Gitti

Berlin-based gitti is a direct-to-consumer company operating in the conscious beauty market. Founded in 2018 by Jennifer Baum-Minkus, the firm was born from her mission to create better beauty products for both consumers and the planet. Baum-Minkus's journey began after a successful corporate career at major companies like Coca-Cola and Henkel, where she specialized in human resources and brand building. A pivotal moment led her to leave her secure position and explore her passion for creating a sustainable beauty alternative, starting with the surprising discovery of the controversial ingredients often found in conventional nail polish. This realization spurred two years of research and development, culminating in the launch of gitti, a brand named after her mother's nickname.

The company operates primarily through a direct-to-consumer e-commerce model, leveraging social media and content marketing to build a strong community. This strategy proved successful from the start, with the first self-financed collection selling out within two hours in April 2019. The business model also incorporates an affiliate program and has utilized crowdfunding to fuel growth. Gitti has successfully raised a total of $11.7M through multiple funding rounds, including a Series A, from investors such as XAnge, BtoV, and Grazia Equity.

Gitti’s product portfolio began with a focus on nail colors and has since expanded into a multi-category brand that includes makeup and skincare. The initial flagship products were innovative nail polishes with either water-based or plant-based formulas. These polishes are characterized as "19-free" or "30-free," meaning they exclude numerous questionable ingredients commonly used in the industry, and are vegan and PETA-approved. The formulas are designed to be high-performance, offering durability and shine while using ingredients derived from plants like cassava, sugar cane, and corn. Beyond nail products, the company now offers a range of items including mascara, lip gloss, and facial skincare. Central to the company's philosophy is sustainable packaging, utilizing a "reduce, reuse, recycle" approach with glass, aluminum, and recycled plastics, and the company has been carbon neutral since 2020.

Keywords: conscious beauty, direct-to-consumer, vegan cosmetics, sustainable packaging, clean beauty, plant-based formula, nail polish, e-commerce, skincare, Jennifer Baum-Minkus