3INA

3INA [mina] was launched in 2015 at a moment when beauty brands were at the peak of ethical and social consciousness – 3INA standing as a shiny beacon for Millenial and Gen Z consumers embodying a bold, brave new approach to makeup. The 3INA customer embraces colour and individuality and approaches makeup as a natural extension and enhancement of their evolving and unique self-expression.

Sybarite’s store design and blueprint for 40+ global franchises uses their brand pillars as a starting point: a sustainable cruelty-free premium product that celebrates colour, invites playfulness and promotes experimentation.

A step change within the industry at the time, was to bring the colour of the product itself directly on to the packaged goods which were very much part of the display, and next to the tester, thus ensuring a more intuitive experience from first try to buy.

The store – a pristine white playbox is framed in black akin to a precision liquid eyeliner. Displays are designed as fully interchangeable, flexible and hygienically wipeable allowing for new campaigns and alternate VM displays.