3INA launches glow-in-the-dark makeup collection

By

Barbara Santamaria

Published
Jun 13, 2017

As Britain's festival season gets underway, 3INA launches a makeup collection that is set to become a bestseller among young female shoppers looking for eye-catching cosmetics.

The brand has launched a fluoro and UV activated makeup line which contains an optically active component that creates fluorescence under UV light.

While the new range is designed to give a natural look during the day, it comes alive with brightly-coloured shades under an ultraviolet light. In addition to the UV activated component, innovative ingredients used in the collection include a resin with a filming effect that makes the Fluoro Cream Eyeshadows water-resistant and crease-free, whilst jellifying agents give a smooth touch to the Fluoro Lip Glosses.

To support the launch of the new line, 3INA is rolling out a creative campaign directed by make-up  artist Anne-Sophie Costa. She says:  "Led by the bold fluoro colors, I wanted to approach the UV campaign with a loose hand and avoid doing anything that felt too graphic or contrived. I was inspired by the dual functionality of the collection and how the products take you from day-to-night in an unexpected way." 

Additionally, the label has released a film directed by London photographer Mehdi Lacoste to the soundtrack of pulsating electronica from London producer CKTRL.

The UV collection is available at Selfridges, in 3INA stores and online, and on Asos.com.