

The mission of gitti is clear: to revolutionize the beauty industry with innovative products that are better for customers and the planet. This starts with better ingredients and continues through production and packaging. gitti takes the entire value chain into account. And it works to improve it step by step.
The company is synonymous with “Conscious Beauty”. It bridges the gap between two previously opposing worlds: outer beauty and inner wellbeing. As a sustainable brand, gitti is internationally established with an active social media community. This rapid growth of its community shows that the gitti brand and its mission are really striking a chord with the target group.I think it is basically about empowerment. Standing on the side, cheering people on and trusting them that they can do things that they perhaps did not think they could do themselves. In the companies I worked for, I understood conceptually what is necessary for hiring the best talents with the right capabilities and potential. That is crucial for a start-up. In the end, the best team masters every challenge down the road.
I was really lucky to be able to learn an incredible amount with regard to leadership issues, managing teams and dealing with large, complex projects, and perhaps also the issue of resilience.
The challenge was definitely to find the right partners to make our first product, a 55% water-based nail colour. Finding the lab that will embark on this experiment and journey with gitti took time and also involved many setbacks. We develop the formula and produce everything in Europe.
We have two formulas:
1) based on water, easy application (even for people who are not used to their nails by themselves) and no nasty smell
2) plant based, long lasting, with a shiny gloss and high coverage
Both nail colours use different formulas for a different purpose. An Ultra V lamp can cause damage to health, due to light exposure.
We have already launched a small care series with nail oil and serum, a hand cream and a 100% natural nail polish remover. And we have planned some new product launches for the rest of this year. So, you should buckle up, because gitti comes with a lot more than just nail polish.
With gitti, we want to revolutionize the beauty industry and contribute to a rethinking of the entire value chain. We see that the food industry is already rethinking and acting, but the beauty industry is still in its infancy – especially when it comes to packaging.
We want to change that through innovative products and education about a conscious beauty routine.
We have already launched a small care series with nail oil and serum, a hand cream and a 100% natural nail polish remover. And we have planned some new product launches for the rest of this year. So, you should buckle up this year, because gitti comes with a lot more than just nail polish.
With gitti, we want to revolutionize the beauty industry and contribute to a rethinking of the entire value chain. We see that the food industry is already rethinking and acting, but the beauty industry is still in its infancy. Especially when it comes to packaging.
We want to change that through innovative products and education about a conscious beauty routine.
At the moment, we are focussing on our own Online Shop as a sales channel, which works really well. We are working with Shopify and are very happy.
We have built a community that is very connected to us. They are checking in on our channels and giving us a lot of feedback as well, I am very grateful for that.
gitti is also presented in some leading Department stores such as THE STORE at Soho House Berlin and LeBon Marche in Paris.
This was the best decision ever. I was very lucky to get the chance to take part in such great programmes.
The first accelerator was Grace long before gitti was on the market. It was only an idea, but filled with a lot of passion and research for the topic. The various networks I am in thanks to these programs are irreplaceable for me. I benefit from it again and again and am very grateful for it.
I can really only recommend taking part in an Accelerator program. As a start-up, it is also always about getting better and learning. For this you need strong partners – like these programs – from whom you can learn a lot.
It is very important to have a strong vision and a mission with purpose. As a founder, what we want to achieve with gitti is to revolutionise the beauty industry!
I think it is important to do your homework before starting talking with VCs. What can they bring to the brand? What is their mindset? Does that fit with gitti?
We are very proud that just now we have closed a Series A round with 6,9 million Euros with existing investors and XAnge as a new international partner.
The lead investor is the Paris and Munich-based venture capital firm XAnge, which supports visionary founders with strong values and ambitions in their international roll-out. Existing partners btov and Grazia Equity are also back on board and are further increasing their investment.
We are so pleased and proud that within less than one year after our first financing round we could now close this Series A round. This will allow us to focus our attention on ramping up internationalisation and extending our product range.
With XAnge, we now have a partner by our side who shares our values and is helping us to push ahead with our vision. Despite the current circumstances caused by the coronavirus crisis, in 2020 we increased our revenues by 1,200% compared to the previous year.
Of course, there are ups & downs every day. Founding a start-up is like riding a roller coaster, it always goes up and down.
The downs are also important. It is when I learn the most and can really take a run-up for the next high. As an example of a low, there is the story of our very first batch arriving and the bottles were only half full.
An absolute high is seeing our community grow. We already have more than 150,000 happy customers, who have joined our Conscious Beauty movement.
In their own online magazine “the good good”, the company explains the benefits of natural cosmetic products and, with in-depth articles, shows its readers how to incorporate “Conscious Beauty” into their lives. If you are inspired and wanna read more about Jennifer Baum-Minkus and gitti check out their website and Instagram. For more inspiring stories, check our Online Magazine out and let us know your thoughts. Become a member of our female entrepreneurs’ community and academy today.
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The mission of gitti is clear: to revolutionize the beauty industry with innovative products that are better for customers and the planet. This starts with better ingredients and continues through production and packaging. gitti takes the entire value chain into account. And it works to improve it step by step.
The company is synonymous with “Conscious Beauty”. It bridges the gap between two previously opposing worlds: outer beauty and inner wellbeing. As a sustainable brand, gitti is internationally established with an active social media community. This rapid growth of its community shows that the gitti brand and its mission are really striking a chord with the target group.The challenge was definitely to find the right partners to make our first product, a 55% water-based nail colour. Finding the lab that will embark on this experiment and journey with gitti took time and also involved many setbacks. We develop the formula and produce everything in Europe.
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