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Trust Fund Beauty is a new cheekily-named nail polish brand with a softer story behind it. Owner Samara Granofsky was inspired to create nail polish free of toxins when her mother was undergoing chemotherapy and wasn’t able to use traditional, potentially hazardous beauty products because of the treatments. After her mother passed, Granofsky used her trust fund to start her own brand.

A self-described “Rich Bitch,” the 30-year-old entrepreneur wanted to create a line that she and her polish-obsessed friends would love. The formulas are cruelty-free and free of the five most common polish toxins (5-free): formaldehyde, formaldehyde resin, camphor, toluene and dibutyl phthalate. Each polish also has a witty name because, as she says on the brand’s site, she and her friends will put a polish down if they don’t like the name. Each collection is a limited edition and colours will change seasonally so if you love a shade, you have to grab it while you can.

The brand is all about giving every woman — no matter her income or wealth — a piece of the celebrity or luxury lifestyle while staying healthy. Granofsky has plans to expand the line to include natural foundation, eye shadow and other beauty products.

trust-fund-beauty

From left: Trust Fund Beauty in Sex Tape, $15 and Trust Fund Beauty in Gossip Mag, $15, both trustfundbeauty.com
Nail Polish

6 more 5-free polish brands to try, clockwise from top left: Obsessive Compulsive Cosmetics Nail Lacquer in Nearly Neon Green, $12, sephora.comJinSoon Nail Lacquer in French Lilac, $22, sephora.comDior Vernis Nail Lacquer in Riviera 537, $25, sephora.comChanel Le Vernis Nail Colour in Dragon, $28, thebay.comRGB Cosmetics “Peacock” Nail Polish, $17, freshfaced.caHopscotch Kids Watercolors Nail Polish in Strawberry Shortcake, Huckleberry Pie, $9.99, well.ca