Published in Plaid Magazine Online, March 2011
Photo provided by Priti NYC
Priti NYC polishes are made for the perfect manicure, but beautiful results aren’t all you can expect from this conscientious line. Kim D’Amato first launched the polishes for use only in her New York spa, and she later sold them to clients who became hooked on the luxury beauty brand that was safe to use, too. Now, Priti NYC has expanded to include other nail and skin care products that follow the same high quality standards to preserve the environment and protect our bodies, and are available worldwide.
“Priti” in Sanskrit has many meanings linked to pleasurable sensations, including love and satisfaction. D’Amato liked the play on the word “pretty”, and of course what it stood for. “After I [searched] its meanings I knew it was the perfect name for my spa.”
D’Amato’s initial interest in starting her business came from a personal place. “Priti Organic Spa was inspired by my pregnancy with my daughter, and the search for the ability to beautify a woman without the use of those nasty chemicals,” she says. “Priti NYC is an extension of that idea, [both] influenced by love…Now I am am selling all over the world and collaborating with many different companies and designers. It has been an incredible journey so far. And I thank all my clients for their belief in my brand.”
The ethos behind Priti NYC has also appealed to the A-list of fashion design, as D’Amato has collaborated with Stella McCartney, Thakoon, G-star, and Tommy Hilfiger to create signature shades for their runway shows. “I mix all my colours until I come up with a colour they love. My 16-foot table looks like a paint store at the end of it.”
Aside from being chic, the extent to which Priti NYC products are created is impressively sound. Manufactured in the U.S., the formulation has a focus on creating ‘three-free’ products. “We do not use DBP formaldehyde, toluene or camphor. [The products] are not tested on animals and can be considered vegan.”
D’Amato perfects her products until they have been stripped down to their most natural state. After six trials, the Priti NYC Remover is soy based, 100% biodegradable and “cleaner and greener.” She recently created remover wipes which will be available in the spring. “One wipe removes ten fingers and toes.”
Originally from Australia, D’Amato currently resides between Paris and New York. The Priti polish colour palette is influenced by the many places she travels to in search of unique and beneficial ingredients. All of the polishes are named after the colours of beautiful flowers that they resemble. With names like White Ballet Dahlia, Pink Jewel Carnation, and Ballerina Peony, the shades evoke summery sweetness – something we could all use this time of year.
In addition to polishes, Priti NYC has created a range of products to safely beautify, including rosemary and mint organic foot spray, bath soap, hand and foot cream, sugar scrub and a crystal glass nail file. These products, as well as packaged groups of polishes, are conveniently available for purchase as kits.
D’Amato has just released her spring collection, influenced by the pastel colours of Ladurée Macaroons, one of her favourite bakeries in Paris. She anticipates the orange and blue shades to be most popular with her fans. “Everyone loves them.” One look at a perfectly polished Priti NYC hand, and you’ll no doubt love them too.
Priti NYC can be found at EYE LOVE Makeup in Toronto