Two years after its launch, actor Kriti Sanon’s skincare brand HYPHEN has crossed ₹400 crore in gross sales, becoming one of the fastest-growing celebrity-led direct-to-consumer (D2C) brands in India’s competitive beauty segment.

Co-founded by Sanon and a team of engineers in 2023, HYPHEN has grown its user base to over 4 million, with a 60% repeat purchase rate, the company said. It currently delivers to over 19,000 pin codes across India.

While celebrity-founded beauty labels are common in India, few have achieved sustained scale or consumer trust. HYPHEN’s growth comes at a time when global brands, homegrown startups, and other celebrity ventures are competing for attention and market share in the ₹20,000-crore Indian beauty and personal care market.

The brand positions itself around science-backed, affordable skincare, and appears to have found resonance with younger consumers who prioritise efficacy and price accessibility over celebrity affiliation.

Sanon, who holds an engineering degree, has played an active role in the company’s development, according to the founders. The actor called building the brand a “personal and fulfilling journey” in a statement marking its second anniversary.

HYPHEN’s growth also reflects a broader shift in consumer behaviour, where brand loyalty is increasingly linked to product performance and transparency, rather than celebrity influence alone.