Kriti Sanon on her expanding entrepreneurial footing with D2C brand Hyphen

Bollywood actor Kriti Sanon has been in the industry for nine years. Starting with Heropanti, the actress has given some stellar performances on the silver screen, with her latest project being Adipurush. She also launched a production house, Blue Butterfly Films, in 2023.

Last year, the actor stepped into entrepreneurship with a fitness startup, The Tribe. She has since expanded her footing in the entrepreneurial world with her direct-to-consumer (D2C) skincare brand—Hyphen—founded in partnership with PEP Technologies.

“Hyphen originated from a pure passion for skincare and a curious-driven mind that always wanted more from life. It has provided me with a unique opportunity to combine my passion for skincare with entrepreneurship,” Sanon tells HerStory.

The brand, launched on July 27, is co-founded by Sanon and founders of PEP Technologies—Vaishali Gupta, Tarun Sharma, Vikas Lachhwani, Saurabh Singhal, and Mohit Jain (team mCaffeine).

Hyphen derives its name from the act of hyphenating multiple ingredients to create powerful and innovative skincare solutions. The symbol encapsulates the brand’s approach of combining nature and science, bridging the gap between traditional and modern skin care practices.

A common vision

It all started with the actor’s wish to venture into the skincare industry and create a brand that resonates with Indian consumers. Sanon realised that Indian consumers are seeking effective yet reasonably priced skincare solutions, which led her to establish Hyphen.

“Our goal with Hyphen is to introduce a fresh perspective and redefine skincare, catering to the evolving preferences of the consumers,” she adds.

While Sanon was looking for the right opportunity, PEP Technologies, who have launched mCaffeine, was also on the lookout for promising opportunities to establish a new brand. “As our discussions unfolded, we realised that our visions and aspirations aligned seamlessly,” Sanon says.

She believes nowadays, many celebrities foraying into the world of entrepreneurship is a positive trend. “Celebrities bring their unique perspectives, influence, and resources to ventures, helping to amplify their reach and impact,” she adds.

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Setting foot into the skincare business

Sanon describes Hyphen to be “a solution-driven skincare brand that aims to provide effective products that target specific skin concerns.” The brand offers face cream for oily, normal, and dry skin types, serums, and more, within a price range of Rs 400 and Rs 600. It also plans to launch a new range of products by September.

With the present skincare market highly competitive, the brand emphasises efficacy, transparency, and sustainability, which helps it build trust and meet consumer needs. "In a market saturated with similar product offerings, the key to success lies in differentiation. At Hyphen, we've achieved this by seamlessly blending the forces of nature and science."

"Our products are carefully crafted with multiple ingredients in one bottle, delivering comprehensive solutions to address diverse skin concerns. This holistic approach, combined with our commitment to honest claims, a celebrity association, and reasonable pricing, truly differentiates Hyphen from other brands in the market," Sanon adds.

As Hyphen's Co-founder and Chief Customer Officer, Sanon’s responsibilities involve closely monitoring customer feedback and reviews. “This enables me to steer the brand's direction in alignment with the preferences and needs of our valued customers,” she adds.

Additionally, the actor actively engages in product ideation, formulation, design, and marketing strategies.

Hyphen’s process involves selecting the ingredients, formulating them for optimal efficacy, and subjecting them to rigorous testing to ensure top-notch quality and safety. Sanon adds that she is personally engaged in testing each product on herself, using them daily to gauge their feel on the skin. 

Vaishali Gupta, Co-founder and Chief Growth Officer of Hyphen, says that the D2C company has invested Rs 30 crore in building the brand with a special focus on logistics, supply chain, R&D, digital marketing, influencer partnerships, and educational content creation. 

While some undisclosed partnerships are underway, the brand is seeking collaborations that match its values and foster growth. Hyphen aims to become India's fastest Rs 100 crore D2C brand within the next 12 months.

It aims to solidify its skincare market presence, broaden its range of products as per consumer demand, and prioritise sustainability and innovation.

The brand is currently serving 18,000 pin codes in India, but it plans to expand on ecommerce platforms and venture into international markets soon.

Stepping into the role of a businesswoman, Sanon envisions a future where more women embrace entrepreneurship. “Embrace self-belief, pursue aspirations fearlessly, and embrace calculated risks. Build a dedicated, skilled team and recognise the potency of relentless dedication and determination,” she advises fellow women entrepreneurs.