Kriti Sanon-Backed Hyphen Crosses ₹400 Crore Revenue in Two Years

Kriti Sanon's skincare brand, HYPHEN, has achieved a remarkable milestone by crossing ₹400 crore in Annual Recurring Revenue (ARR) within just two years of its launch. This growth, tripling from ₹100 crore in the first year to ₹400 crore, was driven by a consumer-first approach, rigorous R&D, and a data-driven strategy focusing on the three Cs: Consumer, Category, and Channel. The brand, co-founded by Sanon along with the team behind mCaffeine and Pep Brands, has expanded its reach to over 19,000 pin codes and grown its consumer base from 1 million to 4 million within a year. HYPHEN's success is attributed to combining the power of nature and science, leveraging strong backend systems, and engaging directly with customers for product development. Positioned uniquely at the intersection of operator-led execution and celebrity influence, HYPHEN stands as a case study in building sustainable growth in the competitive Indian D2C beauty market. The brand also aims to capitalize on the growing Indian beauty market and has ambitions for global recognition.