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.
Combining beauty and 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).
3INA teamed up with contemporary artist, Marie-Sophie Lockhart to help bring their new artistic vision to life. She stated about the partnership, “The ART FREEDOM collection is versatile with both natural, sophisticated shades and also bolder, fun colours so you can develop your look depending on what you want to express. I love that they (3INA) are contemporary, disrupting standard beauty codes and representing a real, authentic aesthetic.”
Lockhart was first championed by Drake and has since been commissioned by celebs like Beyoncé and Rihanna, and 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.