From Actress to Entrepreneur: How Kriti Sanon's Hyphen Hit ₹400 Crore in Just 2 Years

By Akash Dubey

When actress Kriti Sanon launched her skincare brand Hyphen in July 2023, not many expected it to grow so quickly. But in just two years, the brand has crossed ₹400 crore in annual recurring revenue (ARR). It’s now being seen as one of the most successful celebrity-led brands in India’s beauty space.

Building a Brand, Not Just Hype

Unlike typical celebrity brands, Hyphen wasn’t built around just star power. Kriti took on the role of Co-founder and Chief Customer Officer, actively engaging in product development and consumer feedback.

She co-founded the brand with Pep Technologies (the company behind mCaffeine) and a team of six engineers, blending beauty expertise with tech-driven thinking.

The Growth Numbers Speak for Themselves

• Year 1: ₹100 crore in revenue
• Year 2: Grew by ₹300 crore more, crossing ₹400 crore ARR
• 19,000+ pin codes served across India
• 1 million to 4 million customers in just one year
• 60% repeat customers, a strong sign of trust and product satisfaction

What’s more impressive? Hyphen had originally set a target to reach ₹500 crore by 2027, it’s now well ahead of that timeline.

The formula behind Hyphen’s success

Hyphen’s strategy is built around three simple ideas: understand the consumer, choose the right product categories and sell through the right channels, while offering products that are safe, effective and reasonably priced.

A New Blueprint for Celebrity Startups?

Hyphen proves that success doesn’t come from hype alone. It takes real focus on customers, reliable quality, and smart planning. Kriti Sanon didn’t just lend her name. She lent her time, vision and stayed actively involved throughout the journey.