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This week, we spoke with Jenni Baum-Minkus, the founder of gitti, the Berlin-based conscious beauty brand, that is known for its nail colours with innovative, high performance plant and water-based formulas.

gitti prioritises maximising the use of ingredients of natural original, complimented with highly effective functional ingredients for your hands and nails. Discover the freshly landed brand that stands for positive change for our planet.

    What was the inspiration behind the founding of gitti?

    I wanted to create a brand that drives positive change and develops products that are better for both people and the planet. I focused on the needs of modern consumers who want to be convinced not only by quality but also by values. The idea stemmed from my passion for innovation and my desire to redefine the beauty industry with more sustainable alternatives. It was important to me to make a positive impact and enable people to make better, more conscious choices.

    Can you explain the significance and differences between gitti’s plant-based and water-based nail polish formulas?

    Our plant-based formula is ideal for those who want a high-performance, long-lasting manicure. It is long-lasting – up to 10 days (in combination with our Smoothing Nail Primer and High Gloss Top Coat) and up to 7 days with our 2-in-1 Top and Base Coat. It also offers an easy one-stroke application and quick drying without an UV/LED lamp. It is made from up to 82% of ingredients of natural origin.

    Our water-based formula is made from up to 55% water, odourless and lasts up to three days.

    What are good practices that gitti recommends for maintaining healthy nails when using nail polish regularly?

    While wearing nail polish, we recommend treating your nails and cuticles with nail oil several times a week, ideally before bedtime, followed by a hand cream. A bi-phase nail oil that combines a hydrating water phase and a nourishing oil phase is best suited for this. Between manicures, it is important to gently remove and push back excess cuticles. On bare nails, a nail serum can ideally provide hydration and functional ingredients that support nail health.

    We have developed a 3-Step Nail Recovery Treatment, which can be used either as an intensive treatment after nail polish removal to strengthen and restore your nails in 14 days or as three standalone products, depending on your nails’ needs.

    What ingredients should people try to avoid in nail care products to prevent nail damage?

    We would recommend avoiding all ingredients that are considered controversial and can still be found in some traditional nail products. Those are defined in our 23-free list. An underestimated step is the removal of nail polish, where harsh solvents such as Acetone and Acetates can dry out the nails.

    Are there specific concerns that gitti hand and nail care can help address, like dryness or sensitivity?

    Our 3-step Nail Recovery Treatment is externally proven to strengthen and restore nails within 14 days, so addressing customers with dry, brittle and weak nails.

    The first product of the routine, the Exfoliating Cuticle Gel, helps to easily remove and push back excess cuticles while smoothing and brightening the nail plate and leaving cuticles feeling softer and more hydrated. The second product of the routine, the Restoring Nail Serum, provides immediate hydration and makes the nail plate stronger after 2 weeks of usage. The Nourishing Nail Oil as a third step hydrates and nourishes the nails additionally to provide a soft feeling and healthy looking nails and cuticles. Like a skin care routine, they are working best in a routine but can also be used independently depending on the needs.

    Our Hand Care products are designed for dry and sensitive skin as they are externally proven to improve skin moisturisation and barrier function and are dermatologically tested on sensitive skin. They further support healthy aging of the skin by protecting against external aggressors (anti-pollution efficiency) during the day and supporting skin recovery overnight, reducing the appearance of wrinkles with regular usage. The Day Cream has a lightweight, fast-absorbing texture while the Night Balm is richer. Both leave the hands super soft and smooth.

    How does gitti ensure that environmental impact and performance go hand in hand?

    We constantly search for better and safer innovations with a lower environmental impact without compromising on efficacy. We ensure that our labs develop formulas that maximise ingredients of natural origin while also delivering great performance at the same time. Our goal is to create completely natural formulas for all our products. Some of our products are already of 100% natural origin. Out of respect for our planet and all living beings, our products are always vegan and PETA certified.

    In general the standards for our gitti formulas are strict. Our labs follow a strict list of “no-go” ingredients that are considered controversial or potentially harmful for the environment. This means we go a conscious step further, excluding even more from our formulas than the EU Cosmetics Regulation.

    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.

    Shop the gitti collection online and in store today!