Two Years of Hyphen: Kriti Sanon’s Skincare Brand Hits ₹400 Crore Milestone.

Two Years of Hyphen: Kriti Sanon’s Skincare Brand Hits ₹400 Crore Milestone

A Milestone Worth Celebrating

On her 35th birthday, celebrated in style in St. Tropez, Kriti Sanon marked not just her personal milestone but also the second anniversary of HYPHEN, her skincare venture. The brand has now crossed an impressive ₹400 crore in gross Annual Recurring Revenue (ARR) within just two years of its launch in July 2023.

Phenomenal Growth Trajectory

• Year 1 (launch to 1st anniversary): HYPHEN generated about ₹100 crore in gross revenue.

• Year 2 (1st to 2nd year): It added another ₹300 crore, tripling its revenue to reach ₹400 crore .

Consumers Across India

HYPHEN’s reach has also expanded dramatically:

• From 1 million to 4 million customers in one year.

• Today, it serves customers in over 19,000 pin codes across India.

• The brand boasts a high 60% repeat purchase rate, reflecting strong loyalty.

The Strategy Behind the Success

HYPHEN’s ascent isn’t just about celebrity power—it’s rooted in solid strategy and execution:

1. The “Three Cs”: A data-driven framework focusing on Consumer, Category, and Channel to guide product creation and distribution .

2. Consumer-First Innovation: Products are co-created with direct customer feedback on ingredients, textures, and efficacy—a central pillar of their R&D strategy .

3. Streamlined Backend & Supply: Leveraging the infrastructure and expertise of Pep Brands (parent company of mCaffeine) enabled efficient logistics, quick-commerce reach, and robust manufacturing .

Voices from the Brand

• Tarun Sharma, Co‑founder & CEO, sums it up well:

  “When we launched mCaffeine, there were 9,800 brands in India. By the time we started HYPHEN, that number had exploded to 71,000. Today’s landscape is cluttered, where you need more than just a good product. You need to understand the consumer, create a category and choose the correct sales channel…” .

• Kriti Sanon, Co‑founder & Chief Customer Officer, added:
  A “personal and fulfilling journey… surreal” to see her vision grow into a brand that consumers trust and love—and she pledged, “this is only the beginning”.

What’s Next?

With a target of ₹500 crore revenue by 2027, HYPHEN is already ahead of schedule . The brand plans to expand into newer skincare categories like facewash, continuing its core ethos of consumer-driven innovation and value pricing.

Why This Story Matters

Key Insight	Why It Matters
Rapid Scale	From ₹0 to ₹400 crore in two years is exceptional in crowded D2C beauty market
Founder Involvement	Kriti’s involvement goes beyond endorsement—she’s deeply engaged in product testing and strategy
Authentic Positioning	The brand avoids flashy gimmicks; instead builds trust with clean, affordable skincare grounded in data and quality

Final Thoughts

Hyphen’s journey is a standout case study in how a celebrity-backed brand, when paired with purpose-driven strategy and execution, can rise above the clutter. Kriti Sanon’s story isn’t just about fame—it’s about smart entrepreneurship, consumer empathy, and building lasting trust.

As Kriti herself says, this is “only the beginning.” If the first two years are any indication, HYPHEN is poised to stay a major player in India’s skincare revolution.