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PhotoFocus Liquid Foundation Soft Beige 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%).

Filters, 2 applied

Coverage

Finish

Formulation

  • Liquid1
  • Cream0
  • Stick0
  • Powder0
  • Cushion0
  • Gel0

Skin type

Preferences

Fragrance-free0No drying alcohol1Vegan0Cruelty-free0Oil-free0With SPF, applied. RemoveMineral1

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Only showing matches with a natural finish, with SPF.

  • 25 matches have no SPF listed and are not shown.

Closest shade matchClosest overall alternative: IT Cosmetics CC+ Cream Full Coverage Color Correcting Foundation Neutral Medium

The equivalent shade and the most similar foundation overall.

Your shade
Wet n Wild
Soft BeigeChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
IT Cosmetics
Neutral Medium
Depth and undertone: Light · Neutral
Finish and coverage: Natural · Full coverage
Overall match
76out of 100
Shade (Shade match)
91
Finish (Finish & visual result)
64
Wear (Wear & performance)
40
Skin (Skin suitability)
76
Shade match
91out of 100
Colour
98
Depth
99
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

Looking for a concealer in your shade?

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

Closest concealers

  1. Dior Forever Skin Correct Full-Coverage Concealer

    3 Warm Peach

    Dior Forever Skin Correct Full-Coverage Concealer, shade 3 Warm Peach

    • Looks identical
    • Light · Warm · peach undertone

    $42

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

    Medium Sand

    e.l.f. Cosmetics Hydrating Camo Concealer, shade Medium Sand

    • Looks identical
    • Light · Neutral undertone

    $8

    Ulta BeautyView at Ulta Beauty
  3. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Vanilla Swirl 3.1 Beige

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Vanilla Swirl 3.1 Beige

    • Looks identical
    • Light · Cool · pink undertone

    $31

    SephoraView at Sephora
  4. NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum

    Beige

    NYX Professional Makeup Bare With Me Hydrating Face & Body Concealer Serum, shade Beige

    • Looks identical
    • Light medium

    $12

    Ulta BeautyView at Ulta Beauty
  5. bareMinerals ORIGINAL Liquid Mineral Brightening Concealer

    Medium 3N

    bareMinerals ORIGINAL Liquid Mineral Brightening Concealer, shade Medium 3N

    • Looks identical
    • Light medium · Neutral undertone

    $31

    Ulta BeautyView at Ulta Beauty
  6. Too Faced Born This Way Super Coverage Multi-Use Concealer

    Light Beige

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

    • Looks identical
    • Light medium · Neutral undertone

    $36

    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 match works

IT Cosmetics CC+ Cream Full Coverage Color Correcting Foundation in Neutral Medium, against Wet n Wild PhotoFocus Liquid Foundation in Soft Beige. Every attribute compared, with its share of the score.

ComparedYour shadeSoft BeigeClosest matchNeutral MediumScore
Shade match55% of overall91
Colour98#e6b592#e6b492Looks identicalColour difference 0.6 (0 is identical)
Depth99LightLightSameDepth difference: 0.4
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Undertone70UnknownNeutralSome differencefrom retailer shade descriptions
Finish & visual result25% of overall64
Finish56MatteNaturalSome differenceNatural finish rather than matte
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 overall · 1 of 5 compared40
Longevity40Not listedLong-wearingSome differenceThe match claims long wear; your product does not list it
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 overall76
Skin type76Dry, normalNormal, dry, combination, oily, sensitiveBoth marketed for dry/​normal skin
Overall match 76/100Shade 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 IT Cosmetics CC+ Cream Full Coverage Color Correcting Foundation in Neutral Medium.

Same or better

  • Near-identical swatch colour
  • Same full coverage
  • Claims long-wearing
  • Adds SPF 50

Different

  • Natural finish instead of matte
  • No skin-like finish claimed
  • No blurring effect claimed
  • Fragrance is listed in the formula

Ingredients (information only, not scored)

11 shared ingredients; weighted similarity 21%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseSilicone-based, high siliconeWater-based, high silicone
FragranceNot listedListed (limonene)
Drying alcoholNot listedNot listed
SPFNot listedSPF 50
OverlapSilicone-based vs water-based; silicone high vs high
View full match

Where to buy Neutral Medium

Best price
$39SephoraSephora
Costs $33.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

33 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.