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Known among beauty insiders as the pioneering leader in luxury eco-friendly nail polish, the quick success and notoriety of PRITI NYC can be attested to it's founder, Kim D'amato. The idea behind PRITI NYC came alive during her pregnancy. D'amato made a conscious effort to switch to organic foods and health products, yet couldn't seem to find a way to beautify herself in the same natural manner. In 2005, D'amato launched PRITI NYC with one simple mission: to support organic farmers and to decrease the amount of chemicals poisoning the Earth- and it's inhabitants- one manicure at a time.
RITI NYC polishes are 5 Free & Vegan, completely non-toxic, and are free of toluene, dibutyl phthalate, formaldehyde, formaldehyde resin, and camphor - all known carcinogenic ingredients. These luxury polishes are fast drying, chip resistant, contain a UV inhibitor, and are extremely durable and glossy. They are also completely safe for use on children and moms-to-be. Available in over 100 different shades including metallics, mattes, bright neons, rich darks, classic nudes, and everything in between, limited color selection due to ecological restraints has officially become a thing of the past.
Since it's launch, the brand has expanded to include products such as soy nail polish remover, a recycled glass nail file, and the PRITI Princess nail polish collection. The first line of non-toxic nail polishes for children, PRITI Princess nail polishes come in 8ml bottles (as opposed to the 12 ml size of a standard nail polish)- perfect for the hands of tiny fashionistas. The PRITI NYC Princess polish collection was named by the company's honorary creative director, Siena- who also happens to be D'Amato's 9 year old daughter.