Case study - 3INA Cosmetics

Overview

3INA (pronounced "MEE-NAH") is a cosmetics brand I co-founded with Pablo Rivera, with the mission to revolutionize the beauty industry by offering high-quality, affordable products in bold, inclusive shades. Our vision was to create a brand that embraced being real, honest, whilst having self-expression, diversity and accessibility in an already crowded beauty market. 

Challenge

When we launched 3INA, the beauty market was dominated by massive beauty giants with huge marketing budgets and established market presence. Our challenge was to build brand awareness, develop a distinct identity, and scale globally while maintaining affordability and staying true to our core values. We needed to break into multiple markets, build retail partnerships, and optimize our operations to achieve sustained global success.

Our initial pricing strategy was to introduce a €7 average price point (ASP) to make the products accessible to a wider audience. However, as we evolved, we adapted to a higher €15 ASP. We recognised that our consumers were increasingly seeking luxury quality products but still desired an affordable price point. This pricing shift was essential for product differentiation and brand elevation as we introduced coloured packaging to match the shade of the product which was a USP at the time of launch.

The biggest challenge, however, was competing with the beauty giants that had enormous marketing budgets, making it difficult for smaller brands to break through. But instead of competing directly on spend, we focused on finding a niche, connecting deeply with our target audience, and building a community that resonated with the brand’s core values.

Pandemic Shift: Embracing Digital Channels

As the global pandemic unfolded, 3INA was forced to rapidly adapt. We turned our focus towards digital channels and online marketplaces, leveraging e-commerce and social media platforms to engage with our community and consumers in new ways. The pandemic accelerated our digital-first approach, allowing us to connect directly with consumers and maintain growth despite the challenges of physical retail closures.

My Role as Co-Founder

As the co-founder of 3INA, I played a central role in the strategic direction, brand development, fund raising, global expansion of the business. I was involved in every aspect of the company, from conceptualising the brand’s identity to executing its growth strategy across multiple markets. My focus was on defining the Four P’s of marketing (Product, Price, Place, and Promotion) to ensure the brand could scale effectively while maintaining its mission of affordability and luxury.

Alongside my co-founder, Pablo Rivera, we built a high-performance management team that shared the same vision and commitment to growth. Our collaboration was essential in driving the company forward and playing to our collective strengths.

The Four P’s of Building the 3INA Brand

Product

Offering: 3INA’s product range focused on affordable, yet high-quality cosmetics designed to cater to a broad spectrum of consumers. We launched with €7 products but quickly evolved to luxury-standard offerings, including high-performance formulas and unique packaging that justified the shift to an €15 ASP.

Innovation: We worked on creating products that were innovative, with a focus on staying ahead of beauty trends while maintaining the brand’s core values. The product design was minimalist but distinctive, making 3INA’s cosmetics immediately recognisable on any shelf.

Quality Control: We manufactured our product within the EU ensuring that all products were cruelty-free, vegan, and paraben-free, we aligned with the growing demand for ethical beauty products, which became a strong selling point.

Price 

Affordable Luxury: Initially priced at €7, 3INA positioned itself as an affordable luxury brand. As the brand gained traction, we strategically evolved our average selling price (ASP) to €15. This shift was in response to consumer demand for luxury-quality products that remained accessible. 

Pricing Strategy: The move to €15 ASP allowed us to create a premium offering while maintaining our commitment to affordability. This pricing adjustment helped 3INA stand out in the entry prestige category, offering high-quality cosmetics without the premium price tag typically associated with luxury beauty brands. 

Value for Money: While the price increase was implemented, we ensured the value proposition was clear: high-performance products, inclusive shades, and a luxury user experience at a price point that remained competitive in the market.

Place

Retail Partnerships: Securing partnerships with leading global retailers such as Sephora and Nocibe (Douglas), allowed 3INA to increase its physical presence and build brand recognition. Our products were strategically placed in premium retail locations, ensuring that 3INA became synonymous with both affordability and luxury.

Global Reach: Through both brick-and-mortar stores and online platforms, we ensured that our products were easily accessible to consumers across 20+ countries. By tapping into both global distribution networks and local retail channels, we were able to grow exponentially.

E-commerce & Marketplaces: We embraced the growing trend of digital retail, optimising our marketplace presence (including Amazon and Zalando) and enhancing our .com strategies to ensure a robust online presence across multiple regions, complementing our retail footprint. This helped drive brand awareness and sales in competitive digital spaces.

Promotion

Brand Story: We focused heavily on promoting 3INA’s story of real, honest Beauty, self-expression, diversity, and inclusivity. Our promotional campaigns revolved around empowering consumers to express themselves freely, which resonated strongly with a younger audience.

Influencer Partnerships: Collaborating with influencers and celebrities played a key role in boosting brand visibility and reaching a wider audience. I was instrumental in building relationships with top social media influencers, helping 3INA gain popularity on platforms like Instagram and TikTok. 

Community Building: Rather than relying on huge marketing budgets like the beauty giants, we focused on building a community around our brand. By fostering authentic connections with our consumers, we were able to create brand advocates who resonated with our core message. This community-driven approach allowed us to beat competitors with much larger marketing budgets.

