Organic Luxury

eco-friendly nail polish brand, priti nyc

In an age where the demand for organic beauty products is on the rise, Priti NYC is dominating the market for deluxe, sustainable, eco-friendly nail polish. “Priti”, meaning “love of satisfaction, of peace,” in East Indian Sanskrit – embodies the emotion that Australian founder Kim D’Amato envisions her clients experiencing when indulging in her luxury products.

Featured in Vogue, Elle and Harper’s Bazaar (to name a few), it’s no surprise that Priti NYC nail polish has fast become a celebrity favorite. Lady Gaga, Jessica Alba, Natalie Portman, Alicia Silverstone, and fellow Australians- Rose Byrne and Miranda Kerr – are amongst the growing number of A-listers who have indulged in D’Amato’s organic nail products. Many of them choosing to go chemical free during their pregnancies.

Health is of fundamental importance to D’Amato and she stands by her company’s motto of “vegan, cruelty free and gluten free” products. Priti NYC nail polish and polish removers are completely non-toxic, chemical free, 100% biodegradable and are infused with essential oils. “We are on a daily basis, bombarded with chemicals. It’s suffocating us. Our bodies and our planet is in danger,” D’Amato explains. Her dedication to chemical-free beauty products has been warmly welcomed and Priti NYC soy polish remover was a winner of the Elle Beauty Awards and named the best nail polish remover in Elle magazine’s “Green Beauty Stars.”

The same day that D’Amato opened her organic spa, she started working backstage at New York Fashion Week. “I thought it would be a good way for the spa to become renowned and I was able to get gift certificates in gift bags to attract my first clients. In fact it was a bit like guerilla marketing.” From here she built her client base and Priti NYC has now been a sponsor of NY, Paris, Miami and UK Fashion Week since 2005.

D’Amato develops custom nail colours for renowned designer’s runway shows, such as Tommy Hilfiger, Lacoste, Hugo Boss, Banana Republic, The Row and Vanessa Seward, amongst others. As one of the first nail brands backstage at NYFW, Priti NYC has continued to collaborate with a multitude of designers over the years. “Sometimes it’s an object that inspired these amazing artists, sometimes it’s a color chart or materials that help choose the nail color. I custom mix a lot of colors for them, or it’s just a matter of a shade that they have already envisioned.”

Since launching its polish line, Priti NYC has created an eco-friendly nail file that is made out of recycled glass, as well as the Priti Princess line--a collection of mini nail polishes for “tiny fashionistas". Priti Princess was co-created by D’Amato’s young daughter, Siena, who chose the colors and names for the polish.

Born and raised in Queensland, Australia, at seventeen years old D’Amato was scouted by a modeling agency in Sydney and made the move to Paris, where she resided for many years. She eventually relocated to NYC where her creative passion and drive for business were nurtured and supported. “I can sincerely say that Americans have a rare quality about them- they are very positive and patriotic individuals and if you have a great idea they are willing to support you. I love NYC, I can honestly say I’ve lived the American dream,” she says.

D’Amato worked as a photographer’s agent in NYC and put herself through nail school one day a week so that she would know her business from the inside out. “I am also a qualified manicurist- it was great to know, especially in my spa when we were really busy – and now I am the lead manicurist on all the New York and Paris Fashion Week shows,” she says.

The entrepreneur never had a business mentor, though through her journey D’Amato gravitated to a small group of like-minded women who had started their own small companies. “We were able to get together from time to time and have a few wines, talk about the things we were having a tough time with, share war stories, so to speak,” she says.

The nail polish business is highly competitive and when asked how to survive in the industry, D’Amato’s advice is to support each other: “Find your self some other small business owners and inspiring women, they are priceless. For inspiration, listening and encouraging each other. They understand what you are going through.”

D’Amato’s success proves that with dedication, drive and with an innovative vision, a product can be created that is truly aligned with one’s values and beliefs for a more sustainable world.