It Cosmetics

Rich in other brands

Depth: Lighter than 33% of the shades in our data
Undertone: Listed as neutral from its retail listing
Swatch: Reads warmer than most shades this deep #bf8858
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is KIKO Milano 05 Cookie Crust in Matte Diaries Triple Wear Face Multitasker (likely close). In all, 230 ranges have a likely-close shade and 110 brands have one worth trying.

Closest shade in each brand

The 40 closest of 110 brands. The other 70 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.

KIKO Milano

05 Cookie Crust · Matte Diaries Triple Wear Face Multitasker

Likely close Swatch reads about the same
Max Factor

09 TAN · Miracle Second Skin Foundation

Likely close Swatch reads about the same
Ulta Beauty

Tan Neutral · Complexion Crush Foundation

Likely close Swatch reads about the same · listed neutral
bareMinerals

24 Latte · BAREPRO Longwear Powder Foundation

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

9 TAN · Unreal Skin Sheer Glow Tint Hydrating Foundation Stick

Likely close Swatch reads about the same · listed neutral
CoverGirl

D-3 - Honey Beige · TruBlend Hydrating Foundation

Likely close Swatch reads about the same
Milani

Golden Tan · Conceal + Perfect 2-in-1 Foundation + Concealer

Likely close Swatch reads about the same · listed warm
Sephora Collection

31 Medium Almond · 10 Hour Wear Perfection Foundation

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

345 · Pro Filt'r Soft Matte Powder Foundation

Likely close Swatch reads about the same · listed olive
PÜR

DG1 Medium Dark · 4-in-1 Pressed Mineral Powder Foundation SPF 15

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

40 Tan Warm · Soft Glam Satin Foundation

Likely close Swatch reads about the same · listed warm
Tarte

46S tan-deep sand · Maracuja Juicy Glow Tint

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

160 Tan · Lock-It Powder Foundation

Likely close Swatch reads about the same
Shiseido

360 Citrine · Revitalessence Skin Glow Foundation SPF 30

Likely close Swatch reads about the same
Rimmel London

403: Golden Caramel – Warm undertones · Lasting Finish 35 Hour Foundation

Likely close Swatch reads about the same · listed warm
NARS

MD3.3 Caracas · Light Reflecting Advanced Skincare Foundation

Likely close Swatch reads about the same · listed warm
Smashbox

3.35 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

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

Nude Beige · Pro Coverage Liquid Foundation

Likely close Swatch reads about the same
Clé de Peau Beauté

O50 Tan Ocher · Radiant Cream Foundation SPF 25

Likely close Swatch reads about the same · listed neutral
Clarins

06 · Skin Illusion Tinted Moisturiser SPF 25

Likely close Swatch reads about the same
BLK/OPL

Rich Caramel · TRUE COLOR Mineral Matte Crème Powder Foundation SPF 15

Likely close Swatch reads about the same
Gucci

370O · Fluide De Beauté Fini Naturel - Natural Finish Fluid Foundation

Likely close Swatch reads about the same · listed olive
Essence

110 Medium Beige · I Love Flawless Skin Foundation

Likely close Swatch reads about the same
Lancôme

460 Suede W · Teint Idole Ultra Wear 24H Long Wear Foundation

Likely close Swatch reads about the same · listed warm
Clinique

WN 76 Toasted Wheat · Beyond Perfecting Foundation + Concealer

Likely close Swatch reads about the same · listed neutral-cool
Laura Mercier

Amber · Flawless Lumière Radiance-Perfecting Foundation

Likely close Swatch reads about the same · listed warm
Estée Lauder

5W1 Bronze · Double Wear Light Soft Matte Hydra Makeup

Likely close Swatch reads about the same · listed warm
L'Oréal

Neutral 230 · Lumi Le Glow Tint

Likely close Swatch reads about the same · listed neutral
Dermablend

65W Golden Bronze · Cover Creme Full Coverage Foundation

Likely close Swatch reads about the same · listed warm
Maybelline

332 · Lifter Plump & Glow Foundation

Likely close Swatch reads about the same
Lorac

16 · PRO Soft Focus Longwear Foundation

Likely close Swatch reads about the same · listed warm
Make Up For Ever

Y434 · Reboot Active Care Revitalizing Foundation

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

Medium Deep Neutral Olive 290 · Revealer Skin-Improving Foundation SPF 25

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

Caramel · PhotoFocus Liquid Foundation

Likely close Swatch reads about the same
MAC

NW50 · Studio Fix Powder Plus Foundation

Likely close Swatch reads about the same · listed cool
NYX Professional Makeup

Golden · Total Control Pro Drop Foundation

Likely close Swatch reads about the same · listed warm
Catrice

037W · Skin Like Tinted Moisturizer

Likely close Swatch reads about the same · listed warm
It Cosmetics

42.5 Tan Warm · Your Skin But Better Foundation + Skincare

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

Praline · Born This Way Undetectable Medium-to-Full Coverage Foundation

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

80NN · Stay Naked The Fix Powder Foundation

Likely close Swatch reads about the same · listed neutral

Closest shade in the other 70 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

Neutral Medium (lighter)
Rich Honey (deeper)

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