BRANKA TOMIC‘s idea was so logical, it’s a wonder it hadn’t been thought of before: “One day, after having a rather in-depth conversation about nail polish with a coworker,” she says, “the idea for the first luxury nail lacquer brand dedicated to high fashion came to me.” With the help of her dapper brother, Rade, Branka combined her fashion background with her penchant for entrepreneurship (“I wasn’t cut out for the classic 9-to-5,” she says) to launch LVX, a nail lacquer line that releases collections inspired by or complementary to what’s coming down the runways each season.
And bonus: Branka’s also out to prove that you don’t have to sacrifice style to lead a healthy, do-gooder lifestyle. At a time when it seems all you hear about is the dangers of beauty products—shellac manicures destroying women’s nails, for instance—LVX is like a breath of fresh, healthy air. The brand’s formula cuts out all the harsh chemicals commonly found in nail polish—toxins with scary names like formaldehyde resin and camphor—but still remains chip resistant and long lasting.
And its not just humans Branka takes into account. “I’ve always had a love for animals,” Branka says. “I wanted to ensure that LVX would never have an adverse impact on them.” Thus every lacquer is vegan and cruelty-free, and last year, the brand donated 20% of the profits from two separate campaigns to PETA and the American Society for the Prevention of Cruelty to Animals.
Next month, LVX launches its spring 2014 collection. “I’m most excited for Orchid,” Branka says of an upcoming hue inspired by Pantone’s 2014 Color of the Year, Radiant Orchid. “It’s bright, very spring, and will be popping up everywhere.”
HEALTHY LIVING: Pauline Nordin’s Butt Bible Workout | Breakfast bowls and freshly squeezed juice from Meli Cafe in Greektown | Apples or bananas with almond butter—“It does the job of cutting cravings for sugary sweets!” | Rollerblading
BEAUTY SPOTS: manicures from NAS in Wrigleyville | haircuts from J Strand in Highwood—“Go see Vesna Stankovic. She’s been my stylist for more than 10 years and I would never trust anyone else with these locks!”
INDULGENCE: Chipotle—“I swear they put crack in the burritos!”
plus watch Branka sound off on more in our ART OF GOOD LIVING film: