ART FREEDOM with 3INA

Monday, 29 May 2017

Edgy, cruelty-free and super affordable European beauty brand, 3INA (pronounced MINA) opened their first store in February 2016 and hit South African shores late last year.

Why we love 3INA

They pride themselves on breaking traditional beauty conventions and create new products every few months to ensure their ranges are current.

With a fresh take on beauty juxtaposed with global street culture, they aim to give perfection the boot, and champion bare and bold beauty. “Bare because her goal isn’t to conceal. Bold because she plays with colour.”

With so many brands to choose from, it really takes something special to get us excited. Beauty addicts will appreciate the wide variety of colours in luxurious formulas that are ethically sourced, as well as paraben and cruelty-free.

We especially love the fun, artistic flair noted on the packaging of their new range, ART FREEDOM (pictured above).

Art Freedom

3INA teamed up with contemporary artist, Marie-Sophie Lockhart to help bring their new artistic vision to life.

Lockhart was first championed by Drake and has since been commissioned by celebs like Beyoncé and Rihanna, and she also worked with the likes of Stella McCartney and Marc Jacobs! The artwork for the new range has been inspired by 80’s club culture. And timeless artistry. The bespoke packaging builds on the ART FREEDOM theme, using designs by Lockhart that depicts paint, collage and the make-up itself.

The perfect combination of art and edgy, for beauty that makes a statement.

Written by

Tatum is an all-round digital being with a penchant for lipstick and a slight shopping addiction. After completing her Honours in Communications and Media she was thrust into the world of publishing and has since worked for some of the biggest magazines in South Africa. As a writer, editor and social media consultant, she’s all about spreading body positivity and a revised attitude towards beauty.

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