Kriti Sanon's skincare brand Hyphen reports ₹400 crore in sales

Actor Kriti Sanon’s skincare brand Hyphen said on Wednesday it has crossed ₹400 crore in gross sales, marking a significant milestone for a celebrity-led venture in India’s competitive beauty and personal care market.

Launched two years ago, the brand claims to have grown rapidly, supported by a digital-first strategy, repeat customers, and a focused product offering.

Sanon, who holds an engineering degree, co-founded the brand with a team of six engineers. Together, they built what is now one of the fastest-growing direct-to-consumer (D2C) skincare brands in the country. Over the past year alone, Hyphen’s customer base has grown from 1 million to 4 million, with a reported 60% of customers returning for repeat purchases.

“The past two years have been nothing short of incredible,” Sanon said. “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."

Hyphen said its product range is built on a blend of science-backed formulations and nature-derived ingredients, with pricing aimed at accessibility. The brand currently serves customers in over 19,000 pin codes across India and has largely relied on digital channels to scale.

Sanon has maintained active involvement in the brand’s development and growth, a move that sets her apart from many other celebrities who license their names to third-party ventures. Her focus on the brand’s positioning and customer engagement has contributed to its credibility and momentum.