You’ve probably never heard of 3INA (pronounced “Mina”). But with new stores in Melbourne Central and Southland, it’s on its way to becoming an international household name.

Its first store launched in London’s Covent Garden in February. It has since opened stores in Athens, Milan and Malta. Despite still being in its infancy, 3INA’s aggressive expansion includes plans for more than 300 stores worldwide.

Founded in London by entrepreneurs Mark Eve and Pablo Rivera, 3INA is determined to bring playfulness to your beauty bag.

“3INA is an inclusive brand, we believe in individuality and the confidence to be creative … it really fits with the things the world loves about Australia,” says Rivera.

“Ultimately Melbourne, as the fashion capital [of Australia], couldn’t be a more perfect location,” adds Eve.

With a collection of 450 products covering eyes, lips, face, skincare, nails and tools, 3INA has everything you’d expect from an international make-up brand, but with a few key differences.

The entire 3INA collection is priced between $8.50 and $29.95. None of the products are tested on animals. And with the exception of the lipsticks, which use beeswax, all the products are vegan friendly.

New products are released every month. Launches are synchronised with 3INA’s overseas stores in London, Milan and Athens, so Melbourne’s collection will remain consistent with international trends.

Current stock includes a daring range of coloured mascara in neon pink, cobalt blue and canary yellow.

But perhaps the most adventurous aspect of 3INA is its lack of a famous “face”.

Instead of using celebrities to front campaigns the brand uses select social-media figures, called “#3INAMAKERS” to promote product.

“It makes us relatable. We’re not trying to tell the customer how to look,” says Allison Smith, general manager of 3INA Australia.

“Make-up is about freedom of expression, and how it makes you feel. Not just how it makes you look.”

3INA is now open on level one, Melbourne Central and level two, Westfield Southland.

3ina.com