Girl-gang beauty

London – 3INA is a new make-up brand with a philosophy of real, accessible beauty.

• Mario Testino+ agency oversaw the development of the brand identity and trends vision
• The brand has already opened its first flagship store in Covent Garden and plans an international roll-out

With a philosophy that ‘attitude is your best asset’, 3INA (pronounced Mina) hopes to inject a sense of newness into the industry. While most beauty brands can take up to three years to develop new lines, 3INA has created a business model that enables it to bring new products to the market in four months. ‘We are going to bring newness every two to three weeks,’ says co-founder Pablo Rivera.

Like Milk Makeup, 3INA will take an inclusive, community-driven approach to its campaigns, and plans to cast creative girls such as artists, bloggers, vloggers, Instagrammers, documentary film-makers and creators.

‘We are obsessed with girl tribes across the world. We want to have a global perspective,’ says head of marketing Helen McGee. ‘We’re not here to say you need to slot into this trend, it’s more of a pick-and-mix approach.’