Tarun Sharma

About

Hard work, hunger, honesty, humility, and a dash of humour—this mantra of ‘5Hs’ is at the core of the entrepreneurial journey of Tarun Sharma, the master brewer of mCaffeine, India’s first caffeinated personal care brand. Armed with the confidence of scaling foodtech startup EatClub to 40 outlets and 900 employees in three years, Sharma’s enterprising spirit took shape in 2015 when he began a chain of salons. One thing led to another, and mCaffeine was born in 2016. The Indian beauty and personal care market is ingredient-first. Turmeric, neem, milk, and sandalwood are indispensable in many household products. But Sharma, 37, turned his attention to coffee after intensive scientific research. Coffee would also be culturally relevant to cater to the demands of a new India, he felt. The company’s financials back this conviction. Today, mCaffeine’s original coffee product line accounts for 60% of its sales, with over 50% repeat purchase rates. Buoyed by the brand’s success and a data-led foundation, positioning it at the intersection of science and nature, Sharma launched HYPHEN in 2023 with actor Kriti Sanon as the chief customer officer. Within a year, the company scaled to more than ₹100 crore, a rarity in the personal care startup space. mCaffeine and HYPHEN prioritise vegan, cruelty-free, plastic-positive, and gender-neutral products. Parent PEP Brands tracks over 10,000 data points related to customer behaviour for decision-making to enhance its brand strategy and innovation pipeline. With gross sales nearing ₹1,000 crore and IPO plans on the horizon, Sharma is building more than just a successful company—he’s crafting what he hopes will be India’s answer to L’Oréal.