Beautler.Your beauty butler

PhotoFocus Liquid Foundation Soft 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%).

Filters, 4 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free1No drying alcohol1Vegan0Cruelty-free0Oil-free0With SPF0Mineral0

Avoid an ingredient

Sort

1 of 31

Only showing matches with medium coverage, in liquid form, without talc or silicones.

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

Closest shade matchClosest overall alternative: NARS Light Reflecting Foundation Lanai

The equivalent shade and the most similar foundation overall.

Your shade
Wet n Wild
Soft IvoryChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
NARS
Lanai
Depth and undertone: Light · Neutral
Finish and coverage: Natural · Medium coverage
Overall match
77out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
67
Wear (Wear & performance)
40
Skin (Skin suitability)
87
Shade match
90out of 100
Colour
97
Depth
100
Undertone
70
Medium confidence· Digital matchWhy it matches
Best price
$55SephoraSephora
Costs $49.76 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 Ivory (Light) in each concealer range, compared on measured colour, depth and undertone. Price never changes the order.

Closest concealers

  1. Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer

    Sugar Biscuit 3.5 Neutral

    Huda Beauty #FauxFilter Matte Buildable Coverage Waterproof Concealer, shade Sugar Biscuit 3.5 Neutral

    • Looks identical
    • Light · Neutral undertone

    $31

    SephoraView at Sephora
  2. Tarte Shape Tape Full Coverage Matte Concealer

    34S medium sand

    Tarte Shape Tape Full Coverage Matte Concealer, shade 34S medium sand

    • Looks identical
    • Light · Warm · golden undertone

    $32

    SephoraView at Sephora
  3. MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer

    NC14.5

    MAC Cosmetics Studio Fix 36HR Smooth Angles Hydrating Concealer, shade NC14.5

    • Looks identical
    • Light · Neutral · neutral golden undertone

    $30

    SephoraView at Sephora
  4. Kosas Revealer Super Creamy + Brightening Concealer

    Tone 5.8 N

    Kosas Revealer Super Creamy + Brightening Concealer, shade Tone 5.8 N

    • Looks identical
    • Light · Neutral undertone

    $32

    SephoraView at Sephora
  5. Clinique Even Better All-Over Concealer + Eraser

    CN 62 Porcelain Beige

    Clinique Even Better All-Over Concealer + Eraser, shade CN 62 Porcelain Beige

    • Looks identical
    • Light · Neutral · neutral pink undertone

    $32

    Ulta BeautyView at Ulta Beauty
  6. e.l.f. Cosmetics Hydrating Camo Concealer

    Light Peach

    e.l.f. Cosmetics Hydrating Camo Concealer, shade Light Peach

    • Looks identical
    • Light · Cool · rosy undertone

    $8

    Ulta BeautyView at Ulta Beauty

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

Why the closest match works

NARS Light Reflecting Foundation in Lanai, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeSoft IvoryClosest matchLanaiScore
Shade match55% of overall90
Colour97#e7ba95#eab991Looks identicalColour difference 1.1 (0 is identical)
Depth100LightLightSameDepth difference: 0.0
Retailer descriptionNot statedMediumNo depth word in one descriptionNot compared
Undertone70UnknownNeutralSome differencefrom retailer shade descriptions
Finish & visual result25% of overall67
Finish56MatteNaturalSome differenceNatural finish rather than matte
Coverage80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
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 · 2 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)
Comfort40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall87
Skin type87Dry, normalNormal, dry, combinationBoth marketed for dry/​normal skin
Overall match 77/100Shade 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 NARS Light Reflecting Foundation in Lanai.

Same or better

  • Near-identical swatch colour
  • Medium rather than full coverage
  • Both claim a blurring effect
  • Claims long-wearing
  • Claims a lightweight feel

Different

  • Natural finish instead of matte
  • No skin-like finish claimed

Ingredients (information only, not scored)

7 shared ingredients; weighted similarity 14%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseSilicone-based, high siliconeWater-based, no silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapSilicone-based vs water-based; silicone high vs none
View full match

Where to buy Lanai

Best price
$55SephoraSephora
Costs $49.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

How these matches are scored

31 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.