Kriti Sanon Ventures Into Beauty Biz, Launches Her Skincare Brand 'Hyphen'

 Bollywood diva Kriti Sanon has forayed into the beauty business and joined the likes of Deepika Padukone. The ‘Heropanti’ actor has launched her own skincare brand called ‘Hyphen’.

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Kriti Sanon gave herself the best birthday present ever by launching her own skincare brand ‘Hyphen’. On Thursday, July 27, 2023 the ‘Shezada’ actor announced that in collaboration with PEP Technologies, the parent company of mCaffeine Sanon officially unveiled her very own skincare brand called ‘Hyphen’.

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The collaboration aims to leverage mCaffeine’s expertise in the realms of research and development, marketing, supply chain, distribution and digital marketing combined with Kriti Sanon’s influence and passion for the skincare business. Hyphen as a brand has stated that it aims to provide consumers with simplified and realistic skin care solutions making skincare journeys effortless, affordable and achievable for everyone. Hyphen essentially seeks to merge the power of nature with the potent force of science and offers multi-purpose products that simplify daily skincare routine for all the skincare junkies.

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PEP Technologies has signed up to make an initial investment of ₹ 30 crores in Kriti’s skincare business venture Hyphen that is the majority shareholder in the brand.

Hyphen derives its name from the concept of hyphenation that symbolizes the ability to go beyond what is considered standard or normal. The brand also encourages individuals to embrace their unique beauty and achieve more by embracing the power of hyphenation.

According to the company’s statement, “Kriti Sanon’s role in the brand goes way beyond being the co-founder since the actor will also serve as the chief customer officer. Her responsibilities will include overseeing the development and implementation of strategies to enhance the overall customer experience and satisfaction.”

Quoting the co-founder and chief growth officer Vaishali Gupta, “Hyphen’s vision is ambitious and aims to become the fastest growing 100 crore direct to consumer skincare brand in India.”

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The brand has launched three essential daily products, the ‘Barrier Care Cream’ available in two variants catering to different skin types, ‘Golden Hour Glow Serum’ and the ‘All I Need Sunscreen SPF 50++++’. The products will be available in 18000 pin codes from the time of its initial launch.

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Kriti Sanon expressed her excitement during the brand’s launch and stated that skincare has been her passion since a young age and that Hyphen is a perfect mix of her passion and entrepreneurship.

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