The future of nail polish is here.
Who we are.
gitti was founded by Jennifer Baum-Minkus in Berlin, Germany, with a clear mission: to ring in a new era for the beauty industry, with product innovations that are better for the planet and its people.
Our conscious and holistic approach to beauty focuses on positive change and pushes the boundaries of the industry: from selecting safe ingredients, to developing performant formulas and sustainably designed packaging solutions - we are rethinking standards.
The link between nature and science forms the basis of our products. During development, we prioritize the maximum use of natural origin ingredients and complement them with carefully selected, highly effective functional ingredients. The result: A nail polish formula that is 30-free, plant-based and cruelty-free with high-performance when it comes to brilliant shine and lastingness.
How it all started.
A few years ago, during a dinner party in Berlin, our founder Jenni was asked “What would you do if you weren’t afraid?”
Immediately an answer popped into her head: glitter nail polish. That night, she began researching, for the first time in her life, on the subject of nail polish. What she found out was shocking – many nail polishes contained ingredients that were neither safe for us as humans, nor for the environment. Two years and countless formula trials later, gitti nail polish launched with clean alternative ingredients—and it sold out in two hours.
What we stand for.
Consciousness.
We have a conscious approach to everything we do and to how we define beauty – from the ingredients and packaging we select to our processes, actions and mindset. We focus on positive change and develop products that are better for you and the planet.
Confidence.
We are confident in our products. We believe in their quality, performance and the way they make you feel. We want to fuel confidence and empower everybody to dare to be their true selves and follow their dreams.
Community.
We are empowered, guided and inspired by our community. We aim to develop better and more responsible product innovations because of them and for them. Changing the beauty industry is a true community effort.
We take responsibility for our planet.
We are aware of our responsibility to the environment and are 100% committed to positive change. Therefore, we implement strict measures along the entire supply chain to minimise our environmental impact.
We have been carbon neutral since 2020, offsetting the emissions we produce through carbon compensation. We select responsible product designs that align with our Conscious Circle of “reduce, reuse, recycle.” This means, we constantly strive to reduce our packaging to the absolute minimum. We’re working on refillable solutions, so that our packaging can be reused several times, and we choose recycled materials wherever we can, and make sure all of our products are easily recyclable.
For our product packaging, we use a combination of glass, aluminium, recycled plastic, or mono-material plastic for optimal recyclability. If the product comes in a box, it is always made from 100% recycled and recyclable paper. The majority of the labels on our nail colors are made from plant-based sugarcane ethanol, which is produced organically. All of our shipping material is made from 100% recyclable and/or FSC-certified cardboard.
However, as some recycled materials have not yet been developed to the quality required for beauty products, we're developing innovative solutions and testing alternatives, so that we can use more recycled materials in the future. We may only be at 80% for now, but we are 100% committed. Every step counts.
