If the current momentum continues, HYPHEN could soon be part of larger conversations around D2C success in India’s personal care space.
Kriti Sanon, better known for her presence in Indian cinema, seems to be scripting another kind of success story — this time in the skincare aisle. Her brand, HYPHEN, launched just two years ago, has reportedly crossed ₹400 crore in gross sales. The consumer base has shot up from 1 million last year to a striking 4 million this year, a 4X jump that hints at serious traction in India’s D2C (direct-to-consumer) market.
An engineering mind behind a beauty brand
What makes the story more interesting is that Kriti, an engineer by education, didn’t walk into this alone. She teamed up with six engineers to set up what is now being talked about as one of the fastest-growing skincare startups in the country. The brand is currently serving over 19,000 pin codes in India and claims a 60% repeat purchase rate — numbers that suggest growing trust and stickiness among its buyers.
Skincare with a different script
While celebrity beauty brands aren’t new in India, not many sustain beyond the launch buzz. What seems to have worked for HYPHEN is a blend of science-led formulations and naturally sourced ingredients — all without making consumers feel like they’re breaking the bank. Pricing has been positioned in the affordable range, which may have helped the brand expand beyond the usual urban metros and into Tier 2 and Tier 3 cities.
Kriti’s statement gives a glimpse into the journey
Reflecting on the brand’s two-year journey, Kriti shared that it has been one of the most personal and fulfilling chapters of her life. Her comments suggest she’s had a hands-on role, and not just a branding partnership. Whether that’s a marketing narrative or a reflection of her actual involvement is up for interpretation — but the numbers do speak of a well-oiled business operation.
The bigger picture for celebrity-led brands
HYPHEN’s success may be signalling a shift in how celebrity-backed brands are perceived in India. With Sanon and her team focusing on formulations, affordability, and user experience, the brand appears to have avoided the common pitfalls of shallow branding. If the current momentum continues, HYPHEN could soon be part of larger conversations around D2C success in India’s personal care space.
