Fortune India MPW 2026: Kriti Sanon eyes global expansion for Hyphen; says product, not celebrity, is the real star

From an engineering graduate to the reigning queen of the silver screen, Kriti Sanon has set her sights on taking her skincare brand Hyphen global, saying her ambition is to build a consumer brand that stands on the strength of its products rather than her celebrity status.

Speaking at Fortune India's Most Powerful Women (MPW) 2026 event in Mumbai on Friday, actor-entrepreneur Sanon said she wants Hyphen to become a globally recognised brand and believes lasting success in the consumer business depends on product quality, not star power.

“I'd be proud to leave behind Hyphen that tomorrow the neon bottle will be on every shelf. Not because it's my brand, but because it's a brand that people love. I think that's my dream... and taking it global."

She said that international expansion is also on the cards. "Soon, I hope. I mean, we're in the right direction right now. I think there's a lot of work to do for sure. There are so many other products that we want to create. But yeah, it'll happen."

'I'm here as a co-founder and as a partner'

Sanon, who co-founded the skincare startup in 2023, said she has been deeply involved in every aspect of building the brand, from product development to branding and strategy, rather than merely lending her name as a celebrity founder.

"I'm not here as a celebrity. I don't want to be treated as one, too. I'm here as a co-founder and as a partner. And I want to be involved in every little thing."

She said she personally tests product samples and works closely with the company's research and development, sales and marketing teams.

"Whether it is the name that I came up with or the kind of products that we want to create or the vibe of the brand, I'm the guinea pig who tries every sample on my skin... I don't want to be okay just giving my name and trying to make money out of a brand."

Celebrity endorsements alone are not enough

Rejecting the notion that celebrity endorsements alone can build a successful consumer business, Sanon said customers ultimately return only if the product delivers.

"See, it can help only if your product is good. It can't help if your product is not good. So your product is the main star."

She said consumers today are discerning enough to distinguish between genuine founder involvement and promotional endorsements.

"I think audiences are too smart and they see through bullshit. And I feel that they can see that they don't use their brand. So I feel you can't cheat them. And you can't cheat them with the products."

Highlighting Hyphen's customer retention, Sanon said repeat purchases are driven by product performance rather than celebrity appeal.

"For Hyphen, we have more than 50% of repeat customers. Those repeat customers won't come for me. They'll come for the product," she said.