From Soko and Debbie Harry to FKA Twigs, Bjork and Grace Jones, there’s so stronger beauty look than the inimitable cool-girl style. Already a favourite with make-up artists, including Charlotte Hayward (make-up artist for Emma Watson and Kate Hudson) and Lan Nguyen-Grealis, who’s worked with the likes of Paloma Faith, 3INA and their brand new Nu Cool campaign captures the spirit of the cool-girl make-up look that is all about confidence and self-discovery.

The Nu Cool campaign sees the 3INA line grow from 450 products to a whopping 800 by early 2017 – and the brand only launched in February this year. With their super-luxurious formulas, never tested on animals of course, 3INA steers away from trends and focuses on getting the best colour range and best quality. Expanding their range with The Colour Kajal, out this November, which comes in 8 richly-pigmented shades, and then The Lip Oil Balm in five perfect tints (available this December), the 3INA collection is the ultimate palette for the individual who eschews trends and fads in favour of creating their own look; there’s products and colours for every single mood.

Newly appointed Head of Creative, Natalie Hasseck, says “When putting together this campaign we asked ourselves ‘In a world where trends move at the speed of light, what does it mean to be cool? What is the new cool? This campaign has been called Nu Cool, but in fact it’s essentially the ongoing vision for the brand. It’s all about a sense of direct confidence, of stripping back layers and a lot of the fluff. It’s about having nothing to hide. With this campaign we’re hoping to talk to girls of the now, in the now. Our Nu Cool girls are as confident in their look as we are in the quality of the 3INA product”.

3INA is available now at the Wonderland pop-up shop at 192 Piccadilly, London.