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PhotoFocus Liquid Foundation Soft Beige dupes and alternatives Wet n Wild

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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-free11No drying alcohol7Vegan5Cruelty-free5Oil-free4With SPF5Mineral1

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13 of 33

Only showing matches in liquid form.

  • 7 matches have no formulation listed and are not shown.

Closest shade matchClosest overall alternative: bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 Light 22 Warm

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
bareMinerals
Light 22 Warm
Depth and undertone: Light · Warm · yellow
Finish and coverage: Matte · Full coverage
Overall match
83out of 100
Shade (Shade match)
92
Finish (Finish & visual result)
91
Wear (Wear & performance)
40
Skin (Skin suitability)
76
Shade match
92out of 100
Colour
99
Depth
100
Undertone
70
Medium confidence· Digital matchWhy it matches
Match price
$45Ulta BeautyUlta Beauty
Costs $39.76 more

Your shade $5.24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

More matches

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Overall alternativesShade matchesRanked by the overall match: the most similar foundation 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 foundation on shade, finish, wear and skin suitability together. Each row leads with its overall match; the shade match is beneath it.

  1. #2 · bareMinerals

    BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20

    Light 21 Warm
    Shade match 91
    $45Ulta BeautyUlta Beauty(product price)Costs $39.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: No blurring effect claimedContains drying alcohol

    Score details
    Shade match
    91
    Finish & visual result
    91
    Wear & performance
    40
    Skin suitability
    76

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: No blurring effect claimed · Contains drying alcohol

    Retailer shade note: for very light warm skin with a subtle peach hue

    Medium confidence· Digital match

    View match
  2. #3 · bareMinerals

    BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20

    Light 27 Cool
    Shade match 91
    $45Ulta BeautyUlta Beauty(product price)Costs $39.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: No blurring effect claimedContains drying alcohol

    Score details
    Shade match
    91
    Finish & visual result
    91
    Wear & performance
    40
    Skin suitability
    76

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: No blurring effect claimed · Contains drying alcohol

    Retailer shade note: for light cool skin with a pink hue

    Medium confidence· Digital match

    View match
  3. #4 · Lancôme

    Teint Idole Ultra Wear Natural Matte Foundation

    235N
    Shade match 90
    $53SephoraSephoraCosts $47.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: Not marketed for dry skinContains drying alcohol

    Score details
    Shade match
    90
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    40

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Not marketed for dry skin · Contains drying alcohol

    Retailer shade note: Light with Peachy Undertones

    Medium confidence· Digital match

    View match
  4. #5 · Lancôme

    Teint Idole Ultra Wear Natural Matte Foundation

    310N
    Shade match 89
    $53SephoraSephoraCosts $47.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: Not marketed for dry skinContains drying alcohol

    Score details
    Shade match
    89
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    40

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Not marketed for dry skin · Contains drying alcohol

    Retailer shade note: Medium with Peachy Undertones

    Medium confidence· Digital match

    View match
  5. #6 · Lancôme

    Teint Idole Ultra Wear Natural Matte Foundation

    305N
    Shade match 88
    $53SephoraSephoraCosts $47.76 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: Not marketed for dry skinContains drying alcohol

    Score details
    Shade match
    88
    Finish & visual result
    100
    Wear & performance
    40
    Skin suitability
    40

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 14% ingredient overlap

    Differences: Not marketed for dry skin · Contains drying alcohol

    Retailer shade note: Medium with Peachy Undertones

    Medium confidence· Digital match

    View match
  6. #7 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    CN 18 Cream Whip
    Shade match 89
    $49SephoraSephoraCosts $43.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: No skin-like finish claimedNo blurring effect claimed

    Score details
    Shade match
    89
    Finish & visual result
    79
    Wear & performance
    40
    Skin suitability
    87

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: No skin-like finish claimed · No blurring effect claimed

    Retailer shade note: very fair, cool-neutal undertones

    Medium confidence· Digital match

    View match
  7. #8 · NARS

    Natural Matte Longwear Foundation

    LANAI
    Shade match 89
    $55SephoraSephoraCosts $49.76 more

    Matches: Near-identical swatch colourSame matte finishSame full coverage

    Differences: No skin-like finish claimedNot marketed for dry skin

    Score details
    Shade match
    89
    Finish & visual result
    88
    Wear & performance
    40
    Skin suitability
    40

    Looks identical · Matte · Full coverage

    Ingredients (not scored): 11% ingredient overlap

    Differences: No skin-like finish claimed · Not marketed for dry skin

    Retailer shade note: M2.25 - Medium with neutral undertones, and a peach tone

    Medium confidence· Digital match

    View match
  8. #9 · Drunk Elephant

    Kamo Triple-Peptide Multi-Use Serum Foundation

    Fair 5N
    Shade match 90
    $42SephoraSephoraCosts $36.76 more

    Matches: Near-identical swatch colourSame full coverageBoth claim a skin-like finish

    Differences: Natural rather than matte finishNo blurring effect claimed

    Score details
    Shade match
    90
    Finish & visual result
    76
    Wear & performance
    40
    Skin suitability
    87

    Looks identical · Natural · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Natural rather than matte finish · No blurring effect claimed

