Google

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

/1 min read

ADVERTISEMENT

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.
Kriti Sanon’s skincare brand HYPHEN crosses ₹400 crore in sales
While celebrity-founded beauty labels are common in India, few have achieved sustained scale or consumer trust. 

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.

fortune magazine cover
Fortune India Latest Edition is Out Now!
Global Brands, Indian Sheen

October 2025

As India’s growth story gains momentum and the number of billionaires rises, the country’s luxury market is seeing a boom like never before, with the taste for luxury moving beyond the metros. From high-end watches and jewellery to lavish residences and luxurious holidays, Indians are splurging like never before. Storied luxury brands are rushing in to satiate this demand, often roping in Indian celebs as ambassadors.

Read Now

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.

Fortune India is now on WhatsApp! Get the latest updates from the world of business and economy delivered straight to your phone. Subscribe now.