Kriti Sanon’s Hyphen crosses one million customers on first anniversary

Skincare business Hyphen has completed its first year in business and served a million customers across 19,000 Indian pin codes. Co-founded by Bollywood celebrity and entrepreneur Kriti Sanon and PEP Brands, Hyphen announced that it has become the fastest growing 100 crore direct to customer brand.

“Time flies, and how! My baby Hyphen turns one year old, and I could not be more proud of the brand that it has become,” said Hyphen’s co-founder and chief customer officer Kriti Sanon in a press release. “This one-year journey has been very close to my heart as we nurtured our brand for it to grow leaps and bounds! I have given special attention to the feedback from customers and incorporated genuine customer feedback to curate a sustainable line of skincare products, living up to our mantra of ‘Why not have it all?’ I am immensely grateful to the customers for time and again putting faith in our brand, and we hope to keep hyphenating love more and more while growing our family bigger with each passing year.”
 
As part of its first birthday celebrations, Hyphen has launched a new line of tinted lip balms for its Vitamin-infused Peptide (VIP) range. Featuring hues including ‘Vintage Plumish Brown’ and ‘Peachy Nude’, the line contains 1% Vitamin E, 2% Squalane, and Linoleic Acid for maximum hydration.
 
“Hyphen has come a long way since its inception one year ago,” said Hyphen’s CEO and co-founder Tarun Sharma. “Hyphen as a model has been successful because of how aligned our 5Cs are, keeping customers at the focus of everything from R&D, testing to creating the final product to marketing. I am thankful to the PEP Brands and Hyphen team for tirelessly working to deliver on our promises, creating an inclusive brand for our customers.”