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, 3 applied

Coverage

Finish

Formulation

Skin type

Preferences

Fragrance-free2No drying alcohol1Vegan1Cruelty-free1Oil-free1With SPF2Mineral0

Avoid an ingredient

Sort

2 of 31

Only showing matches made for dry skin, with full coverage, in liquid form.

  • 4 matches have no formulation listed and are not shown.
  • 3 matches have no skin type listed and are not shown.

Closest shade matchClosest overall alternative: bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 Light 27 Cool

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
bareMinerals
Light 27 Cool
Depth and undertone: Light · Cool · pink
Finish and coverage: Matte · Full coverage
Overall match
82out of 100
Shade (Shade match)
90
Finish (Finish & visual result)
91
Wear (Wear & performance)
40
Skin (Skin suitability)
76
Shade match
90out of 100
Colour
95
Depth
99
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

Show
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 · Clinique

    Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    WN 12 Meringue
    Shade match 89
    $49Ulta BeautyUlta Beauty(product price)Costs $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, warm-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 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

bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 in Light 27 Cool, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeSoft IvoryClosest matchLight 27 CoolScore
Shade match55% of overall90
Colour95#e7ba95#e9b894Looks identicalColour difference 1.4 (0 is identical)
Depth99LightLightSameDepth difference: 0.4
Retailer descriptionNot statedLightNo depth word in one descriptionNot compared
Undertone70UnknownCool · pinkSome 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 82/100Shade 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 bareMinerals BAREPRO 24HR Wear Skin-Perfecting Matte Liquid Foundation Mineral SPF 20 in Light 27 Cool.

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 27 Cool

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

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.