It Cosmetics

Light Medium in other brands

Depth: Lighter than 74% of the shades in our data
Undertone: Listed as warm from its retail listing
Swatch: Reads in between warm and cool #ecb88d
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Milani Warm Beige in Conceal + Perfect 2-in-1 Foundation + Concealer (likely close). In all, 227 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.

Milani

Warm Beige · Conceal + Perfect 2-in-1 Foundation + Concealer

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

212-66050 50 · Woke Up Like This Flawless Base Foundation

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

120 Light · Triclone Skin Tech Medium Coverage Foundation

Likely close Swatch reads about the same · listed warm
NARS

M2.5 Sahel · Natural Radiant Longwear Foundation

Likely close Swatch reads about the same · listed warm
Revlon

310 Warm Golden · ColorStay Full Cover Foundation

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

Medium Tan · Celebration Foundation Illumination

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

F5.5 · Conceal & Define Full Coverage Foundation

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

6 COOL · Airbrush Flawless Foundation

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

Light Sand · Flex Foundation Stick

Likely close Swatch reads about the same · listed warm
jane iredale

Caramel · Liquid Minerals A Foundation

Likely close Swatch reads about the same · listed warm
Pacifica

27WM Warm Medium · Alight Clean Foundation

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

Shade 4 · Hello Happy Air Stick Foundation SPF 20

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

5.5 Medium EF · Foundation Balm

Likely close Swatch reads about the same
Ulta Beauty

Tan Warm · Adjustable Coverage Foundation

Likely close Swatch reads about the same · listed warm
ZOEVA

150C Fabulous · Authentik Skin Natural Luminous Foundation

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

210 · Pro Filt'r Soft Matte Longwear Foundation

Likely close Swatch reads about the same
UOMA Beauty

T3W Fair Lady · Say What?! Foundation

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

50CP · Stay Naked The Fix Powder Foundation

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

Bisque · Flawless Fusion Ultra-Longwear Foundation

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

Neutral Golden · Skin Long-Wear Fluid Powder Foundation SPF 20

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

F1.120 Neutral · Fluidity Full-Coverage Foundation

Likely close Swatch reads about the same · listed neutral
MAC

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

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

200C · Liquid Touch Weightless Foundation

Likely close Swatch reads about the same · listed cool
Dermablend

30W Bisque · Smooth Liquid Camo Foundation

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

114 Light · Meet Your Hue Foundation

Likely close Swatch reads about the same · listed warm
Smashbox

0.2 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

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

Almond · Born This Way Matte 24 Hour Foundation

Likely close Swatch reads about the same · listed warm
Tarte

42S · SEA Water Foundation Broad Spectrum SPF 15

Likely close Swatch reads about the same · listed warm
PÜR

Golden Medium · 4-In-1 Foundation Stick

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

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

Likely close Swatch reads about the same
Cover FX

G40 · Natural Finish Foundation

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

45 Light W · Lock-It Foundation

Likely close Swatch reads about the same · listed warm
bareMinerals

5.5 Bamboo · Complexion Rescue Hydrating Foundation Stick Broad Spectrum SPF 25

Likely close Swatch reads about the same · listed warm
J.Cat Beauty

Buff · Aquasurance Compact Foundation

Likely close Swatch reads about the same
Lancôme

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

Likely close Swatch reads about the same
surratt beauty

4 Surreal Skin · Surreal Skin Foundation Wand

Likely close Swatch reads about the same · listed warm
Clinique

WN 56 Cashew · Even Better Clinical Serum Foundation Broad Spectrum SPF 25

Likely close Swatch reads about the same
beautyblender

3.25 Neutral · Bounce Liquid Whip Long Wear Foundation

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

24 N · Best Skin Ever Liquid Foundation

Likely close Swatch reads about the same · listed neutral
Gucci

230W · Fluide De Beauté Fini Naturel - Natural Finish Fluid Foundation

Likely close Swatch reads about the same · listed 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.

Filter every range in the shade finder

Next to it in Bye Bye Foundation Powder

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