New cosmetics brand 3INA [pronounced Mina] has announced its global launch and the opening of its first store in London. The brand is the brainchild of retail gurus Pablo Rivera and Mark Eve, founded from a genuine passion to create real, accessible beauty. With over 20 years of experience in managing and expanding brands worldwide, Pablo and Mark have carefully curated an enviable ‘A Team’ to make 3INA a global success. NET-A-PORTER’s Helen McGee joins as Head of Marketing; César Perez Luna, an ex-executive of Sephora and Douglas, heads up Business Development; and Cristina Cobo of KIKO leads Product Development; while Apple’s Toni Minguet is in charge of tech. Since the start of the brand’s creation, 3INA has worked with the creative agency MARIOTESTINO+ to oversee and consult on all creative aspects, including brand identity, vision and trends. MARIOTESTINO+ continues to be guardians of the 3INA brand. With its customer in mind, the brand worked with New Look Founder and 3INA Investor Tom Singh to blow traditional models and industry averages out the water. New product lines among the giant brands can take up to three years to come to market – 3INA’s unique business model means it can do this in just four months which is almost in line with fashion apparel. 3INA's first flagship store launches 25 February in James Street, Covent Garden, with an app and e-commerce site to follow. Additionally, Push PR has been appointed to handle the launch for the UK market.

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3INA in 'beauty, fragrance, grooming & health'