Jennifer Baum-Minkus is an entrepreneur, founder, and CEO of gitti, and is one of the defining voices in modern entrepreneurship, brand building, and leadership within the beauty and consumer industries.
after several years at international corporations such as Henkel and Coca-Cola, she made a conscious decision in 2019: to exit the corporate world in order to rethink a category that had long been considered interchangeable and purely decorative. the starting point was challenging. nail polish was seen as a difficult-to-explain impulse product that was hard to market online and heavily dependent on brick-and-mortar retail.
with gitti, Jennifer Baum-Minkus disproved these very assumptions. she developed a new approach to nail beauty. moving away from purely decorative color toward consciously formulated products. from a clear direct-to-consumer focus, she built an omnichannel brand that is now established both digitally and in physical retail.
as a solo founder without a traditional industry background, Jennifer Baum-Minkus built not only a company but also a corporate culture that combines value-based leadership, entrepreneurial clarity, and personal growth. her leadership style is clear, transparent, and people-centered, with a long-term view on healthy development and economic responsibility.
for her entrepreneurial impact, she has received numerous awards, including Top 40 under 40 (Capital), Top 50 Emerging Beauty Leader (UK Parliament), 100 Macher (Business Punk), and 100 Voices (W&V).
