Beauty brand 3INA, following its success in the Chinese platform Xiaohongshu, launched in Hong Kong yesterday. Since the 3INA customer is the Millennial, the digital platforms have been a large part of the brand’s marketing and selling strategy. Social media and influencers have been key to its success.
Launched in 2016 by Eve and Pablo Rivera, the very first 3ina makeup store was opened in London in February last year. Offering professional grade European-made cosmetics at an accessible price tag, 450 products across six categories, and trend-savvy products launching every four weeks, the British beauty brand was an instant hit.
Hong Kong people will enjoy 3INA colorful mood at its first flagship store in T.O.P This is Our Place in Mong Kok with an assortment of over 700 products.
3INA already has 27 stores in over nine countries around the world, including Australia, Belarus, Greece, Italy, India, Malta, Spain, South Africa, UK, and now Singapore.