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Mina, I mean 3ina Monday Review & Swatches

Mina, I mean 3ina Monday Review & Swatches

Happy Monday bellas,

Ever since 3ina (pronounced Mee-nah) launched in South Africa a few months back, I’ve been wanting to try their products. I did manage to go to Eastgate after they launched since I wanted to check it out and managed to swatch about 6 products before my dad shouted me out of the store. He knew I’d be buying makeup and yes I know, I’m 30 years old but I still listen to my dad. So anyways, for my birthday, my friend and fellow beauty blogger, Ilona, gifted me a few items to try out. Here’s my thoughts on the brand.

The claim

3ina was started with the intent of keeping up with the latest trends and pumping out products in record time. With cosmetics giants taking up to 3 years to produce new cosmetics lines, 3ina runs on a business model which allows new products to hit the market within four months.

3ina Packaging

The packaging on all the products are very simplistic. They are in black plastic compacts and containers with white writing except for the nail polishes which are housed in clear glass bottles. The simplistic packaging also allows the price to be more affordable. The black reminds me of the NARS range but because of the NARS rubberized finish it feels more luxurious. It’s also a magnet for finger prints and makeup which can lead to a hot mess, something I find I don’t have to deal with the 3ina packaging. Using just a wet wipe can clean the 3ina packaging to look like new. Something else which may seem petty, but I don’t like the fact that they have numbers instead of shade names printed on the packaging. You need to refer to the website for that.


3ina Lipstick – R99

I received the shade 102 (Roan Rouge) which translates between a deep plum and burgundy (apologies it sounded weird to only say reddish-purple) on my skin tone. It has a satin finish and has medium opacity which can be built up. I got about 2-3 hours wear each time and it does transfer. It leaves behind a stain which looks like I’d had beetroot for lunch, pretty colour but patchy.


3ina Metallic Eyeshadows – R130

I have the shades 500 (Shifting Sand) and 501 (Butterum). The formula of the eyeshadows are decent. There is minimal fallout and you get full pigmentation in one swipe. I did struggle a bit to blend them out but packing them on was just fine. Shifting Sand is a light champagne gold that’s great for the browbone and inner corner of the eye. Butterum is an old copper shade, perfect to wear on the lid to suit any occasion.

3ina-metallic-eyeshadow 3ina-swatches-noflash 3ina-swatches-flash

Overall thoughts

While I do think the intention and vision of the brand is great, I can’t deny that I can get the same quality/formula/pigmentation from drugstore brands like Essence/Catrice/Maybelline for a fraction of the cost and in some instances do perform better. At the moment they also only have stores in Eastgate and Sandton, which is on the other side of where I live and no online store from which to purchase the products. In this case, convenience of the brands stocked at Dischem and Clicks trump this and in my opinion 3ina is not a brand worth driving that far for. Also, the claim of cosmetics giants seem a bit far fetched and if 3ina has such a great business model, why can I only add products to my wishlist instead of adding to cart?

You can view the full range of 3ina products available in South Africa here.

Have you tried any 3ina products since their launch in SA?