Overview
Founder Jennifer Baum-Minkus was asked at a Berlin dinner party 'What would you do, if you weren't afraid?' and thought of glitter nail polish; after finding controversial ingredients in existing products she spent two years developing a plant-based formula before launch.
History
European launch of first collection (April 2019); sold out in two hours / within two weeks↗
Generated over €300,000 in 2019 with less than 5% marketing spend; self-financed initial collection↗
Became carbon neutral (since 2020)↗
600% revenue growth in second half of 2020↗
US campaign launch with Kim Kardashian's manicurist Kim Truong as paid partner↗
Natural Beauty Awards 2024↗
Signature products
Ingredients & philosophy
gitti positions itself as a conscious beauty brand aiming to make nail and beauty products that are better for people and the planet, treating nails with skincare-level care through plant- and water-based, vegan formulas.
Sources
T1 primary · T2 secondary · T3 note- [1]T1gitticonsciousbeauty.com/en-euhomepage
- [2]T1gitticonsciousbeauty.com/en-eu/pages/about-usabout
- [3]T2gitticonsciousbeauty.com/pages/inhaltsstoffeingredients
- [4]T2gitticonsciousbeauty.com/en-eu/pages/legal-noticeother
- [5]T3bustle.com/beauty/gitti-nail-polish-clean-plant-basededitorial_other
- [6]T3omr.com/en/daily/gitti-up-nail-polish-startupexternal_other