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Known among beauty insiders as the pioneering leader in luxury eco-friendly nail polish, the quick success of Priti NYC can be attested to it's founder, Kim D’Amato. The idea behind Priti NYC came alive during her pregnancy. D'Amato made a conscious effort to switch to organic foods and health products, yet couldn't seem to find a way to beautify herself in the same natural manner. Since it's launch, the brand has expanded to include non-toxic nail products such as its nourishing yet effective Soy Nail Polish Remover.