Like many of us when we fall pregnant, Priti NYC founder Kim D’amato, set out to go organic and natural for the well being of herself and her baby.

In 2005, not satisfied with what the market had to offer, she launched her own product line, with a mission to support organic farmers and reduce the impact of chemicals on the environment.  All the while prettying up the fingers and toes of the glamorous and fabulous – Priti NYC have sponsored NY and Miami fashion weeks since 2005. Serious style cred. Kudos.

For me Priti NYC gets top marks on the kind beauty test, as they not only love the planet, but they are also cruelty free and vegan.  Add to that chunk of lovely goodness an active involvement and support of socially conscious companies and charities, and you’ve got yourself a pretty special brand.  With over 100 ‘5 free’ nail shades and cool stuff like the matte top coat and soy nail polish remover, I can see myself getting a bit ‘add to cart’ happy with this lot.

For those of you unaware of what ‘5 free’ means, basically it doesn’t contain toxic chemicals that are commonly found in nail polishes.  Formaldehyde, formaldehyde resin, dibutyl phthalate, toluene and camphor are believed to be potentially carcinogenic.  Removing these makes it safer for preggos and kids, as well as the rest of us concerned with what we put on and in (nail biters) ourselves.