Urban Decay

70CB in other brands

Stay Naked Weightless Liquid Foundation · Liquid and cream

Depth

Lighter than 11% of the shades in our data

Undertone

Listed as cool from its retail listing

Swatch

Reads warmer than most shades this deep #815f40

Data

Retailer swatch, January 2021 (how we collect it)

Listed as cool, but its swatch reads warmer than most shades this deep. Retailer swatches don't always show undertone well, so give the listed undertone more weight.

The closest shade in another brand is NYX Professional Makeup Sienna in Can't Stop Won't Stop Foundation (likely close). In all, 45 ranges have a likely-close shade and 91 brands have one worth trying.

Closest shade in each brand

The 40 closest of 91 brands. The other 51 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.

1. NYX Professional Makeup

   Sienna · Can't Stop Won't Stop Foundation

   Likely close Swatch reads about the same · listed neutral

2. Sephora Collection

   65 N · Best Skin Ever Liquid Foundation

   Likely close Swatch reads about the same · listed neutral

3. L.A. Girl

   Creamy Cocoa · Pro.Matte Foundation

   Likely close Swatch reads about the same

4. Lancôme

   495 Suede · Teint Idole Ultra Wear 24H Long Wear Foundation

   Likely close Swatch reads about the same · listed warm

5. Make Up For Ever

   R540 · Matte Velvet Skin Full Coverage Foundation

   Likely close Swatch reads about the same · listed warm

6. Lorac

   23 · PRO Soft Focus Longwear Foundation

   Likely close Swatch reads cooler · listed neutral

7. Burt's Bees

   Rich Brown · Goodness Glows Liquid Foundation

   Likely close Swatch reads about the same · listed warm

8. Ofra Cosmetics

   8.5 · Absolute Cover Foundation

   Likely close Swatch reads about the same · listed neutral

9. Maybelline

   Truffle · Dream Urban Cover Flawless Coverage Foundation SPF 50

   Likely close Swatch reads warmer

10. KVD Vegan Beauty

    074 Tan · True Portrait Medium Coverage Shake Foundation

    Likely close Swatch reads about the same · listed warm

11. Smashbox

    4.3 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

    Likely close Swatch reads about the same · listed neutral

12. BLK/OPL

    Au Chocolat · Pore Perfecting Liquid Foundation

    Likely close Swatch reads cooler · listed neutral

13. Il Makiage

    212-66195 195 · Woke Up Like This Flawless Base Foundation

    Likely close Swatch reads cooler · listed warm

14. Benefit Cosmetics

    Shade 12 Dark Warm · Hello Happy Velvet Powder Foundation

    Likely close Swatch reads cooler · listed warm

15. CoverGirl

    D50 Deep Golden · TruBlend Matte Made Liquid Foundation

    Likely close Swatch reads cooler · listed warm

16. Cover FX

    4 N Deep · Custom Cover Drops

    Likely close Swatch reads cooler · listed neutral

17. Hourglass

    Golden Almond · Vanish Seamless Finish Foundation Stick

    Likely close Swatch reads about the same · listed warm

18. MAC

    NC60 · Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Control

    Likely close Swatch reads deeper and cooler · listed neutral

19. Tom Ford

    9.7 Cool Dusk · Traceless Foundation Stick

    Likely close Swatch reads about the same · listed cool

20. NARS

    D1 Manaus · Light Reflecting Advanced Skincare Foundation

    Likely close Swatch reads cooler · listed cool

21. Estée Lauder

    7W1 Deep Spice · Double Wear Stay-in-Place Makeup

    Likely close Swatch reads deeper · listed warm

22. Laura Mercier

    Ganache · Flawless Fusion Ultra-Longwear Foundation

    Likely close Swatch reads about the same · listed warm

23. Morphe

    F4.80 Neutral · Fluidity Full-Coverage Foundation

