Kriti Sanon’s skincare brand Hyphen has achieved a major milestone, crossing ₹400 crore in annual recurring revenue within just two years of its launch. What started as a birthday passion project in 2023 has quickly scaled into one of India’s most successful celebrity led D2C brands.
What sets Hyphen apart is its sharp focus on clean, effective, and affordable skincare, but more importantly, its digital first strategy. The brand built its presence entirely online, leveraging performance marketing, creator collaborations, and direct engagement with its 4M+ customer base. From using Instagram polls for product feedback to real-time content loops with Kriti herself, Hyphen has built a tight-knit skincare community.
The numbers tell a strong story, 60%+ repeat purchase rate, deliveries across 19,000+ pin codes, and a 4x revenue jump from ₹100 crore in year one to ₹400 crore in year two. Backed by a team of ex-mCaffeine operators, the brand’s backend tech, logistics, and retention funnel have all been optimised for D2C scale.
Kriti isn’t just the face of the brand, she’s deeply involved as Chief Customer Officer, leading product input, marketing voice, and community engagement. Her presence has been key to driving organic traction while keeping the brand’s tone authentic and approachable.
With its strong customer loyalty, digital-led growth engine, and focused product range, Hyphen is not only redefining what a celebrity brand can be, it’s setting a new benchmark for how modern Indian beauty brands can scale.
Key Takeaway
Hyphen proves that when digital first execution meets authentic founder involvement, a beauty brand can move beyond celebrity hype to become a scalable, trusted, and community led success story.