What do two Spanish men know about makeup and beauty? A lot actually, if you’re talking about 3INA founders Pablo Rivera and Mark Eve. Known for its superior quality, high-impact colours and being paraben- and cruelty-free, makeup label 3INA saw a meteoric rise from being a cult-fave to dominating 15 countries (and counting!). Obviously thrilled at the opening of 3INA’s Pavilion store, Pablo and Mark spoke to #TeamCLEO about launching a beauty brand in a saturated market, what you shouldn’t leave the store without and that logo (it’s Mee-Nah, btw, but you’d be forgiven for automatically saying Tri-nah).
Where did the name 3INA come from?
Pablo Rivera (PR): It means beautiful woman in Argentinian and Brazilian. We just love the name; it travels very well. It means a lot of beautiful things in many languages. We were in South Africa and ‘Mina’ in Sulu means ‘me’, and we thought that was also beautiful because it is about ‘me’.
Mark Eve (ME): We’re quite disruptive in beauty. We were on a trip in Barcelona and we were looking at the logo just before going to print and Pablo came up with the idea of turning M on its side to a 3. We’re just playing with it but something about it stuck with us.
PR: It represents the spirit of the brand being disruptive. We’re a brand with a twist.
How did 3INA come about?
ME: We’re from a fashion background. In fashion there are high street brands that represent the real woman, and then there’s high fashion that’s aspirational. In beauty, it’s mostly about the aspirational looks. We thought the high-street was a good area to play in and we wanted to bring in all this playful colours into beauty.
PR: We have an amazing team around us. We are very lucky because without them it would have been impossible to deliver 3INA. Given the success we’ve had in the last two years, it’s clear that there was a gap in the market for this new approach to beauty.