Bollywood’s beloved actress, Kriti Sanon, has added another feather to her cap by stepping into the world of entrepreneurship. On her 33rd birthday, Kriti unveiled her very own premium skincare brand named “Hyphen.” This venture marks a significant milestone in her career, showcasing her multifaceted talents beyond the silver screen.
Teaming up with PEP Technologies, the parent company of renowned skincare brand mCaffeine, Kriti aims to revolutionize the skincare industry with Hyphen. The partnership is set to combine Kriti’s immense influence and passion for skincare with mCaffeine’s expertise in research and development, marketing, supply chain, distribution, logistics, and digital marketing.
Hyphen has already received a substantial boost, as PEP Technologies invested a whopping Rs 30 crores into the brand, thus becoming its majority shareholder.
Kriti Sanon’s involvement in Hyphen goes beyond co-founding the brand; she has taken on the role of Chief Customer Officer. In this position, she will be overseeing the development and implementation of strategies to elevate the overall customer experience and satisfaction.
Expressing her excitement on social media, Kriti shared the first commercial of Hyphen, inviting everyone to explore the brand’s world on its launch day, July 27, 2023. With the brand’s vision set on becoming the fastest-growing 100 Cr direct-to-consumer (D2C) skincare brand in India, Hyphen has ambitious plans under the guidance of Vaishali Gupta, co-founder, and chief growth officer at Hyphen.
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Hyphen embodies simplicity and realism in skincare solutions, striving to make skincare effortless and accessible to all. The brand currently offers three essential products: the Barrier Care Cream (Rs 449), Golden Hour Glow Serum (Rs 649), and All I Need Sunscreen SPF 50 PA++++ (Rs 449). In line with Kriti’s values, all Hyphen products are PETA-certified and cruelty-free, highlighting the brand’s commitment to ethical practices.
The brand name, “Hyphen,” is rooted in the concept of hyphenation, representing the power to transcend conventional norms and embrace uniqueness. Hyphen encourages individuals to embrace their distinct beauty and achieve more by tapping into the power of hyphenation.
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Kriti Sanon joins the league of esteemed Indian actresses who have ventured into the beauty business, each creating their unique mark. Kay Beauty By Katrina Kaif, Priyanka Chopra’s Anomaly hair care brand, SoEzi by Sonakshi Sinha for nails, and Deepika Padukone’s 82°E skincare brand are some of the other successful ventures in the market.
Amid her entrepreneurial endeavors, Kriti Sanon has also recently forayed into film production with her own company, “Blue Butterfly Films.” Her first project under this banner is the upcoming Netflix film, “Do Patti,” which reunites her with the celebrated actress Kajol. The film also marks the maiden production for writer Kanika Dhillon’s Kathha Pictures.
On the acting front, Kriti has a busy schedule with several exciting projects in the pipeline. She will be seen opposite Shahid Kapoor in an untitled romance drama and is also part of the star-studded ensemble cast of “The Crew,” featuring Tabu, Kareena Kapoor Khan, Kapil Sharma, and Diljit Dosanjh. Additionally, she has Vikas Bahl’s “Ganpath – Part 1” in her kitty.
As Kriti Sanon’s entrepreneurial journey unfolds with the launch of Hyphen, her fans eagerly anticipate more skincare innovations and her continued success in both the beauty and entertainment industries.
