If you’re looking for a new love affair with a makeup brand, you need to know about 3INA. Already taking on the world, cult makeup brand 3INA (pronounced MINA) is about to open up in Melbourne.
Opening in two separate Melbourne locations this June, cosmetics brand 3INA is set to get makeup junkies giddy with excitement.
The brand launched in February this year to rave reviews in London’s Coventry Garden. Following on for this success, 3INA has launched in Athens and Milan. Now it’s Australia’s turn with a store opening in Melbourne Central in early June, followed by one in Southland later in the month.
If you haven’t heard of the brand yet, you will soon. The brainchild of retail gurus and entrepreneurs Pablo Rivera and Mark Eve, this new makeup brand is planning a rapid expansion with over 300 stores planned over the next 3 years.
Offering professional grade European-made cosmetics at an accessible price tag, 450 products across six categories, and new products launching every four weeks, this brand is set to be a big contended on the makeup scene. Cruelty free, densely pigmented and offering a huge range of choice when it comes to formulations, this makeup player seems poised to go after the likes of Sephora and H&M Beauty (set to launch in Australia this year).
Enlisting the MarioTestino+ agency as creative consultants and Helen McGee (ex-Net-a-Porter) as Head of Marketing, this brand isn’t mucking about when it comes to innovative cosmetic products, which have been created to the highest professional standards by leaders in the business (dubbed by the brand as “3INAMAKERS”)
“Our Product Development team has ruthlessly examined and challenged every standard of the industry to deliver a fantastic trend-forward product with an exceptions experience to match, says Helen McGee Head of Marketing. “Our amazing 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.”
Want to get in on this scene early? Head to Level One Melbourne Central this June. We’re told this store is going to open with a bang.