Wet n Wild

Soft Ivory in other brands

PhotoFocus Liquid Foundation · Liquid and cream

Depth

Lighter than 73% of the shades in our data

Undertone

Not listed

Swatch

Reads in between warm and cool #e5b792

Data

Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Fenty Beauty 220 in Pro Filt'r Hydrating Longwear Foundation (likely close). In all, 255 ranges have a likely-close shade and 103 brands have one worth trying.

Closest shade in each brand

The 40 closest of 103 brands. The other 63 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. Fenty Beauty

   220 · Pro Filt'r Hydrating Longwear Foundation

   Likely close Swatch reads about the same · listed warm

2. bareMinerals

   15.5 Butterscotch · BAREPRO Longwear Powder Foundation

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

3. ZOEVA

   160N Faith · Authentik Skin Natural Luminous Foundation

   Likely close Swatch reads about the same · listed neutral

4. Shiseido

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

   Likely close Swatch reads about the same · listed warm

5. NARS

   M1.2 Patagonia · Natural Radiant Longwear Foundation

   Likely close Swatch reads about the same · listed neutral

6. jane iredale

   Honey Bronze · PurePressed Base Mineral Foundation Refill

   Likely close Swatch reads about the same · listed cool

7. Lancôme

   260 Bisque N · Teint Idole Ultra Longwear Foundation Stick SPF 21

   Likely close Swatch reads about the same

8. surratt beauty

   4 Surreal Skin · Surreal Skin Foundation Wand

   Likely close Swatch reads about the same · listed warm

9. It Cosmetics

   Light Medium · Bye Bye Foundation Oil-Free Matte Full Coverage Moisturizer with SPF 50+

   Likely close Swatch reads about the same

10. Ulta Beauty

    Light Cool · Youthful Glow Foundation Serum Drops

    Likely close Swatch reads about the same · listed cool

11. Estée Lauder

    1N0 Porcelain · Double Wear Stay-in-Place Makeup

    Likely close Swatch reads about the same · listed neutral

12. Flower Beauty

    M1 Natural Beige · Light Illusion Liquid Foundation

    Likely close Swatch reads about the same

13. L'Oréal

    440 - Natural Rose · Infallible 32 Hour Lightweight Fresh Wear Longwear Foundation