    Retailer shade note: Fair to Light with Cool Neutral Undertones

    Medium confidence· Digital match

    View match
  9. #10 · Tarte

    Amazonian Clay 16-Hour Full Coverage Foundation

    47N Tan-Teep Neutral
    Shade match 89
    $42Ulta BeautyUlta Beauty(product price)Costs $36.76 more

    Matches: Very close colourSame matte finishSame full coverage

    Differences: No skin-like finish claimedNot marketed for dry skinContains listed fragrance

    Score details
    Shade match
    89
    Finish & visual result
    88
    Wear & performance
    40
    Skin suitability
    40

    Very close colour · Matte · Full coverage

    Ingredients (not scored): 18% ingredient overlap

    Differences: No skin-like finish claimed · Not marketed for dry skin · Contains listed fragrance

    Retailer shade note: tan to deep skin with a balance of warm & cool undertones

    Medium confidence· Digital match

    View match
  10. #11 · Drunk Elephant

    Kamo Triple-Peptide Multi-Use Serum Foundation

    Fair 4N
    Shade match 90
    $42SephoraSephoraCosts $36.76 more

    Matches: Near-identical swatch colourSame full coverageBoth claim a skin-like finish

    Differences: Natural rather than matte finishNo blurring effect claimed

    Score details
    Shade match
    90
    Finish & visual result
    76
    Wear & performance
    40
    Skin suitability
    87

    Looks identical · Natural · Full coverage

    Ingredients (not scored): 13% ingredient overlap

    Differences: Natural rather than matte finish · No blurring effect claimed

    Retailer shade note: Fair with Warm Neutral Undertones

    Medium confidence· Digital match

    View match
  11. #12 · ILIA

    True Skin Serum Foundation

    Texel SF3
    Shade match 91
    $56SephoraSephoraCosts $50.76 more

    Matches: Near-identical swatch colourBoth claim a skin-like finishClaims long-wearing

    Differences: Natural rather than matte finishMedium rather than full coverageNo blurring effect claimed

    Score details
    Shade match
    91
    Finish & visual result
    70
    Wear & performance
    40
    Skin suitability
    87

    Looks identical · Natural · Medium coverage

    Ingredients (not scored): 6% ingredient overlap

    Differences: Natural rather than matte finish · Medium rather than full coverage · No blurring effect claimed

    Retailer shade note: light with cool undertones

    Medium confidence· Digital match

    View match
  12. #13 · IT Cosmetics

    CC+ Cream Full Coverage Color Correcting Foundation

    Neutral Medium
    Shade match 91
    $39SephoraSephoraCosts $33.76 more

    Matches: Near-identical swatch colourSame full coverageClaims long-wearing

    Differences: Natural rather than matte finishNo skin-like finish claimedNo blurring effect claimed

    Score details
    Shade match
    91
    Finish & visual result
    64
    Wear & performance
    40
    Skin suitability
    76

    Looks identical · Natural · Full coverage

    Ingredients (not scored): 21% ingredient overlap

    Differences: Natural rather than matte finish · No skin-like finish claimed · No blurring effect claimed · Contains listed fragrance

    Retailer shade note: natural beige shade with neutral undertones

    Medium confidence· Digital match

    View match

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

bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 in Light 22 Warm, against Wet n Wild PhotoFocus Liquid Foundation in Soft Beige. Every attribute compared, with its share of the score.

ComparedYour shadeSoft BeigeClosest matchLight 22 WarmScore
Shade match55% of overall92
Colour99#e6b592#e7b591Looks identicalColour difference 0.3 (0 is identical)
Depth100LightLightSameDepth difference: 0.1
Retailer descriptionNot statedVery fairNo depth word in one descriptionNot compared
Undertone70UnknownWarm · yellowSome differencefrom retailer shade descriptions
Finish & visual result25% of overall91
Finish100MatteMatteSameSame matte finish
Coverage100FullFullSameSame full coverage
Skin-like finish100ClaimedClaimedSameBoth products claim a skin-like finish
Blurring40ClaimedNot listedSome differenceOnly your product claims a blurring or smoothing effect; the match does not list it
Wear & performance15% of overall · 3 of 5 compared40
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
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)
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall76
Skin type76Dry, normalCombination, dry, normal, oily, sensitiveBoth marketed for dry/​normal skin
Overall match 83/100Shade match 92/100Medium 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 bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 in Light 22 Warm.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Same full coverage
  • Both claim a skin-like finish
  • Claims 24-hour wear
  • Claims transfer resistance
  • Claims a lightweight feel
  • Adds SPF 20

Different

  • No blurring effect claimed
  • Contains alcohol

Ingredients (information only, not scored)

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

AttributeYour shadeClosest match
BaseSilicone-based, high siliconeWater-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedListed (alcohol)
SPFNot listedSPF 20
OverlapSilicone-based vs water-based; silicone high vs high
View full match

Where to buy Light 22 Warm

Match price
$45Ulta BeautyUlta Beauty
Costs $39.76 more

Your shade $5.24 at Ulta Beauty · product price; shade not separately priced

Ulta BeautyView at Ulta Beauty

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.