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Color matching uses CIEDE2000 perceptual algorithms. Results may vary based on lighting and camera quality.

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It Cosmetics

#B9710E

It Cosmetics

Natural

IT Cosmetics Tinted Moisturizer

satinmid-rangeCoral

$38.68

Shop This Shade

Similar Shades

Closest matches by CIEDE2000 color distance.

Charlotte Tilbury

Shell HD

95%

$48.90

Kosas

Light Beige 48

95%

$40.19

Charlotte Tilbury

Light Light Sand

93%

$47.97

Bobbi Brown

Classic Tan

93%

$44.22

Natasha Denona

Noir Plus

92%

$36.81

Cheaper Alternatives

Closest drugstore matches — same color, smaller price tag.

Maybelline

Soft Warm Beige

89%

$11.01

Milani

Deep Warm Ivory

89%

$10.88

CoverGirl

Alabaster

84%

$8.95

CoverGirl

Rich Tan

82%

$9.35

NYX Professional Makeup

Half Baked

81%

$9.87

Luxury Upgrades

Closest luxury matches for a premium experience.

Charlotte Tilbury

Shell HD

95%

$48.90

Charlotte Tilbury

Light Light Sand

93%

$47.97

Natasha Denona

Noir Plus

92%

$36.81

Chanel

Rose Beige

90%

$68.05

Lancôme

Latte 19

89%

$51.18

Community Swatches

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Frequently Asked Questions

Where can I buy It Cosmetics Natural?
You can shop It Cosmetics Natural from the IT Cosmetics Tinted Moisturizer line through our affiliate link on POUT. It retails for $38.68.
What are dupes for It Cosmetics Natural?
POUT uses CIEDE2000 color science to find the closest matches. Check the "Similar Shades" section above for the top 5 closest matches to Natural.
Is It Cosmetics Natural matte or glossy?
It Cosmetics Natural has a satin finish.