It Cosmetics

30 Medium Cool in other brands

Your Skin But Better Foundation + Skincare · Liquid and cream

Depth: Lighter than 67% of the shades in our data
Undertone: Listed as cool from its name
Swatch: Reads in between warm and cool #ddb290
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is beautyblender 2.50 Neutral in Bounce Liquid Whip Long Wear Foundation (likely close). In all, 268 ranges have a likely-close shade and 104 brands have one worth trying.

Closest shade in each brand

The 40 closest of 104 brands. The other 64 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.

beautyblender

2.50 Neutral · Bounce Liquid Whip Long Wear Foundation

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

5.9 · Luminous Silk Perfect Glow Flawless Oil-Free Foundation

Likely close Swatch reads about the same · listed warm
Lancôme

110 Ivoire C · Teint Idole Ultra Wear 24H Long Wear Foundation

Likely close Swatch reads about the same · listed cool
Cover FX

40 G+ · Power Play Foundation

Likely close Swatch reads about the same · listed olive
CoverGirl

570 Medium/Tan · Clean Fresh Skin Milk Foundation

Likely close Swatch reads about the same
Tarte

34N Medium Neutral · Babassu Foundcealer Skincare Foundation Broad Spectrum SPF 20

Likely close Swatch reads about the same · listed neutral
Jouer Cosmetics

Golden Sand · Essential High Coverage Crème Foundation

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

260 · Pro Filt'r Soft Matte Powder Foundation

Likely close Swatch reads about the same · listed neutral
Clinique

Matte Medium · Superpowder Double Face Makeup

Likely close Swatch reads about the same
It Cosmetics

Light · Bye Bye Foundation Powder

Likely close Swatch reads about the same · listed neutral
Natasha Denona

55Wr · Foundation X+

Likely close Swatch reads about the same · listed neutral
La Mer

330 Tan · The Soft Fluid Long Wear Foundation SPF 20

Likely close Swatch reads about the same · listed neutral
Smith & Cult

240 Neutral · Veiled Threat Weightless Micro-Blurring Foundation

Likely close Swatch reads about the same · listed neutral
Exa

360 Oakjoo · High Fidelity Foundation

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

210B Chai · #FauxFilter Full Coverage Matte Foundation

Likely close Swatch reads about the same · listed warm
PÜR

MN5 Golden Medium · 4-in-1 Pressed Mineral Powder Foundation SPF 15

Likely close Swatch reads about the same · listed warm
bareMinerals

04 Suede · COMPLEXION RESCUE Hydrating Foundation Stick with Mineral SPF 25

Likely close Swatch reads about the same · listed cool
MAC

N6.5 · Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Control

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

Soft Ivory/Classic Ivory · True Match Lumi Healthy Luminous Makeup

Likely close Swatch reads about the same
Morphe

F1.110 Cool · Fluidity Full-Coverage Foundation

Likely close Swatch reads about the same · listed cool
Givenchy

Y200 · Teint Couture Everwear 24H Foundation SPF 20

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

14 Light Delicate Beige · 10 Hour Wear Perfection Foundation

Likely close Swatch reads about the same · listed cool
Yves Saint Laurent

BD30 · All Hours Longwear Natural Matte Foundation

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

Lucerne · Zero Gravity C2P Foundation

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

50NN · Stay Naked The Fix Powder Foundation

Likely close Swatch reads about the same · listed neutral
Dior

4 Warm · BACKSTAGE Face & Body Foundation

Likely close Swatch reads about the same · listed warm
Kosas

Very Light Neutral 110 · Revealer Skin-Improving Foundation SPF 25

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

Almond · Born This Way Foundation

Likely close Swatch reads about the same · listed warm
Physicians Formula

Fair to Light · Silk Foundation Elixir

Likely close Swatch reads about the same
ZOEVA

110N Creative · Authentik Skin Natural Luminous Foundation

Likely close Swatch reads about the same · listed warm
Shiseido

250 Sand · Synchro Skin Self-Refreshing Custom Finish Powder Foundation

Likely close Swatch reads about the same · listed warm
Milani

Buff · Conceal + Perfect Smooth Finish Cream-To-Powder Foundation

Likely close Swatch reads about the same
Lawless

Arizona · Woke Up Like This Flawless Finish Foundation

Likely close Swatch reads about the same · listed warm
VDL

V04.5 Cool Undertone · Perfect Lasting Foundation

Likely close Swatch reads about the same · listed cool
Il Makiage

212-66015 15 · Woke Up Like This Flawless Base Foundation

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

Light To Medium Neutral · Moisturizing Foundation Stick

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

Ecru · Flawless Fusion Ultra-Longwear Foundation

Likely close Swatch reads about the same · listed cool
Guerlain

04N · L'Essentiel Natural Longwear Foundation SPF 20

Likely close Swatch reads about the same · listed neutral
Hourglass

Honey · Illusion Hyaluronic Skin Tint

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

Beige · Skin Foundation Stick

Likely close Swatch reads about the same · listed neutral

Closest shade in the other 64 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 Your Skin But Better Foundation + Skincare

23 Light Warm (lighter)
31 Medium Neutral (deeper)

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