Born This Way Super Coverage Multi-Use Concealer Cookie dupes and alternatives Too Faced
4.3 (8,182)·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%).
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.
$12.99Ulta Beauty(product price)$23.01 less (64%)4.3 (3,814)
Matches: Very close colour· Same full coverage· Both claim long-wearing
Differences: Slightly warmer undertone· Matte rather than natural finish· Does not claim not settling into lines
Score details
Shade match
87
Finish & visual result
76
Wear & performance
68
Skin suitability
50
Very close colour · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Slightly warmer undertone · Matte rather than natural finish · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
Matches: Same full coverage· Both claim long-wearing
Differences: Slightly lighter· Neutral rather than olive undertone· Matte rather than natural finish
Score details
Shade match
79
Finish & visual result
76
Wear & performance
68
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Slightly lighter · Neutral rather than olive undertone · Matte rather than natural finish · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
$12.99Ulta Beauty(product price)$23.01 less (64%)4.3 (3,814)
Matches: Same full coverage· Both claim long-wearing
Differences: Slightly lighter· Neutral rather than olive undertone· Matte rather than natural finish
Score details
Shade match
75
Finish & visual result
76
Wear & performance
68
Skin suitability
50
Close colour · Matte · Full coverage
Ingredients (not scored): 25% ingredient overlap
Differences: Slightly lighter · Neutral rather than olive undertone · Matte rather than natural finish · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
Matches: Same full coverage· Claims a blurring effect· Both claim not settling into lines
Differences: Slightly deeper· Slightly cooler undertone· Matte rather than natural finish
Score details
Shade match
74
Finish & visual result
70
Wear & performance
72
Skin suitability
60
Close colour · Matte · Full coverage
Ingredients (not scored): 24% ingredient overlap
Differences: Slightly deeper · Slightly cooler undertone · Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for dry skin · Contains listed fragrance
Retailer shade note: medium to tan skin with a balance of warm & cool undertones
Matches: Very close colour· Both claim not settling into lines
Differences: Slightly warmer undertone· Radiant rather than natural finish· No long-wear claim
Score details
Shade match
84
Finish & visual result
56
Wear & performance
59
Skin suitability
0
Very close colour · Radiant finish
Ingredients (not scored): 24% ingredient overlap
Differences: Slightly warmer undertone · Radiant rather than natural finish · No long-wear claim · Does not claim a lightweight feel · Not marketed for normal/dry/combination skin
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.
Foundation shade colours are sampled from retailer swatch images, so check the shade on the retailer page before buying.
Why the closest match works
Tarte Shape Tape Full Coverage Matte Concealer in 37G medium-tan golden, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Cookie. Every attribute compared, with its share of the score.
ComparedYour shadeCookieClosest match37G medium-tan goldenHow they compareScore
Shade match55% of overall92
Colour60%87#d7a990#daaa89Very close colourColour difference 2.7 (0 is identical)
Finish & visual result25% of overall · 3 of 4 compared70
Finish35%56NaturalMatteSome differenceMatte finish rather than natural
Coverage30%100FullFullSameSame full coverage
Skin-like finish20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring15%40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 3 of 5 compared72
Longevity30%70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product 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%—not comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort15%40ClaimedNot listedSome differenceOnly your product claims a comfortable, lightweight feel; the match does not list it
Skin suitability5% of overall60
Skin type100%60Normal, dry, combinationNormal, combination, oilyBoth marketed for normal/combination skin
Overall match 82/100Shade 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.
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.
Sephora
Ulta Beauty(product price)$23.01 less (64%)