    Likely close Swatch reads cooler · listed neutral

24. PÜR

    DG7 Cocoa · 4-in-1 Pressed Mineral Powder Foundation SPF 15

    Likely close Swatch reads cooler · listed warm

25. Elcie Cosmetics

    Warm Beige · Micro Silque Foundation

    Likely close Swatch reads cooler · listed warm

26. Tarte

    57G rich golden · face tape foundation

    Likely close Swatch reads cooler · listed olive

27. Lawless

    Earth · Woke Up Like This Flawless Finish Foundation

    Likely close Swatch reads warmer · listed cool

28. Anastasia Beverly Hills

    420C · Luminous Foundation

    Likely close Swatch reads deeper · listed cool

29. bareMinerals

    29 Neutral Deep · Matte Foundation Broad Spectrum SPF 15

    Likely close Swatch reads cooler · listed neutral

30. Bobbi Brown

    Neutral Golden · Skin Foundation Stick

    Worth sampling Swatch reads lighter · listed neutral-warm

31. Too Faced

    Cocoa · Born This Way Undetectable Medium-to-Full Coverage Powder Foundation

    Worth sampling Swatch reads cooler · listed neutral

32. Huda Beauty

    510R Cocoa · #FauxFilter Full Coverage Matte Foundation

    Worth sampling Swatch reads lighter · listed cool

33. UOMA Beauty

    T2C Black Pearl · Say What?! Foundation

    Worth sampling Swatch reads cooler · listed cool

34. boscia

    La Jolla · Skin Perfecting BB Cream Broad Spectrum SPF 30

    Worth sampling Swatch reads much cooler · listed cool

35. Fenty Beauty

    490 · Pro Filt'r Hydrating Longwear Foundation

    Worth sampling Swatch reads deeper and cooler · listed neutral

36. Natasha Denona

    65 MD · Face Glow Foundation

    Worth sampling Swatch reads deeper and cooler · listed cool

37. Makeup Revolution

    F12.7 · Conceal & Define Full Coverage Foundation

    Worth sampling Swatch reads lighter and cooler

38. Beauty Bakerie

    311 Warm · InstaBake Aqua Glass Foundation

    Worth sampling Swatch reads cooler · listed warm

39. Exa

    160 Elliot · High Fidelity Foundation

    Worth sampling Swatch reads much cooler · listed neutral-cool

40. e.l.f. Cosmetics

    55 Deep Warm · Soft Glam Satin Foundation

    Worth sampling Swatch reads deeper and cooler · listed warm

Closest shade in the other 51 brands

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

• Almay 900 Cappuccino
• Armani Beauty 14
• Au Naturale Mumbai
• beautyblender 4.20 Warm
• Becca Cosmetics Mahogany
• Catrice 080 Caramel Beige
• Charlotte Tilbury 13 NEUTRAL
• Clinique Silk Coccoa
• ColourPop 213C Deep Dark
• Dermablend 72N
• Dior 6 Neutral
• Dose Of Colors 129 Dark
• Essence 230 Cool Chestnut
• florence by mills D170
• Flower Beauty D3 Mocha
• Givenchy N470
• Gucci 470O
• Haus Labs 480 Medium Deep
• ILIA 18 Roque
• It Cosmetics 53 Rich Neutral
• J.Cat Beauty Espresso
• jane iredale M14
• Juice Beauty 29 Deep
• Juvia's Place 240 Lagos
• Kevyn Aucoin 16 Deep EF
• KIKO Milano Cocoa
• Kosas Medium Deep Neutral Olive 360
• L'Oréal 113 Brown Suede
• La Mer 420 Terra
• Marc Jacobs Beauty 84 Cocoa Medium
• Milani Natural Toffee
• Milk Makeup Deep
• Nudestix 8 Nude
• Origins 710
• Pacifica 06WD Warm Deep
• Pat McGrath Labs 27 Medium Deep
• Perricone MD Rich
• Physicians Formula DpC1
• Pretty Vulgar Darling At Dusk
• Rare Beauty 480W
• Revlon 420 Mahogany
• rms beauty 122
• Shiseido 560
• surratt beauty 15 Surreal Skin
• The Ordinary 3.2 R
• Ulta Beauty Dark Cool
• Urban Decay 80
• VDL A07 Cool Rich Brown
• Wander Beauty Rich Deep
• Wet n Wild Almond
• Yves Saint Laurent B90

Filter every range in the shade finder

Next to it in Stay Naked Weightless Liquid Foundation

• 70NN (lighter)
• 70WY (deeper)

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