Wet n Wild

Soft Ivory in other brands

Depth: Lighter than 81% of the shades in our data
Undertone: Not listed
Swatch: Reads in between warm and cool #f1c296
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Tom Ford 5.7 Dune in Traceless Foundation Stick (likely close). In all, 207 ranges have a likely-close shade and 101 brands have one worth trying.

Closest shade in each brand

The 40 closest of 101 brands. The other 61 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.

Tom Ford

5.7 Dune · Traceless Foundation Stick

Likely close Swatch reads about the same
Lorac

06 · PRO Soft Focus Longwear Foundation

Likely close Swatch reads about the same · listed warm
NARS

M1 Punjab · Sheer Glow Foundation

Likely close Swatch reads about the same · listed warm
Maybelline

Sand Beige · Super Stay Longwear Liquid Foundation 30Hr Wear

Likely close Swatch reads about the same
L.A. Girl

Bisque · Pro.Matte Foundation

Likely close Swatch reads about the same
bareMinerals

08 Golden Ivory · BAREPRO Performance Wear Liquid Foundation Broad Spectrum SPF 20

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

P9.5 · Conceal & Define Satte Matte Powder Foundation

Likely close Swatch reads about the same · listed olive
Lancôme

315 Versatile Wheat II · Dual Finish Multi-Tasking Lightweight Pressed Powder Foundation

Likely close Swatch reads about the same
jane iredale

M6 · Beyond Matte Liquid Foundation

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

45 Light N · Lock-It Foundation

Likely close Swatch reads about the same · listed neutral
Exa

420 Annica · High Fidelity Foundation

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

5 · Smooth Finish Foundation Powder

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

Sand · Encore Pressed Powder Foundation

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

23 Light Warm · Your Skin But Better Foundation + Skincare

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

Soft Beige · Photo Focus Dewy Foundation

Likely close Swatch reads about the same
Smashbox

0.3 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

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

3 Beige · Skin Weightless Powder Foundation

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

4 WARM · Airbrush Flawless Foundation

Likely close Swatch reads about the same · listed warm
MAC

NW13 · Studio Fix Soft Matte Foundation Stick

Likely close Swatch reads about the same · listed neutral
Pacifica

33NL Neutral Light · Alight Clean Foundation

Likely close Swatch reads about the same · listed neutral
Shiseido

220 Linen · Synchro Skin Self-Refreshing Custom Finish Powder Foundation

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

G30 · Natural Finish Foundation

Likely close Swatch reads about the same · listed warm
Milani

Warm Vanilla · Screen Queen Foundation

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

4.5 Light EF · Foundation Balm

Likely close Swatch reads about the same
Hourglass

Buff · Immaculate Liquid Powder Foundation

Likely close Swatch reads about the same · listed warm
Catrice

002 Neutral Ivory · True Skin Hydrating Foundation

Likely close Swatch reads about the same · listed neutral
Dose Of Colors

114 Light · Meet Your Hue Foundation

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

1W2 Sand · Ultimate Coverage 24 Hour Foundation

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

2W1 Dawn · Futurist Hydra Rescue Moisturizing Makeup SPF 45

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

L4 Warm Beige · Light Illusion Liquid Foundation

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

Ivory Beige · Age Perfect Radiant Serum Foundation

Likely close Swatch reads about the same
Milk Makeup

Medium Light · Blur Liquid Matte Foundation

Likely close Swatch reads about the same · listed warm
Morphe

Hint of Almond · Morphe 2 Hint Hint Skin Tint

Likely close Swatch reads about the same · listed neutral
ZOEVA

140N Energetic · Authentik Skin Natural Luminous Foundation

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

200C · Liquid Touch Weightless Foundation

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

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

Likely close Swatch reads about the same · listed neutral
Juvia's Place

600 Cairo · I Am Magic Foundation

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

10 N · Best Skin Ever Liquid Foundation

Likely close Swatch reads about the same · listed neutral
beautyblender

2.30 Warm · Bounce Liquid Whip Long Wear Foundation

Likely close Swatch reads about the same · listed warm
CoverGirl

L10 Fair Porcelain · TruBlend Matte Made Liquid Foundation

Likely close Swatch reads about the same

Closest shade in the other 61 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 PhotoFocus Stick Foundation

Shell Ivory (lighter)
Classic Ivory (deeper)

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