Bold and brave beauty

July 12, 2016


3INA (pronounced Mina) is a fresh beauty brand, the brainchild of retail entrepreneurs Pablo Rivera and Mark Eve.

Founded from a genuine passion to create real, accessible beauty, Pablo and Mark have been working for two years to produce a truly innovative experience in the world of cosmetics. As part of the brand’s aggressive expansion plans over three years, 300 3INA stores will be launched worldwide.

Distinguished by luxurious, richly pigmented formulas in a huge array of formulations, on-trend colours and textures, the 3INA collection offers 450 products across six categories: eyes, lips, face, skincare, nails and tools. Accessible RRP price points on lipsticks start from $9.95, nail polish from $9.50, eye shadow from $10.95 mascara from $13.95 and foundation from $22.95.

Mark explains how 3INA was born: “Pablo and I saw an opportunity in the market for the younger demographic who want vibrant products of the moment to express their individuality. With the rise of social it is easier than ever before for people to hone their own identity. People want a ‘real’ experience, with products which are both luxury in feel, but also honest.”

With their customer in mind, they worked with New Look Founder and 3INA Investor Tom Singh to disrupt in the industry. For example, speedy-to-market: 3INA’s business model means they can bring new product out in four months. “Having such a quick turnaround allows us to pick up on trends at their peak and create products that we know will be loved by our customers,” explains Mark.

3INA’s launch campaign in Australia is titled #SQUADGOALS - reflecting the popular social hashtag which dominates social media platforms, as part of a new youth vernacular. The underlying message is beauty in diversity, which is celebrated by an ultimate 3INA party - and everyone is invited.

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