Startup Originals Team
In just two years, Bollywood actor Kriti Sanon’s skincare brand, HYPHEN, has taken the Indian beauty market by storm. The young direct-to-consumer (D2C) brand has crossed ₹400crore in gross revenue, standing out in a fiercely competitive sector dominated by both local and international brands. Backed by Kriti’s hands-on leadership and a unique blend of science-backed, nature-powered products, HYPHEN is setting new benchmarks for celebrity-led businesses in India.
The Birth and Rapid Rise of HYPHEN:
Launched in July 2023 by Kriti Sanon and Pep Brands (of mCaffeine fame), HYPHEN was created to bridge the gap between natural ingredients and modern science. The brand’s vision was simple-deliver effective, affordable skincare crafted for Indian consumers. Within its first year, HYPHEN hit ₹100crore in revenue. In its second, annual recurring revenue tripled, thanks to strategic expansion, innovation, and relentless consumer focus. Today, HYPHEN serves more than 4million customers across over 19,000 pin codes in India, with a repeat purchase rate of 60%-a testament to customer loyalty and satisfaction.
Kriti Sanon’s Active Role:
Unlike many celebrity-endorsed brands, Kriti Sanon is deeply involved as co-founder and Chief Customer Officer. She personally participates in product development, customer engagement, and feedback sessions. Kriti even regularly speaks with customers to refine HYPHEN’s offerings, ensuring the brand stays responsive to real consumer needs. Her involvement has been vital in building trust and authenticity for the brand.
Unique Brand Philosophy and Strategy:
HYPHEN’s success is built on a strategy the founders call the “Three Cs”: Consumer, Category, Channel. The approach revolves around:
- Listening to Consumers: Product concepts and improvements come directly from consumer feedback.
- Category Innovation: HYPHEN focuses on common (yet underserved) skin concerns with new product lines.
- Smart Channel Choice: The brand adopted a digital-first approach, selling through its online store and popular e-commerce/quick-commerce platforms. This gave them national reach while keeping costs-and prices-affordable.
Focus on Clean, Effective, and Affordable Skincare:
HYPHEN’s products are known for:
- Science-backed formulations: Each product balances potent actives with gentle, natural ingredients.
- Clinically tested & vegan: All products are cruelty-free, PETA-certified, and tested to be safe for all skin types.
- Affordable luxury: Prices start at ₹449, making quality skincare accessible for many Indians, not just luxury customers.
- Broad, practical range: From SPF 50 sunscreens and serums to barrier repair creams and tinted lip balms, HYPHEN addresses common Indian skincare needs, be it pigmentation, hydration, or barrier repair.
Hero Products and New Launches:
Some bestsellers in the HYPHEN lineup include:
- Lip balms and SPF lip screen
- Face serums (including double-shot and golden hour glow options)
- Rice water brightening serum
- Hydrating Ceramide Toner-Essence & Pillow Cream (part of their “Hydrating Essentials” range)
- Mango lip screen SPF50
- Ice dunk cooling face mask
With frequent product launches and expansion into new categories, HYPHEN aims to become a one-stop shop for everyday skincare solutions.
Strong Foundations and Future Ambitions:
HYPHEN’s strong backend, thanks to parent company Pep Brands, enabled rapid scaling, efficient supply chain, and robust research and development. The brand also achieved over 4.5/5 product ratings, with more than 1billion impressions and substantial market share in key segments like lip care.
Looking ahead, Kriti Sanon and her team are targeting ₹500crore by 2027 and are eyeing global expansion, showing no signs of slowing down their momentum.
Conclusion:
HYPHEN’s journey is more than just celebrity glamour; it is a masterclass in combining passion, data-driven strategy, and authentic engagement. By listening to its community and constantly innovating, HYPHEN has redefined what a celebrity-led brand can achieve in India’s booming beauty market. The brand’s story is still unfolding, promising even bigger things ahead for both Kriti Sanon and her loyal HYPHEN community.
