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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%).

Only showing matches made for normal skin.

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

Closest shade match: NARS Radiant Creamy Concealer Affogato

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

The match
NARS
Affogato
Depth and undertone: Very fair · Cool
Finish and coverage: Radiant · Medium coverage
Shade match
98out of 100
Colour
96
Depth
99
Undertone
100
Medium confidence· Digital matchWhy it matches
Best price
$36SephoraSephora
Same price

Your shade $36 at Sephora

SephoraView at Sephora

Closest overall alternative: Hourglass Vanish Airbrush Full Coverage Longwear Concealer Stone 1.3

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

The match
Hourglass
Stone 1.3
Depth and undertone: Very fair · Cool · pink
Finish and coverage: Natural · Full coverage
Overall match
91out of 100
Shade (Shade match)
98
Finish (Finish & visual result)
79
Wear (Wear & performance)
86
Skin (Skin suitability)
100
Best price
$39SephoraSephora
Costs $3 more

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. Shade match 87
    $30SephoraSephora$6 less (17%)

    Matches: Same cool undertoneSame natural finishSame full coverage

    Differences: Does not claim a lightweight feel

    Score details
    Shade match
    87
    Finish & visual result
    100
    Wear & performance
    86
    Skin suitability
    84

    Close colour · Natural · Full coverage

    Ingredients (not scored): 4% ingredient overlap

    Differences: Does not claim a lightweight feel

    Retailer shade note: for cool undertones

    High confidence· Digital match

    View match
  2. 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
  3. Shade match 96
    $38SephoraSephoraCosts $2 more

    Matches: Very close colourSame cool undertoneSame natural finish

    Differences: Does not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    96
    Finish & visual result
    89
    Wear & performance
    61
    Skin suitability
    60

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 23% ingredient overlap

    Differences: Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: ultra light with cool undertones

    High confidence· Digital match

    View match
  4. Shade match 92
    $30SephoraSephora$6 less (17%)

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Matte rather than natural finishDoes not claim a lightweight feelContains drying alcohol

    Score details
    Shade match
    92
    Finish & visual result
    76
    Wear & performance
    86
    Skin suitability
    90

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 26% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Contains drying alcohol

    Retailer shade note: for very fair skin w/ cool pink undertones

    Medium confidence· Digital match

    View match
  5. #7 · Clinique

    Even Better All-Over Concealer + Eraser

    CN 02 Breeze
    Shade match 92
    $22$32SephoraSephora$14 less (39%)

    Matches: Very close colourSimilar undertone (neutral vs cool)Same natural finish

    Differences: Medium rather than full coverageDoes not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    92
    Finish & visual result
    81
    Wear & performance
    82
    Skin suitability
    60

    Very close colour · Natural · Medium coverage

    Ingredients (not scored): 19% ingredient overlap

    Differences: Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: very fair, cool-neutral undertones

    Medium confidence· Digital match

    View match
  6. #8 · 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
  7. #9 · 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
  8. #10 · Tarte

    Shape Tape Full Coverage Matte Concealer

    12B fair beige
    Shade match 96
    $32SephoraSephora$4 less (11%)

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Matte rather than natural finishDoes not claim a lightweight feelNot marketed for dry skin

    Score details
    Shade match
    96
    Finish & visual result
    70
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 24% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for dry skin · Contains listed fragrance

    Retailer shade note: fair skin with cool, pink undertones

    Medium confidence· Digital match

    View match
  9. 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
  10. Shade match 83
    $39SephoraSephoraCosts $3 more

    Matches: Very close colourSame natural finishSame full coverage

    Differences: Neutral rather than cool undertone

    Score details
    Shade match
    83
    Finish & visual result
    79
    Wear & performance
    86
    Skin suitability
    100

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 20% ingredient overlap

    Differences: Neutral rather than cool undertone

    Retailer shade note: Very Fair, Neutral

    High confidence· Digital match

    View match
  11. #13 · Tarte

    Shape Tape Full Coverage Matte Concealer

    8B porcelain beige
    Shade match 94
    $32SephoraSephora$4 less (11%)

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Matte rather than natural finishDoes not claim a lightweight feelNot marketed for dry skin

    Score details
    Shade match
    94
    Finish & visual result
    70
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 24% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for dry skin · Contains listed fragrance

    Retailer shade note: very fair skin with cool, pink undertones

    High confidence· Digital match

    View match
  12. #14 · Tarte

    Shape Tape Full Coverage Matte Concealer

    16N fair-light neutral
    Shade match 94
    $32SephoraSephora$4 less (11%)

