Kriti Sanon’s skincare brand HYPHEN crosses ₹400 crore in sales
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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.
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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.
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