Kriti Sanon’s skincare brand, HYPHEN, has rocketed past Rs 400 crore in gross sales within two years, marking a significant achievement in the competitive beauty market.
It’s birthday week for Kriti Sanon, and she has a major business milestone to celebrate. The actress has powerfully carved out a niche in the business world, propelling her skincare venture to impressive success. In a mere two years, Sanon has established HYPHEN as one of India’s fastest-growing celebrity-backed brands, a remarkable feat in the beauty industry.
HYPHEN Hits Rs 400 Crore, Redefining Celebrity Entrepreneurship
With revenues exceeding Rs 400 crore and a customer base boasting a 60% repeat rate, HYPHEN is not just surviving—it’s thriving. The brand currently serves over 19,000 pin codes across India. HYPHEN’s consumer base has seen a dramatic 4X growth this year alone, expanding from 1 million to 4 million users. Sanon, who has an engineering background, teamed up with six engineers to create this rapidly expanding D2C brand.
Reflecting on this rapid ascent, Sanon shared, “The past two years have been nothing short of incredible. Building HYPHEN from scratch has been one of the most personal and fulfilling journeys of my life. Watching it grow from an idea into a brand that so many consumers now trust and love—still feels surreal. 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 and grow alongside a community that makes it all so worth it. Happy 2 years to us!”
What truly sets Sanon’s brand apart is its strategic blend of science-backed formulations, nature-derived ingredients, and accessible pricing. This combination has clearly resonated with consumers nationwide. Her direct involvement and clear vision have transformed what could have been just another celebrity endorsement into a genuine industry game-changer.
Through consistent growth, innovation, and a loyal customer base, Kriti Sanon is setting a new benchmark for celebrity entrepreneurship.
