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Berlin-based brand will be sold online and at The Well in New York City.
July 18, 2023
By: Rachel Klemovitch
Assistant Editor
Berlin-based nail brand Gitti has launched in the US. The brand's products can be found in August at gittibeauty.com and at The Well in New York City. Gitti's assortment includes plant-based 30-free polish formulas and nail tools. It has a strict “no” list of more than 3,000 ingredients. Products are PETA-approved and 100% vegan. Gitti also refrains from using hydroquinone and benzophenone. Gitti's plant-based, renewable solvents are created by fermenting sugar cane, cassava and corn into cotton-based film formers and non-formaldehyde-releasing resins. “It is not easy to create new, innovative formulas from scratch and take the risk to be the one the brings them to the market first, but I see it as Gitti’s obligation to challenge the industry and be the first mover. It’s fantastic to see how much change we have already created in the industry and that larger brands are excited about following our tracks,” said Founder Jenni Baum-Minkus.
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