Exclusive: This New Beauty Brand Is Taking Over the World
Fresh beauty brand 3INA, pronounced Mina, is launching their first Australian store in Melbourne this June. What sets this collection apart from the rest? It only takes four months from conception for a product to be on shelf — instead of the usual three years! This means they can be first to mirror makeup and skincare trends that are being driven by social media and consumer demand.
Headed up by a team of industry heavyweights, the brand is the brainchild of retail gurus Pablo Rivera and Mark Eve. Ex Net-a-Porter staffer Helen McGee is heading up their marketing, and MarioTestino+ agency is in charge of their creative, identity, trends and vision. So we know it's something to get excited about.
The Australian introduction follows an aggressive global launch plan that saw their very first store open in Covent Garden, London only in February 2016, with openings in Athens and Milan shortly afterwards, and an aim to open 300 stores worldwide in just three years. A brand that wants to bring great pigments and quality products to the masses, Helen McGee says, "Our product development team has ruthlessly examined and challenged every standard of the industry to deliver a fantastic trend-forward product with an exceptional experience to match. Our amazingly creative #3INAMAKERS are at the core of the brand — their identity and stories are what truly sets us apart; 3INA a club that everyone is welcome in."
Launching their first bricks and mortar store in Melbourne, with a second soon to follow, the 3INA collection contains a whopping 450 products across six categories — eyes, lips, face, skincare, nails and tools — and considers itself masstige (sitting between mass and prestige) with prices from $9.50 for a nail polish, to $21.95 for a primer.
Read on to see some of the brand's cool imagery and check back as we update on the Melbourne Central launch date.