Brand profile · Germany
gitti Revenue, search volume and competitors 2026
Berlin conscious beauty brand (2018) known for vegan nail polish, sold at Douglas and dm; 2020 Lions deal fell through, later VC-funded.
Fact sheet
- Founded
- 2018
- Founder
- Jennifer Baum-Minkus
- Headquarters
- Berlin
- Company
- gitti GmbH
- Employees
- über 20 (2020)
- Die Höhle der Löwen (German TV show)
- Yes, season 8 (2020)
- Deal on the show
- Yes
- Investors on the show
- Judith Williams, Dagmar Wöhrl
- Deal closed after the show
- No
- Funding
- Venture capital backed
- Investors
- Grazia Equity, Btov Partners, Beate Fastrich, Christoph Honnefelder, Mirko Caspar, Christoph Cordes, Auxxo Beteiligungen
- Funding rounds
- 2020: Seed, 3 million €; 2021: Series A, 6,9 million €; 2024: Nachrangige Wachstumsfinanzierung (Crowd, 8 % p. a.), 1,5 million € (Volumen)
Background and milestones
Jennifer Baum-Minkus left her corporate career at Henkel and Coca-Cola at the end of 2017 and founded gitti without prior founding experience, named after her mother. The idea was a vegan, low-odour water-based nail polish.
- 2018
gitti founded in Berlin.
- 2019
Online shop launched in April, first collection sold out in two hours.
- 2020
Appearance on Die Höhle der Löwen on 31 Aug 2020, all five Lions interested, deal fell through after the show.
- 2020
Seed round of 3 million euros with Grazia Equity, Btov Partners and business angels.
- 2021
Series A of 6.9 million euros.
SWOT analysis of gitti
Editorial assessment based on the sources listed and the radar data.
Strengths
- Vegan, PETA-certified products with a clear conscious beauty positioning.
- Broad distribution via its own shop, Douglas and dm.
- Funding from Grazia Equity, Btov Partners and business angels from the beauty and e-commerce industries.
Weaknesses
- The Lions deal with Williams and Wöhrl did not close.
- The 2024 revenue figure is a management plan value, not an actual.
Opportunities
- Expansion of gel nail systems and further categories such as make-up and skincare.
- International growth, especially in the USA, is planned according to the financing documents.
Threats
- Strong competition in the nail and natural cosmetics market.
- Dependence on retail and additional debt from the subordinated bond with 8 percent interest.
What is behind the demand?
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Sources
Frequently asked questions about gitti
How much revenue does gitti make?
gitti generated around 13 million € (Planwert des Managements) in revenue in 2024 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded gitti?
gitti was founded in 2018 by Jennifer Baum-Minkus. The company is based in Berlin.
Was gitti on Die Höhle der Löwen?
Yes, gitti appeared on the German TV show Die Höhle der Löwen in season 8 (2020). The show ended with a deal with Judith Williams and Dagmar Wöhrl. The deal fell through after the show.
Is gitti backed by venture capital?
Yes, gitti is backed by venture capital. Investors include Grazia Equity, Btov Partners, Beate Fastrich, Christoph Honnefelder, Mirko Caspar, Christoph Cordes and Auxxo Beteiligungen. Known funding rounds: 2020: Seed, 3 million €; 2021: Series A, 6,9 million €; 2024: Nachrangige Wachstumsfinanzierung (Crowd, 8 % p. a.), 1,5 million € (Volumen).
How much does gitti spend on marketing?
gitti does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less gitti has to pay for each visit.
How much revenue does gitti make through Google?
The model estimate combines brand searches and organic traffic of gitti with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know gitti) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of gitti be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of gitti after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for gitti.
Want to make your own brand this visible?
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