Pep Technologies launch skincare brand Hyphen with actor Kriti Sanon

Pep Technologies, parent company of Mcaffeine has partnered with actor Kriti Sanon to launch a new skincare brand ‘Hyphen’.

Pep Technologies will be the majority stakeholder in the brand with an investment of Rs 30 crore ($3.8 million) while Sanon will play a crucial role in broadening the market reach of the brand.

Hypen will use Mcaffeine’s expertise in research and development, marketing, supply chain, distribution, logistics, and digital marketing to make inroads in the country’s skincare market.

Commenting on the partnership, Kriti Sanon, co-founder of Hyphen in a statement said, “The journey starts with research and market studies, and the experience that the PEP Technologies team has, enabled us to understand the industry and pave the way for Hyphen’s creation. Hyphen serves as the amalgamation of these two aspects.”

Vaishali Gupta, co-founder of Hyphen added, “Our vision for Hyphen is ambitious yet promising; we are striving to make Hyphen the fastest-growing Rs100 crore D2C skincare brand in India. With unwavering determination and an exceptional team, we are set to redefine the skincare industry, leaving an indelible mark on the hearts of our valued customers.”

As part of the launch, the brand has launched a film featuring Kriti Sanon where the actor showcases the products and talks about the reason behind launching Hyphen.