This is not a drill: 3INA is THE new make-up brand to watch. Recently opened at ION Orchard and Tampines Mall, it’s everything we stand for in the world of beauty. Here’s why…
It’s a great time to be alive for beauty junkies, with celebs launching makeup lines left and right, and inclusive beauty (see the ASOS makeup line and Fenty Beauty) finally becoming a thing. We’ll give you more reason to rejoice: European makeup brand 3INA (pronounced mee-nah) has arrived on our shores and it’s everything we’ve ever dreamed of. For starters, it’s all about “disruptive beauty” and challenging all notions of a “one size fits all” approach to makeup. Ahead, we give you three more reasons why this brand’s next on your shopping list.
Insane colour payoff
I have its cream eyeshadows (in iridescent pearl, gold and bronze) on heavy rotation. One swipe is all you need for a magnetic sheen – no layering needed for lazy days. The highlighter is another one to add to your collection. Brush it over your cheekbones and temples for an ethereal glow, or dab it in in the inner corners of your eyes and cupid’s bow to look lit from within.
Pocket-friendly prices with more shades
Its prices rival that of drugstore products available here, but with more inclusive shade ranges. Take its 3-in-1 foundation – priced at $31, 24 shades are available, which range from shocking pale to dark ebony. Its dizzying nail polish selection has 90 shades in its lineup, and they’re only $12 a pop. Eyeshadows (both powder and cream) are priced between $16 and $19. For lippies, nothing costs above $16. What. a. steal.
It’s all about experimentation
3INA is all about expressing yourself, and in bold ways no less. Take a look at its campaign photos (or its social media feeds) and you’ll notice its models decked in bright and brilliant eye makeup with equally shocking lippies. As someone with drawers full of nude lipsticks and neutral eyeshadow palettes, I’m inspired to take my #motds further.
3INA, locations at #B2-67, ION Orchard Linkway and #01-27, Tampines Mall.