    Likely close Swatch reads about the same

14. Clinique

    CN 18 Cream Whip · Even Better Clinical Serum Foundation Broad Spectrum SPF 25

    Likely close Swatch reads about the same

15. Morphe

    F1.110 Cool · Fluidity Full-Coverage Foundation

    Likely close Swatch reads about the same · listed cool

16. Makeup Revolution

    F3.5 · Conceal & Define Full Coverage Foundation

    Likely close Swatch reads about the same · listed neutral

17. Almay

    200 Buff · Clear Complexion Make Myself Clear Makeup

    Likely close Swatch reads about the same

18. Bobbi Brown

    Beige · Skin Foundation Stick

    Likely close Swatch reads about the same · listed neutral

19. Cover FX

    G40 · Natural Finish Foundation

    Likely close Swatch reads about the same · listed warm

20. Armani Beauty

    5.2 · Luminous Silk Perfect Glow Flawless Oil-Free Foundation

    Likely close Swatch reads about the same · listed warm

21. UOMA Beauty

    T2W Fair Lady · Say What?! Foundation

    Likely close Swatch reads about the same · listed warm

22. Milk Makeup

    Light Sand · Flex Foundation Stick

    Likely close Swatch reads about the same · listed warm

23. Huda Beauty

    405N · #FauxFilter Skin Finish Buildable Coverage Foundation Stick

    Likely close Swatch reads about the same · listed neutral

24. Natasha Denona

    55Wr · Foundation X+

    Likely close Swatch reads about the same · listed neutral

25. Sephora Collection

    15.5 N · Best Skin Ever Liquid Foundation

    Likely close Swatch reads about the same · listed neutral

26. MAC

    C4.5 · Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Control

    Likely close Swatch reads about the same · listed warm

27. Dior

    4 Warm · BACKSTAGE Face & Body Foundation

    Likely close Swatch reads about the same · listed warm

28. CoverGirl

    570 Medium/Tan · Clean Fresh Skin Milk Foundation

    Likely close Swatch reads about the same

29. Tarte

    34S Medium Sand · Babassu Foundcealer Skincare Foundation Broad Spectrum SPF 20

    Likely close Swatch reads about the same · listed warm

30. Urban Decay

    50NN · Stay Naked The Fix Powder Foundation

    Likely close Swatch reads about the same · listed neutral

31. Dermablend

    30W Bisque · Smooth Liquid Camo Foundation

    Likely close Swatch reads about the same · listed warm

32. Exa

    450 Emily · High Fidelity Foundation

    Likely close Swatch reads about the same · listed olive

33. Revlon

    310 Warm Golden · ColorStay Full Cover Foundation

    Likely close Swatch reads about the same · listed warm

34. Rare Beauty

    180W · Liquid Touch Weightless Foundation

    Likely close Swatch reads about the same · listed warm

35. Kevyn Aucoin

    5.5 Medium EF · Foundation Balm

    Likely close Swatch reads about the same

36. Givenchy

    Y205 · Teint Couture Everwear 24H Foundation SPF 20

    Likely close Swatch reads about the same · listed warm

37. VDL

    V04.5 Cool Undertone · Perfect Lasting Foundation

    Likely close Swatch reads about the same · listed cool

38. Milani

    Nude Beige · Screen Queen Foundation

    Likely close Swatch reads about the same

39. Juice Beauty

    17 Medium Tan · PHYTO-PIGMENTS Flawless Serum Foundation

    Likely close Swatch reads about the same · listed neutral

40. Beauty Bakerie

    341 Warm Neutral · InstaBake Aqua Glass Foundation

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

Closest shade in the other 63 brands

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

• Amorepacific 104 Light/Medium Pink
• Anastasia Beverly Hills 240N
• Antonym Beige Light
• Au Naturale Lucerne
• beautyblender 2.50 Neutral
• Becca Cosmetics 1N3 Cashmere
• Benefit Cosmetics Shade 4
• Bite Beauty M70
• boscia Manhattan Beach
• Burt's Bees Buff
• Catrice 002 Neutral Ivory
• Charlotte Tilbury 5 COOL
• ColourPop 80W Medium
• COOLA Golden
• Dose Of Colors 114 Light
• Dr. Dennis Gross Skincare Medium/Deep
• Dr. Jart+ Light
• e.l.f. Cosmetics 0 Fair Neutral Warm
• Elcie Cosmetics Cameo
• Essence 10 Cool Porcelain
• florence by mills F020
• Gucci 160N
• Guerlain 04C
• Haus Labs 120 Light
• Hourglass Honey
• Hynt Beauty Sand
• Il Makiage 212-66050 50
• ILIA Catalina
• J.Cat Beauty Natural
• Josie Maran RG30 Mystical
• Jouer Cosmetics Golden Sand
• Juvia's Place 610 Cebu
• Koh Gen Do 143
• Kosas Light Neutral 140
• KVD Vegan Beauty 015 Light
• L.A. Girl Bisque
• La Mer 330 Tan
• Laura Mercier Bisque
• Lawless Arizona
• lilah b. b natural
• Lorac 02
• Make Up For Ever Y375Golden
• Maybelline Sun Beige
• Nudestix 4 Nude
• NYX Professional Makeup Vanilla
• Ofra Cosmetics 4.25
• Origins 220
• Pacifica 32WL Warm Light
• Pat McGrath Labs 14 Light Medium
• Perricone MD Ivory
• Physicians Formula Fair to Light
• PÜR Golden Medium
• rms beauty 11.5
• Smashbox 0.2
• Smith & Cult 190 Warm
• The Ordinary 2.1 Y
• Tom Ford 2.7 Vellum
• Too Faced Almond
• W3LL People Fair Golden
• Wander Beauty Fair Light
• Wet n Wild Soft Beige
• Winky Lux Medium
• Yves Saint Laurent BD30

Filter every range in the shade finder

Next to it in PhotoFocus Liquid Foundation

• Shell Ivory (lighter)
• Soft Beige (deeper)

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