3Ina Hero
Photography by Emma Crosby

Sybarite Architects 3Ina Mina James Street London Covent Garden Makeup Retail Luxury Beauty 06
Covent Garden, London, UK
Photography by Emma Crosby.

3INA is a very different client in our portfolio. It’s an ethical brand focussed on Millennials/​Generation Z and was born with a view to disrupt. It saw a growing trend amongst the millennial generation who approached makeup in a fresh, fearless and democratic way.

3INA wanted to create a brand that had an affordable price point but a premium look and feel. It was called Mina but the trademark had already been registered in South Africa, so Mina rotated the M to get the trademark worldwide. The products are always cruelty free, eco-conscious and ethically sourced, using only recycled plastic packaging and sustainable practices.

Sybarite Architects 3Ina Mina Jamesstreet London Covent Garden Makeup Retail Luxury Beauty 04
Covent Garden, London, UK
Photography by Emma Crosby
Sybarite Architects 3Ina Mina Jamesstreet London Covent Garden Makeup Retail Luxury Beauty 07
Covent Garden, London, UK
Photography by Emma Crosby

We noticed that other, more expensive, competitors used black packaging so Sybarite’s concept was to create a display using packaging with the colour eye candy of the products. This simple gesture made for real standout in ambient lighting and, combined with a black line throughout the space to resemble 3-D eyeliner, the product really popped. We created a manual, an easy blueprint, for more than 40 franchisees to follow. Rather than individual store designs with cultural relevance, we provided a full design package and guidelines which can be easily adopted by global franchisees.