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PhotoFocus Liquid Foundation Nude Ivory dupes and alternatives Wet n Wild

Light

Closest shade match is the equivalent shade, scored on colour, depth and undertone only. Closest overall alternative is the most similar foundation overall, scored on shade match (55%), finish and visual result (25%), wear and performance (15%) and skin suitability (5%).

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Fragrance-free2No drying alcohol2Vegan0Cruelty-free0Oil-free0With SPF, applied. RemoveMineral0

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Only showing matches with full coverage, with SPF, without talc.

  • 28 matches have no SPF listed and are not shown.
  • 1 match has no ingredient list listed and is not shown.

Closest shade match: MAC Cosmetics Studio Fix Fluid SPF 15 Foundation N4

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

Your shade
Wet n Wild
Nude IvoryChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
MAC Cosmetics
N4
Depth and undertone: Light · Warm · peach
Finish and coverage: Matte · Full coverage
Shade match
91out of 100
Colour
99
Depth
98
Undertone
70
Medium confidence· Digital matchWhy it matches
Best price
$39SephoraSephora
Costs $33.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative: IT Cosmetics CC+ Cream Natural Matte Foundation Medium

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

Your shade
Wet n Wild
Nude IvoryChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
IT Cosmetics
Medium
Depth and undertone: Light · Neutral · neutral golden
Finish and coverage: Matte · Full coverage
Overall match
79out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
88
Wear (Wear & performance)
50
Skin (Skin suitability)
0
Medium confidence· Digital matchWhy it matches
Best price
$39SephoraSephora
Costs $33.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

Looking for a concealer in your shade?

The closest shade to Wet n Wild PhotoFocus Liquid Foundation Nude Ivory (Light) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. NARS Radiant Creamy Concealer

    Honey

    NARS Radiant Creamy Concealer, shade Honey

    • Looks identical
    • Light · Cool undertone

    $36

    SephoraView at Sephora
  2. NARS Soft Matte Complete Concealer

    Honey

    NARS Soft Matte Complete Concealer, shade Honey

    • Looks identical
    • Light · Cool undertone

    $36

    SephoraView at Sephora
  3. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Golden Beige

    Too Faced Born This Way Super Coverage Multi-Use Concealer, shade Golden Beige

    • Looks identical
    • Light · Warm · golden undertone

    $36

    SephoraView at Sephora
  4. Rare Beauty Liquid Touch Brightening Concealer

    220C

    Rare Beauty Liquid Touch Brightening Concealer, shade 220C

    • Looks identical
    • Light · Cool undertone

    $24

    SephoraView at Sephora
  5. e.l.f. Cosmetics Hydrating Camo Concealer

    Fair Rose

    e.l.f. Cosmetics Hydrating Camo Concealer, shade Fair Rose

    • Looks identical
    • Light · Cool · pink undertone

    $8

    Ulta BeautyView at Ulta Beauty
  6. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    N12

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade N12

    • Looks identical
    • Light · Neutral undertone

    $30

    SephoraView at Sephora

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

Why the closest shade match works

MAC Cosmetics Studio Fix Fluid SPF 15 Foundation in N4, against Wet n Wild PhotoFocus Liquid Foundation in Nude Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeNude IvoryClosest shade matchN4Score
Shade match55% of overall91
Colour99#ecbb9d#eab99bLooks identicalColour difference 0.5 (0 is identical)
Depth98LightLightSameDepth difference: 1.0
Retailer descriptionNot statedVery fairNo depth word in one descriptionNot compared
Undertone70UnknownWarm · peachSome differencefrom retailer shade descriptions
Finish & visual result25% of overall79
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
Skin-like finish40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring40ClaimedNot listedSome differenceOnly your product claims a blurring or smoothing effect; the match does not list it
Wear & performance15% of overall40
Longevity40Not listed24-hour wearSome differenceThe match claims long wear; your product does not list it
Transfer resistance40Not listedClaimedSome differenceThe match claims transfer resistance; your product does not list it
Settling40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
Colour stability40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall43
Skin type43Dry, normalNormal, oilyBoth marketed for normal skin
Overall match 78/100Shade match 91/100Medium 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 MAC Cosmetics Studio Fix Fluid SPF 15 Foundation in N4.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Same full coverage
  • Claims 24-hour wear
  • Claims transfer resistance
  • Claims not settling into lines
  • Claims colour stability
  • Claims a lightweight feel
  • Adds SPF 15

Different

  • No skin-like finish claimed
  • No blurring effect claimed
  • Not marketed for dry skin

Ingredients (information only, not scored)

10 shared ingredients; weighted similarity 22%. Ingredients only affect results through the filters.

AttributeYour shadeClosest shade match
BaseSilicone-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 15
OverlapSilicone-based vs water-based; silicone high vs high
View full match

Why the closest overall alternative works

IT Cosmetics CC+ Cream Natural Matte Foundation in Medium, against Wet n Wild PhotoFocus Liquid Foundation in Nude Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeNude IvoryClosest overall alternativeMediumScore
Shade match55% of overall90
Colour96#ecbb9d#eab998Looks identicalColour difference 1.2 (0 is identical)
Depth98LightLightSameDepth difference: 1.1
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone70UnknownNeutral · neutral goldenSome differencecandidate undertone inferred
Finish & visual result25% of overall88
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
Skin-like finish40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring100ClaimedClaimedSameBoth products claim a blurring or smoothing effect
Wear & performance15% of overall · none of 5 comparable50
Longevitynot comparableNot listedNot listedNot claimed by eitherNeither product lists long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settlingnot comparableNot listedNot listedNot claimed by eitherNeither product lists not settling into pores or fine lines
Colour stabilitynot comparableNot listedNot listedNot claimed by eitherNeither product lists colour stability (no oxidation)
Comfortnot comparableNot listedNot listedNot claimed by eitherNeither product lists a comfortable, lightweight feel
Skin suitability5% of overall0
Skin type0Dry, normalCombination, oilyMarketed for different skin types
Overall match 79/100Shade match 90/100Medium 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 IT Cosmetics CC+ Cream Natural Matte Foundation in Medium.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Same full coverage
  • Both claim a blurring effect
  • Adds SPF 40

Different

  • No skin-like finish claimed
  • Not marketed for dry/normal skin

Ingredients (information only, not scored)

12 shared ingredients; weighted similarity 26%. Ingredients only affect results through the filters.

AttributeYour shadeClosest overall alternative
BaseSilicone-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 40
OverlapSilicone-based vs water-based; silicone high vs high
View full match

Where to buy

Closest shade match

MAC Cosmetics Studio Fix Fluid SPF 15 Foundation N4

Best price
$39SephoraSephora
Costs $33.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative

IT Cosmetics CC+ Cream Natural Matte Foundation Medium

Best price
$39SephoraSephora
Costs $33.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

34 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.