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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%).

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Fragrance-free1No drying alcohol1Vegan1Cruelty-free1Oil-free0With SPF0Mineral0

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Only showing matches with buildable coverage.

Closest shade match: Dior Forever Skin Wear Blurring Natural Matte Foundation 2W Warm

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

Your shade
Wet n Wild
Soft IvoryChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
Dior
2W Warm
Depth and undertone: Light · Warm
Finish and coverage: Matte · Buildable coverage
Shade match
91out of 100
Colour
97
Depth
99
Undertone
70
Medium confidence· Digital matchWhy it matches
Best price
$60SephoraSephora
Costs $54.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative: Revolution Beauty Superfix Blur Longwear Foundation F5NW

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
Soft IvoryChange shade
Depth and undertone: Light
Finish and coverage: Matte · Full coverage
The match
Revolution Beauty
F5NW
Depth and undertone: Light · Warm
Finish and coverage: Matte · Buildable coverage
Overall match
80out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
82
Wear (Wear & performance)
40
Skin (Skin suitability)
76
Medium confidence· Digital matchWhy it matches
Match price
$14Ulta BeautyUlta Beauty
Costs $8.76 more

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

Ulta BeautyView at Ulta Beauty

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 shade match works

Dior Forever Skin Wear Blurring Natural Matte Foundation in 2W Warm, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeSoft IvoryClosest shade match2W WarmScore
Shade match55% of overall91
Colour97#e7ba95#e6bc99Looks identicalColour difference 0.9 (0 is identical)
Depth99LightLightSameDepth difference: 0.7
Retailer descriptionNot statedLightNo depth word in one descriptionNot compared
Undertone70UnknownWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall82
Finish100MatteMatteSameSame matte finish
Coverage80FullBuildableCloseBuildable 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 · 1 of 5 compared40
Longevity40Not listed24-hour wearSome 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 overall40
Skin type40Dry, normalDry, combination, oilyBoth marketed for dry 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 Dior Forever Skin Wear Blurring Natural Matte Foundation in 2W Warm.

Same or better

  • Near-identical swatch colour
  • Same matte finish
  • Buildable rather than full coverage
  • Both claim a blurring effect
  • Claims 24-hour wear

Different

  • No skin-like finish claimed
  • Not marketed for normal skin
  • Fragrance is listed in the formula
  • Contains alcohol

Ingredients (information only, not scored)

6 shared ingredients; weighted similarity 16%. Ingredients only affect results through the filters.

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

Why the closest overall alternative works

Revolution Beauty Superfix Blur Longwear Foundation in F5NW, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeSoft IvoryClosest overall alternativeF5NWScore
Shade match55% of overall90
Colour95#e7ba95#e7ba99Looks identicalColour difference 1.3 (0 is identical)
Depth100LightLightSameDepth difference: 0.2
Retailer descriptionNot statedFairNo depth word in one descriptionNot compared
Undertone70UnknownWarmSome differencefrom retailer shade descriptions
Finish & visual result25% of overall82
Finish100MatteMatteSameSame matte finish
Coverage80FullBuildableCloseBuildable 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 overall76
Skin type76Dry, normalCombination, dry, normal, oily, sensitiveBoth marketed for dry/​normal skin
Overall match 80/100Shade 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 Revolution Beauty Superfix Blur Longwear Foundation in F5NW.

Same or better

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

Different

  • No skin-like finish claimed

Ingredients (information only, not scored)

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

AttributeYour shadeClosest overall alternative
BaseSilicone-based, high siliconeSilicone-based, high silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedNot listed
OverlapBoth silicone-based; silicone high vs high
View full match

Where to buy

Closest shade match

Dior Forever Skin Wear Blurring Natural Matte Foundation 2W Warm

Best price
$60SephoraSephora
Costs $54.76 more

Your shade $5.24 at Ulta Beauty

SephoraView at Sephora

Closest overall alternative

Revolution Beauty Superfix Blur Longwear Foundation F5NW

Match price
$14Ulta BeautyUlta Beauty
Costs $8.76 more

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

Ulta BeautyView at Ulta Beauty

How these matches are scored

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.