PhotoFocus Liquid Foundation Soft Ivory dupes and alternatives Wet n Wild
3.8 (2,067)·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%).
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.
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.
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
Kylie Cosmetics Natural Blur Powder Foundation in 2WN, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.
ComparedYour shadeSoft IvoryClosest shade match2WNHow they compareScore
Shade match55% of overall90
Colour60%97#e7ba95#e9be9aLooks identicalColour difference 1.1 (0 is identical)
Depth15%97LightLightSameDepth difference: 1.9
Retailer descriptionNot statedFairNo depth word in one descriptionNot compared
Coverage30%80FullMediumCloseMedium coverage rather than full (buildable: one step of tolerance)
Skin-like finish20%40ClaimedNot listedSome differenceOnly your product claims a skin-like finish; the match does not list it
Blurring15%100ClaimedClaimedSameBoth products claim a blurring or smoothing effect
Wear & performance15% of overall · 4 of 5 compared40
Longevity30%40Not listed12-hour wearSome differenceThe match claims long wear; your product does not list it
Transfer resistance20%—not comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling20%40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
Colour stability15%40Not listedClaimedSome differenceThe match claims colour stability (no oxidation); your product does not list it
Comfort15%40Not listedClaimedSome differenceThe match claims a comfortable, lightweight feel; your product does not list it
Skin suitability5% of overall80
Skin type100%80Dry, normalDry, normal, combination, oilyBoth 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.
Ulta Beauty Collection Complexion Crush Foundation in Fair Neutral, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.
ComparedYour shadeSoft IvoryClosest overall alternativeFair NeutralHow they compareScore
Shade match55% of overall89
Colour60%94#e7ba95#e3bc99Very close colourColour difference 1.7 (0 is identical)
Depth15%100LightLightSameDepth difference: 0.3
Retailer descriptionNot statedNot statedNo depth word in one descriptionNot compared
Overall match 82/100Shade match 89/100Medium 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.
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.
Ulta Beauty(product price)Costs $13.75 more
View at Sephora
