Kriti Sanon has plenty to celebrate this birthday week, having successfully grown her skincare brand into one of India’s most notable celebrity-led ventures in just two years. With a strong engineering background, she partnered with six engineers to build a direct-to-consumer brand that has quickly gained traction in the competitive beauty market.
The brand’s growth has been impressive, crossing Rs. 400 crore in revenue and boasting a 60% repeat customer rate. It now serves over 19,000 pin codes across India, with its consumer base expanding from 1 million last year to 4 million this year. Kriti’s active involvement has been key to shaping the brand’s direction and operations.
Reflecting on the journey, Kriti said, “Building HYPHEN from scratch has been one of the most personal and fulfilling experiences of my life. Watching it grow from an idea into a trusted brand still feels surreal. I’m grateful to everyone who has supported us this is just the beginning as we continue to combine skincare with innovation and grow with our community.” The brand focuses on science-based, plant-powered formulations at accessible prices, which has helped it connect with a wide audience across India.
