Bollywood actress Kriti Sanon has marked her presence in the industry for almost a decade now, starting with her debut in “Heropanti”. Over the years, she has delivered remarkable performances on the big screen and is currently working on her latest project, “Adipurush”. Apart from her acting career, Sanon has also ventured into the world of entrepreneurship. In 2023, she launched her own production house, Blue Butterfly Films. Last year, she took a step into the business world by starting a fitness startup called “The Tribe”. Now, she has further expanded her entrepreneurial endeavors with the introduction of a direct-to-consumer (D2C) skincare brand named “Hyphen”, in collaboration with PEP Technologies.
Sanon’s journey into entrepreneurship with Hyphen is fueled by her passion for skincare and her curiosity-driven mindset. The brand, which was launched on July 27, is the result of a partnership between Kriti Sanon and the founders of PEP Technologies, including Vaishali Gupta, Tarun Sharma, Vikas Lachhwani, Saurabh Singhal, and Mohit Jain. The name “Hyphen” itself signifies the combination of multiple ingredients to create innovative skincare solutions, reflecting the brand’s approach of merging nature and science to bridge the gap between traditional and modern skincare practices.
The motivation behind creating Hyphen was to offer Indian consumers effective skincare solutions that are reasonably priced. Sanon recognized the growing demand for such products and saw an opportunity to provide a fresh perspective on skincare. Collaborating with PEP Technologies, who have a successful track record with mCaffeine, was a natural fit, as both parties shared a common vision for the brand.
In a market where differentiation is crucial, Hyphen stands out by offering comprehensive skincare solutions that address various skin concerns. Their product range includes face creams tailored for different skin types, serums, and more, all falling within the price range of Rs 400 to Rs 600. The brand’s emphasis on efficacy, transparency, sustainability, and reasonable pricing has helped build trust and meet the needs of consumers.
As a Co-founder and Chief Customer Officer of Hyphen, Kriti Sanon plays an active role in shaping the brand’s direction. She is closely involved in customer feedback analysis, product ideation, formulation, design, and marketing strategies. Sanon’s personal involvement in testing each product reflects her commitment to ensuring top-notch quality and safety.
Hyphen’s journey so far has seen an investment of Rs 30 crore in areas like logistics, supply chain, R&D, digital marketing, influencer partnerships, and educational content creation. The brand’s mission is to become India’s fastest-growing Rs 100 crore D2C brand within the next year. It aims to expand its market presence, diversify its product offerings, and focus on sustainability and innovation. While currently serving 18,000 pin codes in India, Hyphen has plans to expand its reach through e-commerce platforms and international markets.
Sanon’s journey as a businesswoman holds a vision for more women to embrace entrepreneurship. She encourages fellow women entrepreneurs to believe in themselves, pursue their aspirations fearlessly, take calculated risks, build capable teams, and recognize the power of dedication and determination.
In conclusion, Kriti Sanon’s journey from Bollywood to entrepreneurship with Hyphen showcases her dedication to skincare and her aspiration to bring effective and accessible solutions to consumers, all while setting an example for other women entrepreneurs to follow.