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Slightly deeperMatte rather than natural finishDoes not claim a lightweight feel

    Score details
    Shade match
    94
    Finish & visual result
    70
    Wear & performance
    72
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 24% ingredient overlap

    Differences: Slightly deeper · Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for dry skin · Contains listed fragrance

    Retailer shade note: fair to light skin with a balance of warm & cool undertones

    High confidence· Digital match

    View match
  13. Shade match 90
    $30SephoraSephora$6 less (17%)

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Matte rather than natural finish

    Score details
    Shade match
    90
    Finish & visual result
    70
    Wear & performance
    75
    Skin suitability
    90

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Matte rather than natural finish

    Retailer shade note: very fair with rosy undertones

    High confidence· Digital match

    View match
  14. 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
  15. Shade match 88
    $30SephoraSephora$6 less (17%)

    Matches: Same cool undertoneSame full coverageClaims a blurring effect

    Differences: Slightly deeperMatte rather than natural finish

    Score details
    Shade match
    88
    Finish & visual result
    70
    Wear & performance
    75
    Skin suitability
    90

    Close colour · Matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Slightly deeper · Matte rather than natural finish

    Retailer shade note: very fair with rosy undertones

    High confidence· Digital match

    View match
  16. #18 · Clinique

    Even Better All-Over Concealer + Eraser

    CN 10 Alabaster
    Shade match 83
    $22$32SephoraSephora$14 less (39%)

    Matches: Similar undertone (neutral vs cool)Same natural finishClaims a blurring effect

    Differences: Medium rather than full coverageDoes not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    83
    Finish & visual result
    81
    Wear & performance
    82
    Skin suitability
    60

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 19% ingredient overlap

    Differences: Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: very fair, cool-neutral undertones

    Medium confidence· Digital match

    View match
  17. #19 · Clinique

    Even Better All-Over Concealer + Eraser

    CN 18 Cream Whip
    Shade match 82
    $22$32SephoraSephora$14 less (39%)

    Matches: Similar undertone (neutral vs cool)Same natural finishClaims a blurring effect

    Differences: Medium rather than full coverageDoes not claim not settling into linesNot marketed for combination skin

    Score details
    Shade match
    82
    Finish & visual result
    81
    Wear & performance
    82
    Skin suitability
    60

    Close colour · Natural · Medium coverage

    Ingredients (not scored): 19% ingredient overlap

    Differences: Medium rather than full coverage · Does not claim not settling into lines · Not marketed for combination skin

    Retailer shade note: very fair, cool-neutral undertones

    High confidence· Digital match

    View match
  18. #20 · Charlotte Tilbury

    Airbrush Flawless Long-Wear Blur Concealer

    3 Fair
    Shade match 92
    $36SephoraSephoraSame price

    Matches: Very close colourSame cool undertoneSame full coverage

    Differences: Matte rather than natural finishDoes not claim a lightweight feelNot marketed for combination skin

    Score details
    Shade match
    92
    Finish & visual result
    70
    Wear & performance
    65
    Skin suitability
    60

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 8% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for combination skin

    Retailer shade note: Fair with cool undertones

    High confidence· Digital match

    View match
  19. #21 · Tarte

    Shape Tape Full Coverage Matte Concealer

    12N fair neutral
    Shade match 89
    $32SephoraSephora$4 less (11%)

    Matches: Same cool undertoneSame full coverageClaims a blurring effect

    Differences: Matte rather than natural finishDoes not claim a lightweight feelNot marketed for dry skin

    Score details
    Shade match
    89
    Finish & visual result
    70
    Wear & performance
    72
    Skin suitability
    60

    Close colour · Matte · Full coverage

    Ingredients (not scored): 24% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for dry skin · Contains listed fragrance

    Retailer shade note: fair skin with a balance of warm & cool undertones

    Medium confidence· Digital match

    View match
  20. Shade match 84
    $30SephoraSephora$6 less (17%)

    Matches: Very close colourSame full coverageClaims a blurring effect

    Differences: Neutral rather than cool undertoneMatte rather than natural finish

    Score details
    Shade match
    84
    Finish & visual result
    70
    Wear & performance
    75
    Skin suitability
    90

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Neutral rather than cool undertone · Matte rather than natural finish

    Retailer shade note: very fair with neutral undertones

    High confidence· Digital match

    View match
  21. Shade match 83
    $42SephoraSephoraCosts $6 more

    Matches: Very close colourSame natural finishSame full coverage

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

    Score details
    Shade match
    83
    Finish & visual result
    100
    Wear & performance
    51
    Skin suitability
    33

