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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 SPF, applied. RemoveMineral1

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Only showing matches with medium coverage, with SPF.

  • 28 matches have no SPF listed and are not shown.

Closest shade matchClosest overall alternative: bareMinerals ORIGINAL Loose Talc-Free Mineral Powder Foundation SPF 15 Fair Ivory 02

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
Fair Ivory 02
Depth and undertone: Light · Neutral
Finish and coverage: Natural · Medium coverage
Overall match
77out of 100
Shade (Shade match)
92
Finish (Finish & visual result)
67
Wear (Wear & performance)
40
Skin (Skin suitability)
80
Shade match
92out of 100
Colour
99
Depth
100
Undertone
70
Medium confidence· Digital matchWhy it matches
Best price
$39.50SephoraSephora
Costs $34.26 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

bareMinerals ORIGINAL Loose Talc-Free Mineral Powder Foundation SPF 15 in Fair Ivory 02, against Wet n Wild PhotoFocus Liquid Foundation in Soft Ivory. Every attribute compared, with its share of the score.

ComparedYour shadeSoft IvoryClosest matchFair Ivory 02Score
Shade match55% of overall92
Colour99#e7ba95#e8ba94Looks identicalColour difference 0.3 (0 is identical)
Depth100LightLightSameDepth difference: 0.2
Retailer descriptionNot statedVery fairNo 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
Longevitynot comparableNot listedNot listedNot claimed by eitherNeither product lists long wear
Transfer resistancenot comparableNot listedNot listedNot claimed by eitherNeither product lists transfer resistance
Settling40Not listedClaimedSome differenceThe match claims not settling into pores or fine lines; your product does not list it
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 overall80
Skin type80Dry, normalNormal, dry, combination, sensitiveBoth marketed for dry/​normal skin
Overall match 77/100Shade 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 ORIGINAL Loose Talc-Free Mineral Powder Foundation SPF 15 in Fair Ivory 02.

Same or better

  • Near-identical swatch colour
  • Medium rather than full coverage
  • Both claim a blurring effect
  • Claims not settling into lines
  • Claims a lightweight feel
  • Adds SPF 15

Different

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

Ingredients (information only, not scored)

0 shared ingredients; weighted similarity 0%. Ingredients only affect results through the filters.

AttributeYour shadeClosest match
BaseSilicone-based, high siliconeno silicone
FragranceNot listedNot listed
Drying alcoholNot listedNot listed
SPFNot listedSPF 15
OverlapSilicone-based vs unknown-based; silicone high vs none
View full match

Where to buy Fair Ivory 02

Best price
$39.50SephoraSephora
Costs $34.26 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.