3ina Is The New Affordable Makeup Brand Beauty Junkies Are Sure To Love
Hot off the launch of Rihanna's game-changing, 40-shade-stong Fenty Beauty comes the local debut of the year-old, London-based 3Ina (say "mee-nah") with makeup for every skin tone, style and budget.
By KAREN TEE ,
It celebrates individuality...
“There’s no such thing as a beauty mistake with us,” says the brand’s Mario Testino-trained creative director Natalie Hasseck, who’s also behind 3Ina’s ad campaigns. Citing street culture as a major influence, she says: “I love beauty, but I’m more interested in people and how they choose to express themselves. I think, ‘Okay, what kind of beauty product would get this person excited?’” And to prove her point, the models she uses aren’t pros, but chosen because of their personality and “similar values”. There’s also the Instagram hashtag #3inamakers that anyone can use to share their creative take on makeup.
...Which translates to a colour range Rihanna would approve of
Its boutique (#B2-67 Ion Orchard) is like the beauty equivalent of an art supplies store. On its shelves: everything from intensely pigmented kajal eye crayons ($19 each) to over 100 shades of nail lacquer ($13 each) to 50 hues of eyeshadows ($16 each, 10 of which are high-shine metallics). “We believe in expressing the uniqueness of who you are, and doing it in a fun and original way,” says 3Ina co-founder Pablo Rivera. In the coming months, expect the likes of a glow-in-the-dark range, and ultra pigmented Shadow Paint (it’s eyeshadow), packaged – incidentally – in classic paint tubes.
It covers every skin tone
“We develop our products with global diversity in mind, so everyone can wear them confidently and be proud of their choice,” says Rivera. Besides its wildly experimental colours, the brand has gained a following for its considerably extensive range of three-in-one liquid foundation (24 shades, $33 each) and liquid concealer (six shades, $16 each). Every product is ethically produced in the EU and – according to Rivera – easy to apply and designed to last.
It’s meant to be accessible cost-wise too
The brand’s impressive presence – over 25 stores in nine markets, from Melbourne to Milan, in less than two years – isn’t the only way that it’s “fast fashion”. Positioning itself as “masstige” according to WWD, it also prides itself on having new products monthly and seasonally (quick by industry standards), with prices that range from $6 for an eye pencil to $39 for its liquid Nude Foundation (in 10 shades).
This story first appeared in Female's December 2017 issue.
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