It Cosmetics

Neutral Medium in other brands

Depth: Lighter than 64% of the shades in our data
Undertone: Listed as neutral from its name
Swatch: Reads warmer than most shades this deep #deae7e
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Benefit Cosmetics Shade 5 in Hello Happy Air Stick Foundation SPF 20 (likely close). In all, 291 ranges have a likely-close shade and 111 brands have one worth trying.

Closest shade in each brand

The 40 closest of 111 brands. The other 71 brands are listed below.

One shade per brand, closest first. Labels: Likely close under 4.5, Worth sampling 4.5 to 10. What these mean.

Benefit Cosmetics

Shade 5 · Hello Happy Air Stick Foundation SPF 20

Likely close Swatch reads about the same · listed neutral-warm
bareMinerals

18 Medium Tan · ORIGINAL Liquid Mineral Foundation Broad Spectrum SPF 20

Likely close Swatch reads about the same · listed neutral-cool
Sephora Collection

22 P · Best Skin Ever Liquid Foundation

Likely close Swatch reads about the same · listed cool
Hynt Beauty

Bronzed Beige · Encore Pressed Powder Foundation

Likely close Swatch reads about the same · listed warm
NARS

M6 Aruba · Natural Radiant Longwear Foundation

Likely close Swatch reads about the same · listed cool
Urban Decay

60WY · Stay Naked The Fix Powder Foundation

Likely close Swatch reads about the same · listed warm
Smashbox

1.05 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

Likely close Swatch reads about the same · listed olive
Bobbi Brown

Natural Tan · Skin Foundation Stick

Likely close Swatch reads about the same · listed olive
Sisley Paris

2W (2B) Linen · Sisleya Le Teint

Likely close Swatch reads about the same · listed warm
beautyblender

3.50 Warm · Bounce Liquid Whip Long Wear Foundation

Likely close Swatch reads about the same · listed warm
jane iredale

Latte · PurePressed Base Mineral Foundation Refill

Likely close Swatch reads about the same · listed warm
Ulta Beauty

Light Warm · Adjustable Coverage Foundation

Likely close Swatch reads about the same · listed warm
Laura Mercier

Dusk · Flawless Lumière Radiance-Perfecting Foundation

Likely close Swatch reads about the same · listed warm
Rare Beauty

280N · Liquid Touch Weightless Foundation

Likely close Swatch reads about the same · listed olive
Charlotte Tilbury

7 WARM · Beautiful Skin Foundation

Likely close Swatch reads about the same · listed warm
Dose Of Colors

118 Light Medium · Meet Your Hue Foundation

Likely close Swatch reads about the same · listed warm
Lawless

Mojave · Woke Up Like This Flawless Finish Foundation

Likely close Swatch reads about the same · listed neutral
Makeup Revolution

F10 · Conceal & Define Full Coverage Foundation

Likely close Swatch reads about the same · listed warm
Clinique

WN 38 Stone · Even Better Glow Light Reflecting Makeup Broad Spectrum SPF 15

Likely close Swatch reads about the same · listed neutral-warm
Tarte

38S Medium-Tan Sand · Babassu Foundcealer Skincare Foundation Broad Spectrum SPF 20

Likely close Swatch reads about the same · listed warm
Max Factor

44 - Warm Ivory · Miracle Pure Skin-Improving Foundation

Likely close Swatch reads about the same · listed warm
Anastasia Beverly Hills

260N · Luminous Foundation

Likely close Swatch reads about the same · listed neutral
L.A. Girl

Beige · Pro.Matte Foundation

Likely close Swatch reads about the same
Fenty Beauty

250 · Pro Filt'r Hydrating Longwear Foundation

Likely close Swatch reads about the same · listed warm
e.l.f. Cosmetics

Tan · Flawless Finish Foundation

Likely close Swatch reads about the same · listed cool
Too Faced

Golden Beige · Born This Way Undetectable Medium-to-Full Coverage Foundation

Likely close Swatch reads about the same · listed warm
Huda Beauty

420G · #FauxFilter Skin Finish Buildable Coverage Foundation Stick

Likely close Swatch reads about the same · listed warm
Milani

Natural Bisque · Screen Queen Foundation

Likely close Swatch reads about the same
ZOEVA

190N Generous · Authentik Skin Natural Luminous Foundation

Likely close Swatch reads about the same · listed neutral
Armani Beauty

4 · Designer Lift Smoothing Firming Full Coverage Foundation with SPF 20

Likely close Swatch reads about the same · listed warm
MAC

NC20 · Pro Longwear Nourishing Waterproof Foundation

Likely close Swatch reads about the same · listed warm
Wet n Wild

Vanilla Beige · PhotoFocus Stick Foundation

Likely close Swatch reads about the same
Clarins

106N · Skin Illusion Full Coverage Foundation

Likely close Swatch reads about the same · listed neutral
KVD Vegan Beauty

024 Light · True Portrait Medium Coverage Shake Foundation

Likely close Swatch reads about the same · listed warm
Catrice

040 Medium - Tan · Soft Glam Filter Fluid

Likely close Swatch reads about the same
Maybelline

250 · Super Stay Lumi-Matte Foundation

Likely close Swatch reads about the same · listed warm
surratt beauty

5 Surreal Skin · Surreal Skin Foundation Wand

Likely close Swatch reads about the same · listed warm
Au Naturale

Honey · Zero Gravity C2P Foundation

Likely close Swatch reads about the same · listed olive
Shiseido

Light · Sports BB SPF 50+

Likely close Swatch reads about the same
KIKO Milano

O50 Olive 50 · Full Coverage 2-in-1 Foundation & Concealer

Likely close Swatch reads about the same · listed olive

Closest shade in the other 71 brands

A to Z by brand. The 40 above are closer; open a shade to see how close it is.

Filter every range in the shade finder

Next to it in Bye Bye Foundation Powder

Light (lighter)
Rich (deeper)

Colours come from retailer swatch photos taken in January 2021. Test a shade on your jaw in daylight before you buy.