Before we go any futher, 3INA Cosmetics is pronounced MINA. Not, er, ThreeNA as I might have called it. Quietly, to myself. It’s brand new, from Spain, although will be launching globally and the first stand-alone store has launched in Covent Garden – on the same drag as Charlotte Tilbury, MAC and Kiko. Pretty soon, it’s going to be Cosmetic Garden.
The store itself is a riot of colour! Every wall is a rainbow, and I was pleased to note that particularly in foundation shades, they go properly dark, so there is something for every single tone.
With over 450 products in the 3INA Cosmetics line, it’s pretty comprehensive with everything from rose gold highlighters to clear mascara. I was given some products to bring home but this is literally the tip of the colour iceberg.
Similar to this
I’ve tried the highlighters (lovely – diffuse beautifully for a light hit cheek without making you light up like a torch) and I’m wearing the Chubby Lipstick (in 107, a saturated matte orange) which I find a little bit too perfumed for me, but there’s no arguing with the level of pigment!
See! This is 107 next to a lipstick in 302 which I saw looking stunning in store on a red-head – something about that pinky-red does all kinds of amazing things if that’s your hair shade.
This being a gloomy British day, I’ve done my best to catch the highlighters here but certainly a little Spanish sunshine would have helped things along! 201 is the golden shade – 200 is a rosy gold. I have them here next to The Metallic Eyeshadow in 503 – a lightly metallic sage shade.
What’s interesting about 3INA Cosmetics is the stand-alone element. When I did my trend prediction post at the beginning of the year, stand-alones were marked as something to look out for. I think 3INA Cosmetics will crop up everywhere – St James Street in Covent Garden is just the beginning. It’s easily a contender for brands like Kiko and NYX so let the beauty battles commence!
Transparency Disclosure
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.
13 comments
Jane – what sort of prices are they coming in at??
So sorry.. roughly Kiko prices I would say, but I don’t have a full price list for products.. x
I saw the first picture and I thought, ‘ … brown, brown, brown’! Well, I’m absolutely delighted to see the other walls. How lively and pretty. Must visit Covent Garden, haven’t been there for ages. Thanks Jane.
Ha ha! I’m glad you said how it was pronounced- I would be calling it ‘three ina’ too
Sorry, ignore previous comment…misread and thought the store had not opened yet…Must check it out!
Conny
I have also been calling it threena in my head. It makes more sense when you see the 3 in the logo is an M on its side but I’m just going to avoid saying it by name in case I say threena out loud.
I also would not mind Covent Garden becoming Cosmetics Garden..! 😀 I quite like the stand alone stores. It feels less hectic than a beauty hall and obviously the brand benefits from totally immersing you solely in their brand.
I live in Spain but haven’t heard of this brand so I guess it’s not yet nationally available…..Looks interesting, similar to Kiko & at a great price point!
Hi Jane, do you know where the products are made? Kiko makes most of theirs in Europe (or at least all of the products that I have are made in Europe), so I am curious if these might be coming even from the same factory? It will be interesting to see how they differentiate themselves from their immediate competitors….
I don’t know actually.. I assumed it was made in Spain but a lot of make up is made in Italy.
And now that I look at the branding & the packaging, it looks very similar to a Korean brand called 3CE – no idea how to pronounce that one 🙂
http://m.en.stylenanda.com/products/3CE/138/
I went to the launch yesterday, it’s a nice store but I was really disappointed by the one dark shade of foundation I saw. It appeared ashy and lacked the warmth that you get in other brands, I don’t see how an entire race can be expected to use just one colour? It’s surprising that the freshness of the concept is emphasised, when in reality it’s a lot like the other, less-diverse High Street brands.
No, they can’t… I will drop back in and take another look because the foundation wall looked like it had plenty of deep tones. Personally, I think it looks fresh – which other brands would you say that it is like?
I popped in today but they told me they were not open yet …