Born This Way Super Coverage Multi-Use Concealer Sand dupes and alternatives Too Faced
4.3 (8,182)·Medium light · 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.
Matches: Very close colour· Similar undertone (neutral vs warm)· Claims a skin-like finish
Differences: Radiant rather than natural finish· Medium rather than full coverage· No long-wear claim
Score details
Shade match
90
Finish & visual result
61
Wear & performance
40
Skin suitability
100
Very close colour · Radiant · Medium coverage
Ingredients (not scored): 7% ingredient overlap
Differences: Radiant rather than natural finish · Medium rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel
Retailer shade note: medium tan with neutral peach undertones
$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 warm undertone· Matte rather than natural finish
Score details
Shade match
78
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 warm undertone · Matte rather than natural finish · Does not claim not settling into lines · Does not claim a lightweight feel · Contains drying alcohol
Matches: Very close colour· Similar undertone (neutral vs warm)· Claims a skin-like finish
Differences: Slightly deeper· Radiant rather than natural finish· Medium rather than full coverage
Score details
Shade match
87
Finish & visual result
61
Wear & performance
40
Skin suitability
100
Very close colour · Radiant · Medium coverage
Ingredients (not scored): 7% ingredient overlap
Differences: Slightly deeper · Radiant rather than natural finish · Medium rather than full coverage · No long-wear claim · Does not claim not settling into lines · Does not claim a lightweight feel
Retailer shade note: medium deep with neutral warm undertones
The closest shade to Too Faced Born This Way Super Coverage Multi-Use Concealer Sand (Medium light · 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
Maybelline Instant Age Rewind Eraser Dark Circle Treatment Concealer in 140, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest shade match140How they compareScore
Shade match55% of overall96
Colour60%94#dba485#e0a78bVery close colourColour difference 1.7 (0 is identical)
Finish & visual result25% of overall · 1 of 4 compared56
Finish35%56NaturalRadiantSome differenceRadiant finish rather than natural
Coverage30%—not comparableFullNot listedNot comparedCoverage not listed for one product
Skin-like finish20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a skin-like finish
Blurring15%—not comparableNot listedNot listedNot claimed by eitherNeither product lists a blurring or smoothing effect
Wear & performance15% of overall · 3 of 5 compared59
Longevity30%40Long-wearingNot listedSome differenceOnly your product claims long wear; the match does not list it
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 overall0
Skin type100%0Normal, dry, combinationSensitiveMarketed for different skin types
Overall match 75/100Shade match 96/100Medium 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.
IT Cosmetics Bye Bye Under Eye Full Coverage Anti-Aging Water-Resistant Concealer in 21.0 Medium Tan, against Too Faced Born This Way Super Coverage Multi-Use Concealer in Sand. Every attribute compared, with its share of the score.
ComparedYour shadeSandClosest overall alternative21.0 Medium TanHow they compareScore
Shade match55% of overall82
Colour60%73#dba485#cf9d75Close colourColour difference 4.5 (0 is identical)
Overall match 88/100Shade match 82/100Medium 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.
Ulta Beauty
Sephora$6 less (17%)
