Kriti Sanon Co-founds Skincare Brand Hyphen

By: WE Staff | Friday, 28 July 2023

Celebrity entrepreneur Kriti Sanon, known for her talent on the silver screen, is making waves in the beauty industry as she co-founds Hyphen, a premium skincare brand with a bold mission. Teaming up with PEP Technologies, the parent company of mCaffeine, Kriti aims to redefine skincare with a perfect blend of realism and affordability.

Hyphen's philosophy revolves around the power of nature and science, offering multi-purpose products that simplify skincare regimes for women across India. Kriti's active involvement as the Chief Customer Officer showcases her unwavering commitment to this revolutionary partnership.

The brand debuts with three essential daily products designed to empower women to look and feel their best. The Barrier Care Cream, Golden Hour Glow Serum, and All I Need Sunscreen SPF 50 PA++++ promise to be game-changers in the skincare industry, providing effective solutions to everyday beauty concerns.

With an initial investment of Rs 30 crore from PEP Technologies, Hyphen is poised for exponential growth, with PEP Technologies taking the lead as the majority shareholder. This unmatched partnership aims to fuel groundbreaking advancements, expand market reach, and drive unprecedented innovations, making Hyphen a force to be reckoned with.

Hyphen is committed to delivering powerful yet balanced and reasonably priced skincare solutions to women across the country. From the bustling cities to the remote corners, the brand's products will be accessible to beauty enthusiasts across 18,000 pin codes from day one.

Moreover, Hyphen's dedication to sustainability is evident as all its products are Vegan, PETA-certified, cruelty-free, and maintain a zero-plastic footprint throughout its operations. Kriti Sanon, with her strong sense of responsibility towards the environment, ensures that Hyphen aligns with ethical and eco-friendly practices.

Beyond its skincare prowess, Hyphen seeks to empower individuals to embrace their unique beauty. By breaking norms and hyphenating the skincare experience, the brand encourages women to have it all. Hyphen believes that every individual deserves personalized care and strives to instill confidence and self-love in all its customers.

Kriti Sanon's journey with Hyphen marks a significant moment in her entrepreneurial career. Collaborating with Team mCaffeine, Vaishali Gupta, Co-founder, and Chief Growth Officer, and other founding members of PEP Technologies, Kriti's passion for skincare and commitment to customer-centricity are reflected in the brand's ethos.

As Hyphen embarks on its transformative journey, Kriti Sanon and her team are set to revolutionize the beauty industry. With a focus on empowering women, providing realistic skincare solutions, and promoting sustainability, Hyphen is determined to make its mark as India's fastest-growing 100 Cr D2C skincare brand.