Bollywood actor Kriti Sanon’s skincare brand HYPHEN crosses Rs 400 Cr in revenue

Bollywood actor Kriti Sanon’s skincare brand HYPHEN has crossed a revenue of Rs 400 crores. In just two years, the actress-turned-entrepreneur has formed a loyal customer base boasting a 60% repeat rate.

In her birthday week, Kriti has another big reason to celebrate.

Serving over 19,000 pin codes across the country, the skincare startup’s consumer base has seen a staggering 4X growth, growing from 1 million last year to 4 million this year alone.

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About Kriti Sanon and her skincare brand HYPHEN

The superstar actor is an engineer by education, who partnered with six engineers to create the fastest-growing D2C brand that attained ₹400 crore in gross sales within a short span.

Kriti said, “The past two years have been nothing short of incredible. Building HYPHEN from scratch has been one of the most personal and fulfilling journeys of my life. Watching it grow from an idea into a brand that so many of the consumers now trust and love — still feels surreal. I am so grateful to every single person who has believed in us and has chosen to HYPHEN us in their lives! This is only the beginning, where we continue to hyphen skincare with innovation and grow alongside a community that makes it all so worth it. Happy 2 years to us!”

HYPHEN’s unique feature is its strong blend of science-backed formulations, nature-powered ingredients, and affordable pricing, a combination that has resonated with Indian consumers.

Also, Kriti has been actively involved with her brand, which helped it reach the masses.

From sunscreens to face serum, lip balm, face mask, face cleanser, moisturiser, HYPHEN has a wide range of products. Furthermore, the range of products offered by the brand is clinically tested and 100% vegan.

Some of HYPHEN's new launches include Double-shot face serum, Ice dunk cooling face mask, Mango lip screen SPF 50 and Rice water brightening serum. 

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