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

Very fair · Cool · rosy 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, 2 applied

Coverage

Finish

Formulation

Skin type

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Fragrance-free8No drying alcohol8Vegan2Cruelty-free0Oil-free0With SPF0Mineral0

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Only showing matches made for sensitive skin, without talc.

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

Closest shade match: Maybelline Fit Me Natural Finish Concealer 005 Ivory

The equivalent shade: scored on colour, depth and undertone only.

Your shade
Too Faced
MarshmallowChange shade
Depth and undertone: Very fair · Cool · rosy
Finish and coverage: Natural · Full coverage
The match
Maybelline
005 Ivory
Depth and undertone: Very fair
Finish and coverage: Natural finish
Shade match
89out of 100
Colour
95
Depth
95
Undertone
70
Medium confidence· Digital matchWhy it matches
Match price
$10.99Ulta BeautyUlta Beauty
$25.01 less (69%)

Your shade $36 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative: IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer 10.5 Light

The most similar concealer overall: shade match 55%, finish and visual result 25%, wear and performance 15%, skin suitability 5%.

Your shade
Too Faced
MarshmallowChange shade
Depth and undertone: Very fair · Cool · rosy
Finish and coverage: Natural · Full coverage
The match
IT Cosmetics
10.5 Light
Depth and undertone: Very fair · Cool
Finish and coverage: Natural · Full coverage
Overall match
90out of 100
Shade (Shade match)
87
Finish (Finish & visual result)
100
Wear (Wear & performance)
86
Skin (Skin suitability)
84
High confidence· Digital matchWhy it matches
Best price
$30SephoraSephora
$6 less (17%)

Your shade $36 at Sephora

SephoraView at Sephora

More matches

Show
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.

  1. #3 · IT Cosmetics

    Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    13.0 Light Natural
    Shade match 83
    $30SephoraSephora$6 less (17%)

    Matches: Very close colourSame natural finishSame full coverage

    Differences: Neutral rather than cool undertoneDoes not claim a lightweight feel

    Score details
    Shade match
    83
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Neutral rather than cool undertone · Does not claim a lightweight feel

    Retailer shade note: for neutral undertones

    Medium confidence· Digital match

    View match
  2. #4 · IT Cosmetics

    Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    20.0 Medium (for neutral undertones)
    Shade match 79
    $14SephoraSephora$22 less (61%)

    Matches: Same natural finishSame full coverageBoth claim long-wearing

    Differences: Slightly deeperNeutral rather than cool undertoneDoes not claim a lightweight feel

    Score details
    Shade match
    79
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Close colour · Natural · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Slightly deeper · Neutral rather than cool undertone · Does not claim a lightweight feel

    Medium confidence· Digital match

    View match
  3. #5 · IT Cosmetics

    Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    13.0 Light Natural (for neutral undertones)
    Shade match 77
    $14SephoraSephora$22 less (61%)

    Matches: Same natural finishSame full coverageBoth claim long-wearing

    Differences: Slightly deeperNeutral rather than cool undertoneDoes not claim a lightweight feel

    Score details
    Shade match
    77
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Close colour · Natural · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Slightly deeper · Neutral rather than cool undertone · Does not claim a lightweight feel

    Medium confidence· Digital match

    View match
  4. #6 · Laura Mercier

    Real Flawless Weightless Perfecting Serum Concealer

    0N1
    Shade match 80
    $34SephoraSephora$2 less (6%)

    Matches: Same natural finishBoth claim not settling into linesBoth claim a lightweight feel

    Differences: Neutral rather than cool undertoneMedium rather than full coverage

    Score details
    Shade match
    80
    Finish & visual result
    91
    Wear & performance
    86
    Skin suitability
    84

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 6% ingredient overlap

    Differences: Neutral rather than cool undertone · Medium rather than full coverage

    Retailer shade note: very fair with neutral undertones

    Medium confidence· Digital match

    View match
  5. #7 · IT Cosmetics

    Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer

    11.0 Light Nude
    Shade match 73
    $30SephoraSephora$6 less (17%)

    Matches: Same natural finishSame full coverageBoth claim long-wearing

    Differences: Slightly deeperNeutral rather than cool undertoneDoes not claim a lightweight feel

    Score details
    Shade match
    73
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Close colour · Natural · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Slightly deeper · Neutral rather than cool undertone · Does not claim a lightweight feel

    Retailer shade note: for neutral undertones

    Medium confidence· Digital match

    View match
  6. #8 · Maybelline

    Fit Me Natural Finish Concealer

    010 Fair
    Shade match 85
    $10.99Ulta BeautyUlta Beauty(product price)$25.01 less (69%)

    Matches: Very close colourSame natural finishBoth claim a lightweight feel

    Differences: No long-wear claimDoes not claim not settling into linesNot marketed for normal/dry/combination skin

    Score details
    Shade match
    85
    Finish & visual result
    100
    Wear & performance
    54
    Skin suitability
    0

    Very close colour · Natural finish

    Ingredients (not scored): 10% ingredient overlap

    Differences: No long-wear claim · Does not claim not settling into lines · Not marketed for normal/dry/combination skin

    Medium confidence· Digital match

    View match

Looking for a foundation in your shade?

