It Cosmetics

40 Tan Cool in other brands

Your Skin But Better Foundation + Skincare · Liquid and cream

Depth: Lighter than 42% of the shades in our data
Undertone: Listed as cool from its name
Swatch: Reads in between warm and cool #cd996c
Data: Retailer swatch, January 2021 (how we collect it)

The closest shade in another brand is Smashbox 3.15 in Studio Skin 24 Hour Full Coverage Waterproof Foundation (likely close). In all, 223 ranges have a likely-close shade and 106 brands have one worth trying.

Closest shade in each brand

The 40 closest of 106 brands. The other 66 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.

Smashbox

3.15 · Studio Skin 24 Hour Full Coverage Waterproof Foundation

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

Medium Tan · Blur Liquid Matte Foundation

Likely close Swatch reads about the same · listed olive
bareMinerals

2N Neutral Ivory · Blemish Rescue Salicylic Acid Loose Powder Foundation

Likely close Swatch reads about the same · listed neutral
Essence

70 Warm Cashew · Pretty Natural Hydrating Foundation

Likely close Swatch reads about the same · listed warm
Guerlain

05W · L'Essentiel Natural Longwear Foundation SPF 20

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

Shade 8 · Hello Happy Air Stick Foundation SPF 20

Likely close Swatch reads about the same · listed warm
Tarte

37G medium-tan golden · face tape foundation

Likely close Swatch reads about the same · listed olive
Lancôme

230 Buff W · Teint Idole Ultra Longwear Foundation Stick SPF 21

Likely close Swatch reads about the same
Clinique

CN 90 Sand · Even Better Glow Light Reflecting Makeup Broad Spectrum SPF 15

Likely close Swatch reads about the same · listed neutral-cool
KVD Vegan Beauty

042 Medium · True Portrait Medium Coverage Shake Foundation

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

3W3 Olive · Ultimate Coverage 24 Hour Foundation

Likely close Swatch reads about the same · listed olive
MAC

NC35 · Studio Fix Fluid SPF 15 24HR Matte Foundation + Oil Control

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

Golden Honey · Skin Long-Wear Weightless Foundation SPF 15

Likely close Swatch reads about the same · listed warm
Natasha Denona

89WY · Transformatte Pore Vanishing Matte Foundation

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

8.75 · Neo Nude Foundation

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

329 Warm Neutral · InstaBake Aqua Glass Foundation

Likely close Swatch reads about the same · listed neutral-warm
Make Up For Ever

Y405 · Reboot Active Care Revitalizing Foundation

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

60NN · Stay Naked The Fix Powder Foundation

Likely close Swatch reads about the same · listed neutral
Givenchy

P350 · Teint Couture Everwear 24H Foundation SPF 20

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

Desert Beige · PhotoFocus Liquid Foundation

Likely close Swatch reads about the same
PÜR

DG1 Nutmeg · 4-In-1 Love Your Selfie Longwear Foundation & Concealer

Likely close Swatch reads about the same · listed warm
Kosas

Medium Neutral 220 · Revealer Skin-Improving Foundation SPF 25

Likely close Swatch reads about the same · listed neutral-cool
UOMA Beauty

T3N Honey Honey · Say What?! Foundation

Likely close Swatch reads about the same · listed olive
VDL

A05.5 Warm Undertone · Perfect Lasting Foundation

Likely close Swatch reads about the same · listed warm
Exa

370 Dawn · High Fidelity Foundation

Likely close Swatch reads about the same · listed warm
CoverGirl

M10 Golden Natural · TruBlend Matte Made Liquid Foundation

Likely close Swatch reads about the same · listed warm
Yves Saint Laurent

BD60 · All Hours Longwear Natural Matte Foundation

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

310W · Liquid Touch Weightless Foundation

Likely close Swatch reads about the same · listed warm
Maybelline

Golden Caramel · Super Stay Longwear Liquid Foundation 30Hr Wear

Likely close Swatch reads about the same · listed warm
Catrice

038 Honey Beige · HD Liquid Coverage Foundation

Likely close Swatch reads about the same
Origins

530 · Pretty in Bloom SPF 20 Flower-Infused Long-Wear Foundation

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

24 Light Warm · Soft Glam Satin Foundation

Likely close Swatch reads about the same · listed warm
NARS

MD2.6 Huahine · Sheer Glow Foundation

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

35 N · Best Skin Ever Liquid Foundation

Likely close Swatch reads about the same · listed neutral
Ulta Beauty

Medium Cool · Youthful Glow Foundation Serum Drops

Likely close Swatch reads about the same · listed cool
Morphe

F2.100 Warm · Fluidity Full-Coverage Foundation

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

10.5 Medium EF · Foundation Balm

Likely close Swatch reads about the same
Estée Lauder

3W1 Tawny · Double Wear Light Soft Matte Hydra Makeup

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

Radiant Honey · Infallible 24HR Fresh Wear Foundation In A Powder

Likely close Swatch reads about the same
Laura Mercier

11 · Smooth Finish Foundation Powder

Likely close Swatch reads about the same · listed neutral

Closest shade in the other 66 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

39 Tan Neutral (lighter)
41 Tan Warm (deeper)

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