Hyphen is a modern skincare brand launched in 2023, co-founded by Bollywood actor Kriti Sanon in collaboration with an established personal care company. The idea was born during the COVID-19 lockdowns when Kriti, like many others, delved deeper into personal wellness and skincare.

Noticing the overload of single-ingredient serums and multi-step routines, she envisioned a solution that could simplify skincare without compromising results. The name "Hyphen" represents the connection between different approaches—science and nature, beauty and efficacy—combined into a single, effective product.

Kriti Sanon’s Role: More Than Just a Celebrity Face

Kriti Sanon isn’t just the face of the brand—she plays a proactive role as the Co-Founder and Chief Customer Officer (CCO). With her academic background in engineering and a deep personal interest in skincare, she actively participates in product ideation, testing, and customer experience strategies.

Kriti has emphasized the importance of creating products that genuinely work for consumers, rather than banking solely on her star power. Her involvement ensures Hyphen isn’t just another celebrity label, but a consumer-first skincare brand.

Product Philosophy: Multi-Benefit Skincare, Simplified

The brand’s philosophy centers around multi-functional skincare products that deliver multiple benefits in one bottle. Hyphen’s range includes formulations that combine ingredients like ceramides, peptides, arbutin, and vitamin C to offer solutions for hydration, brightening, sun protection, and skin barrier repair.

Rather than overwhelming customers with complicated routines, the brand offers simplified yet potent solutions. All products are vegan, cruelty-free, and come in eco-conscious packaging, aligning with growing consumer preferences for clean and ethical beauty.

Initial offerings include:

Glow-enhancing serums
Barrier-repair moisturizers
SPF 50 sunscreen
Peptide-infused lip balm with sun protection
Cooling face masks and gentle cleansers

The products are priced affordably within the mass-premium range, making them accessible to a wider consumer base without compromising on quality or performance.

Business Strategy: Digital-First and Customer-Centric

Hyphen launched as a direct-to-consumer brand, focusing on online platforms, social media marketing, and real-user engagement. Kriti often appears in brand communications, sharing her skincare journey and reinforcing authenticity. The strategy relies on transparency, feedback, and community-building rather than flashy advertising. The brand also integrates user reviews and iterative product development based on real-time feedback.

Despite being relatively new, Hyphen achieved notable business success quickly, reportedly crossing significant revenue milestones within its first year. The company attributes this to a strong product-market fit, effective digital marketing, and a unique brand story that resonates with younger, skincare-savvy audiences.

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Growth, Challenges, and the Road Ahead

Like any entrepreneurial venture, Hyphen faced its share of challenges—ranging from packaging delays and last-minute logistic hurdles to balancing design aesthetics with cost. Kriti has openly shared the brand's behind-the-scenes struggles, reinforcing her credibility as a founder genuinely involved in the process. These experiences helped build a resilient brand model centered on long-term sustainability rather than short-term gains.

Looking ahead, Hyphen plans to:

Expand its product categories
Potentially enter offline retail
Reach broader markets across India
Deepen R&D efforts for localized skincare solutions

A Purpose-Driven Skincare Brand

Hyphen stands out as a purpose-driven skincare brand that goes beyond the traditional mold of celebrity endorsements. With Kriti Sanon’s hands-on involvement, a well-thought-out product range, and a clear commitment to quality and sustainability, Hyphen is fast becoming a notable name in India's beauty industry. Its success serves as a blueprint for how celebrities can build authentic, consumer-focused businesses that deliver value—not just visibility.

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