It Cosmetics

50 Rich Cool in other brands

Your Skin But Better Foundation + Skincare · Liquid and cream

Depth: Lighter than 23% of the shades in our data
Undertone: Listed as cool from its name
Swatch: Reads in between warm and cool #aa7451
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Tarte 48H in Maracuja Hydrating Tinted Moisturizer (likely close). In all, 154 ranges have a likely-close shade and 100 brands have one worth trying.

Closest shade in each brand

The 40 closest of 100 brands. The other 60 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.

Tarte

48H · Maracuja Hydrating Tinted Moisturizer

Likely close Swatch reads about the same · listed warm
Guerlain

06W · L'Essentiel Natural Longwear Foundation SPF 20

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

7 Surreal Skin · Surreal Skin Foundation Wand

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

4N1 Tan · Ultimate Coverage 24 Hour Foundation

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

4.15 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

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

13 · Neo Nude Foundation

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

9.0 · All Nighter Liquid Full Coverage Foundation

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

F9.2 · Conceal & Define Full Coverage Foundation

Likely close Swatch reads about the same
PÜR

DN5 Hazelnut · 4-In-1 Love Your Selfie Longwear Foundation & Concealer

Likely close Swatch reads about the same · listed neutral
Givenchy

N430 · Teint Couture Everwear 24H Foundation SPF 20

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

G80 · Natural Finish Foundation

Likely close Swatch reads about the same · listed warm
BLK/OPL

Heavenly Honey · TRUE COLOR Skin Perfecting Stick Foundation SPF 15

Likely close Swatch reads about the same
KVD Vegan Beauty

068 Tan · True Portrait Medium Coverage Shake Foundation

Likely close Swatch reads about the same · listed warm
Tom Ford

9.7 Cool Dusk · Traceless Soft Matte Foundation

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

Mahogany · Born This Way Foundation

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

390 · Pro Filt'r Soft Matte Powder Foundation

Likely close Swatch reads about the same · listed warm
CoverGirl

2 Tan Golden · Full Spectrum Matte Ambition All Day Foundation

Likely close Swatch reads about the same · listed warm
MAC

NW33 · Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Control

Likely close Swatch reads about the same · listed cool
beautyblender

4.00 Neutral/Olive · Bounce Liquid Whip Long Wear Foundation

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

Warm Honey · Born To Glow Naturally Radiant Foundation

Likely close Swatch reads about the same · listed warm
Kevyn Aucoin

15 Deep EF · Foundation Balm

Likely close Swatch reads about the same
Laura Mercier

18 · Smooth Finish Foundation Powder

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

6W1 Sandalwood · Double Wear Light Soft Matte Hydra Makeup

Likely close Swatch reads about the same · listed warm
Kosas

Medium Deep Neutral Cool 310 · Revealer Skin-Improving Foundation SPF 25

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

Classic Tan/Cappuccino · True Match Lumi Healthy Luminous Makeup

Likely close Swatch reads about the same
Natasha Denona

93R · Transformatte Pore Vanishing Matte Foundation

Likely close Swatch reads about the same · listed cool
ColourPop

190W Deep Dark · Pretty Fresh Foundation

Likely close Swatch reads about the same · listed warm
ILIA

15 Porto Covo · Super Serum Skin Tint SPF 40 Foundation

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

Golden Deep · Blur Liquid Matte Foundation

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

510R · #FauxFilter Skin Finish Buildable Coverage Foundation Stick

Likely close Swatch reads about the same · listed cool
bareMinerals

8.5 Terra · Complexion Rescue Hydrating Foundation Stick Broad Spectrum SPF 25

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

Deep · CC+ Cream Oil-Free Matte with SPF 40

Likely close Swatch reads about the same · listed neutral
Exa

230 Mia · High Fidelity Foundation

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

Medium · NF Sheer Line Of Defense Foundation SPF 30

Likely close Swatch reads warmer
NARS

Benares · All Day Luminous Weightless Foundation

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

45 Tan Café Latte · 10 Hour Wear Perfection Foundation

Likely close Swatch reads about the same · listed cool
Milani

Spiced Almond · Conceal + Perfect Smooth Finish Cream-To-Powder Foundation

Likely close Swatch reads about the same
Make Up For Ever

Y505 · Reboot Active Care Revitalizing Foundation

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

42 Tan Neutral · Soft Glam Satin Foundation

Likely close Swatch reads about the same · listed neutral
Haus Labs

350 Medium · Triclone Skin Tech Medium Coverage Foundation

Likely close Swatch reads cooler · listed warm

Closest shade in the other 60 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

44 Tan Warm (lighter)
51 Rich Warm (deeper)

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