • Looks identical
    • Medium light · Neutral undertone

    $70

    Ulta BeautyView at Ulta Beauty
  4. Haus Labs Triclone Skin Tech Medium Coverage Foundation

    330 Medium

    Haus Labs Triclone Skin Tech Medium Coverage Foundation, shade 330 Medium

    • Close colour
    • Medium light · Olive undertone

    $52

    SephoraView at Sephora
  5. Juvia's Place I Am My Skin Hydra-Tint Foundation Stick

    15 Brasilia

    Juvia's Place I Am My Skin Hydra-Tint Foundation Stick, shade 15 Brasilia

    • Looks identical
    • Medium light · Warm · golden undertone

    $20

    Ulta BeautyView at Ulta Beauty
  6. Clinique Almost Powder Makeup SPF 18 Foundation

    06 Deep

    Clinique Almost Powder Makeup SPF 18 Foundation, shade 06 Deep

    • Very close colour
    • Light medium

    $40

    Ulta BeautyView at Ulta Beauty

Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.

Why the closest match works

Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer in 140, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Cookie. Every attribute compared, with its share of the score.

ComparedYour shadeCookieClosest match140Score
Shade match55% of overall84
Colour87#d7a990#e0a78bVery close colourColour difference 2.7 (0 is identical)
Depth99Light mediumLight mediumSameDepth difference: 0.5
Retailer descriptionMediumNot statedNo depth word in one descriptionNot compared
Undertone65OliveWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 1 of 4 compared56
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
Coveragenot comparableFullNot listedNot comparedCoverage not listed for one product
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurringnot comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared59
Longevity40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling100ClaimedClaimedSameBoth products claim not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall0
Skin type0Normal, dry, combinationSensitiveMarketed for different skin types
Overall match 69/100Shade match 84/100Medium 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 Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer in 140.

Same or better

  • $23.01 less
  • Very close colour
  • Both claim not settling into lines

Different

  • Slightly warmer undertone
  • Radiant finish instead of natural
  • No long-wear claim
  • Does not claim a lightweight feel
  • Not marketed for normal/dry/combination skin

Ingredients (information only, not scored)

10 shared ingredients; weighted similarity 24%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high
View full match

Where to buy 140

Best price
$12.99Ulta BeautyUlta Beauty
$23.01 less (64%)

Your shade $36 at Sephora

Ulta BeautyView at Ulta Beauty

How these matches are scored

31 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.