    Very close colour · Natural · Full coverage

    Ingredients (not scored): 10% ingredient overlap

    Differences: Neutral rather than cool undertone · Does not claim not settling into lines · Does not claim a lightweight feel · Not marketed for dry/combination skin · Contains listed fragrance

    Retailer shade note: fair skin with neutral undertones

    Medium confidence· Digital match

    View match
  22. #24 · Charlotte Tilbury

    Airbrush Flawless Long-Wear Blur Concealer

    2 Fair
    Shade match 88
    $36SephoraSephoraSame price

    Matches: Same cool undertoneSame full coverageClaims a blurring effect

    Differences: Matte rather than natural finishDoes not claim a lightweight feelNot marketed for combination skin

    Score details
    Shade match
    88
    Finish & visual result
    70
    Wear & performance
    65
    Skin suitability
    60

    Close colour · Matte · Full coverage

    Ingredients (not scored): 8% ingredient overlap

    Differences: Matte rather than natural finish · Does not claim a lightweight feel · Not marketed for combination skin

    Retailer shade note: Fair with cool undertones

    High confidence· Digital match

    View match

Showing 12 of 22 matches

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

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

  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

  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

  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

  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

  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

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

NARS Radiant Creamy Concealer in Affogato, 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 matchAffogatoScore
Shade match55% of overall98
Colour96#f7d6c2#f9d7c0Looks identicalColour difference 1.1 (0 is identical)
Depth99Very fairVery fairSameDepth difference: 0.6
Retailer descriptionVery fairVery fairBoth described as very fairThe retailers describe the same depth
Undertone100Cool · rosyCoolClosefrom retailer shade descriptions
Finish & visual result25% of overall · 3 of 4 compared62
Finish56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
Skin-like finishnot comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 4 of 5 compared65
Longevity70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product says long-wearing without hours
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
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 overall100
Skin type100Normal, dry, combinationNormal, dry, combinationBoth marketed for normal/​dry/​combination skin
Overall match 84/100Shade match 98/100Medium 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 NARS Radiant Creamy Concealer in Affogato.

Same or better

  • Near-identical swatch colour
  • Same cool undertone
  • Medium rather than full coverage
  • Claims a blurring effect
  • Claims transfer resistance
  • Both claim not settling into lines

Different

  • Radiant finish instead of natural
  • Does not claim a lightweight feel

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 16%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade 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

Why the closest overall alternative works

Hourglass Vanish Airbrush Full Coverage Longwear Concealer in Stone 1.3, 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 alternativeStone 1.3Score
Shade match55% of overall98
Colour96#f7d6c2#f7d3bdLooks identicalColour difference 1.1 (0 is identical)
Depth98Very fairVery fairSameDepth difference: 1.2
Retailer descriptionVery fairVery fairBoth described as very fairThe retailers describe the same depth
Undertone100Cool · rosyCool · pinkClosefrom retailer shade descriptions
Finish & visual result25% of overall79
Finish100NaturalNaturalSameSame natural finish
Coverage100FullFullSameSame full coverage
Skin-like finish40Not listedClaimedSome differenceThe match claims a skin-like finish; your product does not list it
Blurring40Not listedClaimedSome differenceThe match claims a blurring or smoothing effect; your product does not list it
Wear & performance15% of overall · 3 of 5 compared86
Longevity70Long-wearing16-hour wearSome differenceThe match claims 16-hour wear; your product says long-wearing without hours
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)
Comfort100ClaimedClaimedSameBoth products claim a comfortable, lightweight feel
Skin suitability5% of overall100
Skin type100Normal, dry, combinationNormal, dry, combinationBoth marketed for normal/​dry/​combination skin
Overall match 91/100Shade 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.

How scoring works

If you switch

To Hourglass Vanish Airbrush Full Coverage Longwear Concealer in Stone 1.3.

Same or better

  • Near-identical swatch colour
  • Same cool undertone
  • Same natural finish
  • Same full coverage
  • Claims a skin-like finish
  • Claims a blurring effect
  • Both claim not settling into lines
  • Both claim a lightweight feel

Ingredients (information only, not scored)

8 shared ingredients; weighted similarity 20%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseWater-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth water-based; silicone high vs high

Where to buy

Closest shade match

NARS Radiant Creamy Concealer Affogato

Best price
$36SephoraSephora
Same price

Your shade $36 at Sephora

SephoraView at Sephora

Closest overall alternative

Hourglass Vanish Airbrush Full Coverage Longwear Concealer Stone 1.3

Best price
$39SephoraSephora
Costs $3 more

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.