The closest shade to Too Faced Born This Way Super Coverage Multi-Use Concealer Marshmallow (Very fair · Cool · rosy 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 Undetectable Medium-To-Full Coverage Foundation

    Swan

    Too Faced Born This Way Undetectable Medium-To-Full Coverage Foundation, shade Swan

    • Close colour
    • Fair · Neutral undertone

    $49

    SephoraView at Sephora

Closest foundations

  1. Dior Forever Skin Glow Foundation

    0CR Cool Rosy

    Dior Forever Skin Glow Foundation, shade 0CR Cool Rosy

    • Looks identical
    • Very fair · Cool · rosy undertone

    $60

    SephoraView at Sephora
  2. TIRTIR Mask Fit AI Filter Cushion

    15C FAIR PORCELAIN

    TIRTIR Mask Fit AI Filter Cushion, shade 15C FAIR PORCELAIN

    • Looks identical
    • Very fair · Cool undertone

    $25

    Ulta BeautyView at Ulta Beauty
  3. ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation

    Fair 20 R

    ONE/SIZE Turn Up the Base Full Beat Waterproof Liquid Foundation, shade Fair 20 R

    • Looks identical
    • Very fair · Cool · rosy undertone

    $17.99

    SephoraView at Sephora
  4. Dior Forever Skin Wear Blurring Natural Matte Foundation

    0CR Cool Rosy

    Dior Forever Skin Wear Blurring Natural Matte Foundation, shade 0CR Cool Rosy

    • Looks identical
    • Very fair · Cool · rosy undertone

    $60

    SephoraView at Sephora
  5. L'Oréal Paris True Match Super-Blendable Foundation

    C0.5 Cool Light

    L'Oréal Paris True Match Super-Blendable Foundation, shade C0.5 Cool Light

    • Looks identical
    • Very fair · Cool undertone

    $13.99

    Ulta BeautyView at Ulta Beauty
  6. Smashbox Dual Filter 2-In-1 Longwearing Concealer + Foundation

    Fair 1 Cool

    Smashbox Dual Filter 2-In-1 Longwearing Concealer + Foundation, shade Fair 1 Cool

    • Looks identical
    • Very fair · Cool undertone

    $41

    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 shade match works

Maybelline Fit Me Natural Finish Concealer in 005 Ivory, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Marshmallow. Every attribute compared, with its share of the score.

ComparedYour shadeMarshmallowClosest shade match005 IvoryScore
Shade match55% of overall89
Colour95#f7d6c2#fcdcc8Looks identicalColour difference 1.3 (0 is identical)
Depth95Very fairVery fairSameDepth difference: 2.9
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Undertone70Cool · rosyUnknownSome differencefrom retailer shade descriptions
Finish & visual result25% of overall · 1 of 4 compared100
Finish100NaturalNaturalSameSame natural finish
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 compared54
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
Settling40ClaimedNot listedSome differenceOnly your product claims not settling into pores or fine lines; the match does not list it
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall0
Skin type0Normal, dry, combinationSensitiveMarketed for different skin types
Overall match 82/100Shade match 89/100Medium 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 Fit Me Natural Finish Concealer in 005 Ivory.

Same or better

  • $25.01 less
  • Near-identical swatch colour
  • Same natural finish
  • Both claim a lightweight feel

Different

  • No long-wear claim
  • Does not claim not settling into lines
  • Not marketed for normal/dry/combination skin

Ingredients (information only, not scored)

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

AttributeYour shadeClosest shade match
BaseWater-based, high siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs silicone-based; silicone high vs high
View full match

Why the closest overall alternative works

IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer in 10.5 Light, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Marshmallow. Every attribute compared, with its share of the score.

ComparedYour shadeMarshmallowClosest overall alternative10.5 LightScore
Shade match55% of overall87
Colour79#f7d6c2#f7dec8Close colourColour difference 3.8 (0 is identical)
Depth95Very fairVery fairSameDepth difference: 3.0
Retailer descriptionVery fairNot statedNo depth word in one descriptionNot compared
Undertone100Cool · rosyCoolClosefrom retailer shade descriptions
Finish & visual result25% of overall · 2 of 4 compared100
Finish100NaturalNaturalSameSame natural finish
Coverage100FullFullSameSame full coverage
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 compared86
Longevity100Long-wearingLong-wearingSameBoth products claim long wear
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 overall84
Skin type84Normal, dry, combinationNormal, dry, combination, oily, sensitiveBoth marketed for normal/​dry/​combination skin
Overall match 90/100Shade match 87/100High 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.

How scoring works

If you switch

To IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer in 10.5 Light.

Same or better

  • $6 less
  • Same cool undertone
  • Same natural finish
  • Same full coverage
  • Both claim long-wearing
  • Both claim not settling into lines

Different

  • Small colour difference on the swatch
  • Does not claim a lightweight feel

Ingredients (information only, not scored)

4 shared ingredients; weighted similarity 4%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeOil-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapWater-based vs oil-based; silicone high vs high
View full match

Where to buy

Closest shade match

Maybelline Fit Me Natural Finish Concealer 005 Ivory

Match price
$10.99Ulta BeautyUlta Beauty
$25.01 less (69%)

Your shade $36 at Sephora · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

Closest overall alternative

IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer 10.5 Light

Best price
$30SephoraSephora
$6 less (17%)

Your shade $36 at Sephora

SephoraView at Sephora

How these matches are scored

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.