Kriti Sanon’s HYPHEN: A D2C reaches 100 Crore on first anniversary

HYPHEN, co-founded by PEP Brands (mCaffeine’s parent company) and celebrity entrepreneur Kriti Sanon, completes one year of excellence, innovation, and delivering effective skincare products for its customers. The brand is infused with the power of nature with the potency of science and has achieved the extraordinary feat of becoming the fastest-growing 100 crore D2C brand in India within its inception year.

 Kriti Sanon, Co-founder and Chief Customer Officer envisioned creating a solution to bridge the gap in the market for comprehensive skincare products that address diverse and evolving needs. At the same time, PEP Brands was seeking to start another venture in the skincare industry. This alignment of vision and goals led to the inception of HYPHEN. After a year of operations, conceptualisation, and marketing, HYPHEN was co-founded by two visionary forces. The remarkable team deserves acknowledgement for enabling the brand to successfully cater to over 1 million customers across 19,000 pin codes, achieving outstanding sales results within a year.

HYPHEN remains a stand-out brand in the pool of celebrity-owned brands due to the unwavering commitment of its Co-founder and Chief Customer Officer, Kriti Sanon, and the rich experience of PEP Brands in the D2C arena. Since the conceptualisation of the brand, Kriti has diligently looked into various aspects of product manufacturing, including testing the products, and the design of packaging. Kriti Sanon’s passion, along with the excellent team at PEP Brands, helped the brand scale to new heights. The company’s heavy investment at the beginning of the brand’s journey, along with a seasoned crew of co-founders—Tarun Sharma, Saurabh Singhal, Mohit Jain, Vikas Lachhwani, and Vaishali Gupta—has aided in the smooth functioning of the brand.

Due to Kriti’s influential presence on and off social media and the success of PEP Brands’ mCaffeine, the brand built a loyal consumer base that provided 50% of the brand’s gross business, nurturing trust and consumer satisfaction. It enabled the brand to expand into 19,000 pin codes and create 20+ products while generating impressive sales in a year. The arduous efforts of engineers and other teams kept the supply machine oiled, ensuring seamless delivery despite higher consumer demand which has ensured the delivery of quality.

Talking about the one-year journey of the brand, Kriti Sanon, Co-Founder and Chief Customer Officer of HYPHEN, said, “Time flies, and how! My baby HYPHEN turns one year old, and I could not be more proud of the brand that it has become. This one-year journey has been very close to my heart as we nurtured our brand for it to grow leaps and bounds! I have given special attention to the feedback from customers and incorporated genuine customer feedback to curate a sustainable line of skincare products, living up to our mantra of ‘Why not have it all?’ I am immensely grateful to the customers for time and again putting faith in our brand, and we hope to keep hyphenating love more and more while growing our family bigger with each passing year.”

Tarun Sharma, Co-Founder & CEO of HYPHEN, said, “HYPHEN has come a long way since its inception one year ago. HYPHEN as a model has been successful because of how aligned our 5Cs are, keeping customers at the focus of everything from R&D, testing to creating the final product to marketing. I am thankful to the PEP Brands and HYPHEN team for tirelessly working to deliver on our promises, creating an inclusive brand for our customers.”

As a part of its birthday launch, HYPHEN has introduced a brand new line of lip balms from the best-seller Vitamin-infused Peptide (VIP) range. The new line consists of three tints: Vintage Plumish Brown, Peachy Nude, and Natural Pink. These lip balms help provide a lush glaze with 24-hour moisturisation. These contain Peptides and 1% Vitamin E, along with 2% Squalane, and Linoleic Acid, which keep the lips free from dryness. This is not! The brand had an irresistible Buy 1 Get 1 Free deal to celebrate its first birthday

In this one year, HYPHEN has consistently maintained its ethos of keeping the products 100% vegan. The products have received a cruelty-free certification from PETA. Striving for quality, the brand continues to keep its products free from harmful ingredients. HYPHEN is committed to its goal of not only hyphenating the nourishing skincare experience but also infusing sustainability while creating this nourishing line of products.

Due to the commitment of the brand to curate products as per customers’ feedback, HYPHEN has successfully penetrated the market with impressive products like Dewy Prep, one of the many viral products from its Peptide Range. It sold all the units signed by Kriti Sanon within three hours of the launch. Its sensational product, All I Need Lipscreen, showed outstanding sales by selling 2 lakh units in just six months. All the products are available on HYPHEN’S official website and leading e-commerce and quick commerce platforms, including Flipkart, Amazon, BlinkIt and Nykaa.

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