By Chere Di Boscio
The chem-free nail polish market continues to grow, but one of the pioneers in this field was Priti NYC.
Conceived in 2005 when its founder, former model Kim D’Amato, fell pregnant and became concerned with how the chemicals in the cosmetics she was using may affect her baby, the brand has become a favourite with the fashion crowd. Priti is painted onto the nails of Tommy Hilfiger and Stella McCartney’s catwalk models, and is proudly flashed through the peep toes of celebs and models from New York to Paris.
Since Kim was inspired to go eco by her growing baby, she’s also created the Priti Princess range for girls. Non-toxic shades like Mermaid’s Hair and Fairy Dust appeal to young imaginations, and they even glow in the dark! In fact, the entire Priti range is available in over 100 different shades, including metallics, mattes, bright neons, rich darks, classic nudes, and everything in between, proving that eco-friendly polishes can be fashionable too.
Today, the brand has expanded to include products such as soy nail polish remover, a recycled glass nail file, and organic scrubs and refreshing sprays for tips and toes.
First, I tried the Red Head Cactus polish, a rather autumnal, leafy shade that showed its true colour after only two coats and dried very quickly. I didn’t put a topcoat on it so it started flaking a bit after a week, but I think this would not have been the case had I properly protected my manicure. Oddly enough, I also put this on my toes (I do love a red pedicure in summer!) and it’s still perfectly intact.
The Truly Yours Carnation was my second manicure choice. This is a subtle, creamy pink hue, perfect for French manicures. It took 2-3 coats to get the same shade advertised by the bottle, but once the polish was on, it lasted over a week before a re-do was in order, even without a topcoat. As with most chem-free polishes, Priti products don’t give off that scarily toxic, headache inducing smell.
The same is true for the soy-based nail polish remover wipes. These took more time to take off polish than pure acetate does, but the product is far more gentle to the skin and nails, and rather than drying these out, it leaves a nice oil behind that can be massaged in for a shiny (rather than bone dry) finish. My only critique is that perhaps it would be more eco-friendly to put the product in liquid form in a bottle, rather than on infused wipes, each of which must be wrapped individually.
Priti’s eco-credentials are still impeccable: the brand is very active in working with various charities and events in the community that support both environmental and women’s issues, and regularly collaborates with other socially conscious companies and charities, including Donna Karan’s Urban Zen Foundation, Group for the East End’s Ecofabulous in the Hamptons, and Teens Turning Green to develop a private label polish exclusively for Whole Foods Market.
Pretty eco-friendly, pretty fashionable, and just plain pretty, Priti NTC will be on our tips and toes for some time to come.
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