What is it and what's the USP? It's a luxury nail brand by New York manicurist, Kim D'Amato who came up with the idea during her pregnancy when she adopted organic foods and health products but was concerned about some of the ingredients found in most nail polishes.
Kim's nail polishes are described as "5 Free & Vegan", meaning that they are free from toluene, dibutyl phthalate, formaldehyde, formaldehyde resin and camphor. A-listers such as Cameron Diaz and Stella McCartney love them (Kim's connections are top notch; she has worked with designers such as Donna Karan, Acne Studios and Proenza Schouler). (£12, pritinyc.co.uk)
How new is it? It launched this month in the UK.