Kriti Sanon is not just a celebrated Bollywood actress; she’s also an entrepreneur with a passion for skincare. Along with business partner Tarun Sharma, co-founder of the successful D2C brand mCaffeine, Kriti launched her skincare brand, Hyphen, which has already hit an impressive milestone—crossing ₹100 crore in revenue within just one year.
In a candid conversation, Kriti shared the story behind Hyphen’s creation, beginning with a deep dive into skincare during the pandemic. As she hit her 30s, Kriti became more conscious about taking care of her skin. “Being an engineer by qualification, I always wanted to understand the science behind everything,” she says. She realized there was a gap in the Indian market for high-quality skincare products that weren’t priced excessively. “I wanted to create something that bridges both nature and science,” she explains.
That’s where Tarun Sharma came in. Tarun, who had already made waves in the D2C space with mCaffeine, partnered with Kriti to bring her vision to life. The goal? To create a skincare brand that not only provided high-quality products but did so at affordable prices.
One of the main pain points for Kriti was the complexity of skincare. “I was using five serums, each with a different ingredient. It was overwhelming,” she recalls. She wanted to simplify skincare, making it more accessible without compromising on the quality of ingredients. This led to the creation of Hyphen, a brand that focuses on multi-functional products—like moisturizers with built-in sunscreen—that combine multiple benefits in a single bottle.
Kriti’s hands-on approach to the brand’s development has been key to Hyphen’s success. From testing products to designing packaging, she has been involved in every detail. However, the most important lesson she’s learned, she says, is understanding the market and consumer preferences. “At first, I wanted the products to look a certain way, but then I realized it’s not about me—it’s about what the consumer wants and can afford,” she explains.
Hyphen’s success can also be attributed to its strong partnership with PEP Brands, led by Tarun and his experienced team, including co-founders Vaishali Gupta, Saurabh Singhal, Mohit Jain, and Vikas Lachhwani. Their expertise in the D2C space has helped Hyphen scale quickly, and the brand is now on track to reach ₹500 crore in sales within three years.
Tarun, who also believes in the power of digital marketing, notes, “For us, social media is the discovery engine. D2C allows us to not only discover brands but also distribute them across pin codes, making it the most powerful model.” Hyphen’s success is a testament to how well-crafted products, a solid D2C strategy, and an understanding of customer needs can come together to build something truly special.
Kriti’s vision for Hyphen is simple: she wants to create products that she would personally use and that are accessible to the masses. “I didn’t want to create something for others while using something else myself,” she says. By focusing on high-quality ingredients, efficacy, and affordability, Hyphen has quickly become a standout brand in the crowded skincare space.
As the brand continues to grow, Kriti and Tarun are committed to further innovating in the skincare industry, with plans to expand Hyphen’s reach and offerings in the coming years. Their journey from concept to unicorn is just beginning, and they’re ready for what comes next.
