As the popular actress Kriti Sanon celebrates her birthday week, her company gives her another reason to celebrate. Her skincare brand HYPHEN crosses Rs. 400 crore in revenue.
In just 2 years, the brand has formed a loyal customer base that accounts for a 60% repeat rate. With over 19,000 pin codes across India, this skincare startup has had an incredible 4x growth from 1 million last year to 4 million this year.
Co-founder and Chief Customer Officer Kriti Sanon who is an engineer by education, along with 6 engineers, founded one of the fastest-growing D2C brands, attaining Rs. 400 crore in gross sales. Kriti said, “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 of the 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”.
The feature that stands out as the brand’s USP is the strong blend of science-backed formulations, nature-powered ingredients, and affordable pricing. This combination was deeply personal to the Indian consumers. As the Chief Customer Officer, no doubt Kriti has been very active in helping the brand reach masses.
From Sunscreens, face serums, lip balm, face mask, face cleanser, and moisturiser, HYPHEN provides a wide range of products that are both clinically tested as well as 100% vegan. Some of the new launches from the brand that the consumers can look forward to are- Double-shot face serum, Ice-Dunk cooling face mask, Mango lip screen SPF 50, and Rice water brightening serum.
Kriti, being a famous bollywood star made a bold decision of founding her own company all because she believed in herself and her idea. So, the next time you doubt your idea, remember the story of HYPHEN.
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