Kriti Sanon is blowing out birthday candles this week with more than just film accolades to her name. Her skincare label, HYPHEN, has quietly crossed a massive ₹400 crore in gross sales becoming one of the few celebrity-backed brands in India to actually walk the talk.
Launched just two years ago, HYPHEN didn’t ride in on red carpets or rely on glam. It scaled through strategy, consistency, and a co-founding team of engineers, including Kriti herself. That’s right—before she was walking runways and film sets, she was solving equations. Now, she’s built one of the country’s fastest-growing D2C brands, reaching over 19,000 pin codes and growing its customer base from 1 million to 4 million in just a year.
What’s even more telling? Nearly 60% of those customers are coming back. In an industry where retention is a blood sport, that kind of loyalty speaks volumes.
Kriti doesn’t just endorse the brand—she lives it. She’s been involved in product ideation, branding decisions, and even community feedback loops. “Watching HYPHEN evolve from a ‘what if’ to a household name has been surreal,” she shared in a note celebrating the brand’s second anniversary. “It’s deeply personal. Every little win feels like home.”
Built on the promise of science-meets-nature, HYPHEN has managed to keep its formulas clean, its prices friendly, and its audience wide. It’s not a luxury line hiding behind celebrity status—it’s skincare that’s clear about what it offers and who it serves.
While celebrity ventures often fade as quickly as they trend, Kriti Sanon’s story reads differently. She’s not here for the novelty of it. She’s building a brand that’s doing the work. And judging by the numbers, HYPHEN’s just getting started.