In-Store Promotions: We also launched various in-store campaigns, events, and limited-edition collections to keep customers excited and increase foot traffic to retail locations.

Evolution from Monobranded Stores to Market Leader

3INA initially launched as a monobranded store concept, offering consumers a unique retail experience with a highly curated, visually appealing in-store design. As we expanded, we recognised the need to broaden our distribution channels and target beauty specialist stores to maximize our reach. This shift in strategy allowed us to build retail partnerships with major retailers like Sephora, Douglas, Primor and others, ensuring 3INA’s presence in leading beauty retailers globally.

Additionally, our commitment to a strong digital strategy through marketplaces (Amazon, Zalando, TikTok shop) and direct-to-consumer via .com platforms gave us a competitive edge. This multi-channel approach enabled 3INA to cut through digitally, reach a global audience, and drive online sales alongside physical retail.

Successfully Raising €30 Million Over 8 Years

Over the course of 8 years, we successfully raised €30 million in funding to support the brand’s expansion. These funds were crucial for scaling operations, enhancing product offerings, and driving international growth. The strategic use of investment allowed us to build a high-performance management team and continuously adapt to changing market conditions.

Becoming the Number One Entry Prestige Color Makeup Brand in Spain

Through our strategic focus on product innovation, affordable pricing, and expansion into multiple sales channels, we achieved a significant milestone in Spain. 3INA became the #1 entry prestige color makeup brand by market share in Spain, a testament to the effectiveness of our branding, market penetration, and consumer engagement efforts.

By executing our strategies with a focus on diversification, we became the go-to brand for affordable, high-quality color cosmetics, making a significant impact in the Spanish market.

Results

International Expansion

3INA expanded into over 20 countries, securing a strong retail presence in Spain, Italy, France, the UK, Mexico, Chile, Middle Eastern and Asian markets. Our targeted approach to market entry and strategic retail partnerships allowed us to scale quickly and effectively.

Retail Success

By securing prominent partnerships with retailers like Sephora, we saw strong sales growth, with our products becoming best-sellers in key markets. The combination of high-quality products and affordable pricing helped 3INA stand out in the beauty halls, online marketplaces and in customers' minds. 

Brand Recognition

3INA became synonymous with real beauty, boldness, affordability, and self-expression. Our focus on inclusivity and diversity helped us connect deeply with our audience, particularly millennials and Gen Z. The brand’s community-building efforts were reflected in its rapid growth in both physical and digital spaces.

Increased Sales & Growth

With strategic pricing, effective promotion, and innovative products, 3INA experienced consistent annual 50% growth increases (CAGR) sales from the outset. The brand’s global presence continued to grow, with consistent year-over-year growth in LFL sales both in-store and online.

Key Takeaways

The Four P's of Marketing: By focusing on the right product, affordable pricing, strategic placement, and effective promotion, 3INA was able to quickly build a successful, global beauty brand.

Brand Identity: Establishing a clear, authentic brand identity centred around inclusivity and self-expression played a major role in resonating with customers and driving brand loyalty. 

Evolving Pricing Strategy: The transition from €7 to a €15 ASP allowed 3INA to offer luxury-quality products at an affordable price, responding to consumer demand for premium beauty at accessible prices.

Evolving Retail Strategy: The transition from mono-branded stores to being available in beauty specialist retailers and online marketplaces allowed 3INA to successfully scale and become a market leader in Spain. 

Successfully Fundraising: Raising €30 million over 8 years helped us scale operations and continue to drive growth, with funding enabling us to build a high-performance management team and expand internationally.

Beating Beauty Giants: We leveraged our niche and community-building approach to compete with the beauty giants. By connecting deeply with our consumers and creating a brand they could relate to, we achieved success without the need for huge marketing budgets. 

Real-World Leadership: As co-founder, my hands-on approach in scaling 3INA allowed us to execute a cohesive strategy that resulted in rapid global growth, brand recognition, and sustainable operational success.

How I Can Help Your Brand Achieve Success

The growth of 3INA highlights the importance of strategic guidance, brand evolution, and fundraising in building a global brand.

Through TAIU, I offer:

Brand Evolution: Helping your brand define and refine its unique identity, position itself for growth, and appeal to diverse audiences.

Global Expansion: With over 20 years of experience in scaling businesses internationally, I can guide your brand’s expansion into new markets and develop retail partnerships that maximise your reach. 

Pricing Strategy: I specialise in developing effective pricing strategies that balance affordability with luxury standards, ensuring your products meet market demands and stand out.

Fundraising & Investment Strategy: With €30 million raised for 3INA, I can help you secure funding, build investor relationships, and create strategic partnerships to fuel your brand’s growth.

Community Building: I can help your brand connect deeply with consumers through authentic storytelling, social media engagement, and influencer partnerships, just as we did at 3INA.

Whether you’re just starting or ready to scale, I can help you achieve global success, build a strong brand identity, and reach new markets through strategic, hands-on advisory support.