ABOUT
Unlike some of your relationships we are non-toxic and cruelty free.
We are an “indie” brand with an edge and a purpose… to bring out the inner rich bitch in everyone no matter what your financial situation is. We want you to not just wear a colour but wear a statement on your nails. We are a brand with an attitude that sources our polish from Denmark and the USA. We are a lifestyle in a bottle and simply put amazing.
BEHIND THE BRAND
As a lover of the finest things life has to offer, Samara Granofsky created Trust Fund Beauty out of a desire to bring out the rich bitch in everyone. A skilled shopper who never denies herself the pleasure of “one in every colour”, Samara is a self-proclaimed polish addict, so the idea to start a luxury line of high-end, collection-themed polishes was a no-brainer. Why? “I'm changing polishes two or three times a week. No matter what my weight, hair or skin is doing, my nails are always awesome. It's my constant”, she explains.
Launching in February 2014, Trust Fund Beauty is a line of carefully curated colours from tongue-in-cheek collections like “Heiress”, “Prenup” and “Celebutant”, to name a few. Shades range from pearlescent nude to petal pink, from screaming reds to radiant orchids, and everything in between. But what else makes the line stand out? Well, for one, the polishes are not only gorgeous and long-lasting, they also have witty, unique names like 'Epic Tantrum', 'Stole your Man', 'Sex Tape', and 'Do you know who my Father is?'. This was especially important for Sam and her friends, who will “put a nail polish down if they don't like the name of it.” Trust Fund Beauty is marketed to fabulous, smart women, so it's only logical that the names of the polish be whip-smart and funny, instead of hippy-dippy or boring and flowery.
For another thing, Trust Fund Beauty polishes are 5-free, which means you're not dipping your pretty hands in gross toxins like formaldehyde, Dibutyl Phthalate, and Camphor, among others. No idea what those mean, or even how to pronounce them? Exactly why Samara kept them out. You don't have time to research such things, so she did it for you. When Samara's Mother got Cancer, she still wanted her nails to look amazing, but wasn't interested in the non-toxic options available, because they just seemed so “tree-hugging” and “flower-child-esque”. She wanted something edgier, something more modern. This was part of Sam's inspiration to create a luxury, tongue-in-cheek line that also happened to boast 5-free status.
INTERVIEW WITH SAMARA GRANOFSKY
When did you start tfb?
The idea has been brewing for about a year but we officially launched in Feb of 2014
What inspired you to create a nail polish line? (Why nail polish)
Admittedly, I am pretty polished obsessed. I’m changing polishes two or three times a week at least. But hey, no matter what my weight, hair or skin is doing, my nails are always awesome. It’s my constant.
So now with Trust Fund Beauty, I’m bringing my creative vision to new colour collections in every season. It’s kind of amazing, actually - making the stuff is almost as big a thrill as buying it.
The thing is, I created this line for me and my friends – people who will put down a bottle if they don’t like the name of the polish. So I’m giving them names you’ll remember. I also wanted it to be non-toxic and ethical, because it’s the right thing to do and I love animals.
I wanted to create something that I appreciate as a lover of fine things. They say you should do what you know – and I know how to blow a bundle on wicked fashion stuff. When I shop, I’m like “Give me one in every colour”. I enjoy the thrill of it.
So, I thought – what could I create that could bring out the Rich Bitch attitude in everyone? What’s one thing all the women I’d want to have as my clients would all buy? From there, it was easy.
Why is it important to you that the polishes are non toxic?
The reason I went 5 free was because water-based polish took too long to dry and I wanted to create something that allowed people with health issues, skin sensitivities, children etc to use that was non toxic. On a personal note when my mother was going through chemotherapy she wanted to wear a non toxic polish from an edgy brand.
What sets tfb apart from brands? Why should women choose tfb?
We stand apart because our product isn’t just a finely crafted cosmetic featuring the hottest colour of the season, we’re also doing it our own way.
Trust Fund Beauty’s attitude towards life and fashion is that you should be unapologetically fabulous and that its ok to be edgy and have a sense of humor. We do Sassy not Bitchy. I’m giving people access to a piece of a lifestyle of luxury and indulgence that basically anyone can treat themselves too if they want it. No matter what your socioeconomic status is you can buy a piece of luxury.
Your Polish has descriptions beside them. Why?
We are creating a lifestyle brand and every colour name has a meaning. We just chose to spell it out in a tongue and cheek way.
Why the rich bitch theme? How/when did that idea come to you and what does it mean to you? (Dig. There has to be something behind this. Are you Celeb obsessed? Have you always wished you were a rich bitch yourself?) There has to be something behind this theme.
I am a Rich Bitch who is sarcastic and is able to laugh at herself. I am also edgy. This brand has its tongue firmly implanted in its cheek. Also I feel like we are in a celebrity/rich person obsessed society. I am an in your face person so this is an in your face brand even though you may not be a Trust Fund baby, you can buy a piece of the lifestyle. Each colour has a name and a story about the woman who’s buying it. It’s your little window in to the world of the obscenely wealthy.
What are the best things about tfb?
Everything….. And I love our packaging.
What makes tfb non-toxic?
Science. We made the polish without a bunch of nasty chemicals used in competing products. It’s better for you. Its also ethical. We don’t test on animals or use animal byproducts.
What's the message you ultimately want to get across with tfb?
That you can have a high quality non toxic ethical product that is edgy. You can wear an attitude.
Anything exciting in the works?
Always! I would also like to expand into natural foundations, eye shadows and other beauty products so stay tuned!
INGREDIENTS
Butyl Acetate, Ethyl Acetate, Nitrocellulose, Acetyl Tributyl Citrate, Adipic Acid/ Neopentyl Glycol/ Trimellitic Anhydride Copolymer, Isopropyl Alcohol, Stearalkonium Bentonite, Acrylates Copolymer, Styrene/ Acrylates, Copolymer, May Contain: Benzophenone-1,CI 77891, CI 19140, CI 15850, CI 15850, CI 15880, CI 77491,_CI 77499, CI 77510, CI 77163 Polyethylene Terephthalate, Aluminium Powder, Mica, Dibenzoate