Meet 3ina, the new kid on the beauty block with a bold vision for AW16

Say hello to 3ina’s Nu Cool girls. The global beauty brand was inspired by the individuality and sassiness of style frontrunners such as Grace Jones, FKA Twigs, Björk and Debbie Harry to come up with its fresh-faced AW16 campaign shot by Nataal favourite, Mehdi Lacoste.  “We asked ourselves, ‘In a world where trends move at the speed of light, what does it mean to be cool?’” Natalie Hasseck, 3ina’s creative director, explains. “This brand is all about a sense of direct confidence, of stripping back layers and a lot of the fluff. It’s about having nothing to hide. With this campaign we’re hoping to talk to girls of the now, in the now.”

3ina (pronounced Mina) launched in London just six month ago yet has already expanded to seven countries including South Africa, Italy and Australia. So what’s all the fuss about? Their face, skin and nail products – over 500 and counting - are ethically sourced, paraben free and cruelty free. Forming a new niche in what it calls “honest luxury,” the richly pigmented range of make-up delivers a rainbow of playful shades in the highest quality formulas and crucially, at affordable prices.

Best sellers include the won’t budge waterproof Cream Eyeshadow, the on-in-a-flash satin finish Pen Eyeliner and the kiss inducing Longwear Lipstick. Suitable for all skin tones and perfect for anyone who revels in having some devil-may-care fun with make-up - whether that’s smudging some metallic shimmer across lids or dabbing an iridescent pop of colour onto cheeks – 3ina embraces the positivity of disruptive beauty in all its guises.

Words Helen Jennings

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