Kriti Sanon’s Skincare Brand HYPHEN Hits ₹400 Crore Milestone in Just Two Years
The actress-turned-entrepreneur celebrates her birthday and her booming business as HYPHEN scales up to 4 million users across 19,000 pin codes in India.
Kriti Sanon is celebrating more than just her birthday this week — she’s also marking a major business win. Her skincare brand HYPHEN, launched just two years ago, has crossed ₹400 crore in gross revenue, rapidly becoming one of India’s most successful celebrity-led beauty ventures.
Built in partnership with six engineers and grounded in her own background in engineering, Sanon’s direct-to-consumer brand has seen explosive growth. From 1 million customers last year, HYPHEN now boasts a base of 4 million users, delivering to over 19,000 pin codes nationwide. Even more impressive is its 60% repeat customer rate, a testament to the brand’s impact and customer trust.
Sharing her thoughts on the journey, Kriti said,
“Building HYPHEN from scratch has been one of the most personal and fulfilling journeys of my life… I am so grateful to every single person who has believed in us and has chosen to HYPHEN us in their lives! This is only the beginning, where we continue to hyphen skincare with innovation.”
What sets HYPHEN apart is its commitment to science-backed formulations, plant-derived ingredients, and affordable pricing — a combination that resonates with a large section of Indian consumers. Unlike many celebrity brands that lend only their name, Kriti has played an active role in steering the product and business vision from the ground up.
As the brand celebrates its second anniversary, it stands as a shining example of how a celebrity-driven venture, when executed with genuine involvement and innovation, can become a powerful force in the Indian beauty industry.
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