Bollywood actress Kriti Sanon has joined the league of celebrity entrepreneurs by launching her very own premium skincare brand called Hyphen. In collaboration with PEP Technologies, the parent company of mCaffeine, Kriti aims to provide consumers with simplified and realistic skincare solutions. The collaboration harnesses mCaffeine’s expertise in research and development, marketing, supply chain, distribution, logistics, and digital marketing, combined with Kriti’s passion for skincare and strong influence.
Hyphen was created with the core purpose of offering uncomplicated skincare regimens that are effortless, achievable, and affordable for everyone. The brand combines the power of nature with the potency of science, merging multiple benefits into each multi-purpose product. The goal is to shatter the complexities and challenges surrounding daily skincare rituals.
PEP Technologies, as the majority shareholder, will be investing Rs 30 crores in Hyphen as the first round of investment. However, Kriti’s involvement in the brand goes beyond being a Co-Founder. She will also be taking up the role of Chief Customer Officer, responsible for enhancing the overall customer experience and satisfaction.
Hyphen has already launched three essential daily products: Barrier Care Cream (available in two variants for oily and normal to dry skin), the Golden Hour Glow Serum, and the All I Need Sunscreen SPF 50 PA++++. These products will be available in 18,000 pin codes from the brand’s very first day.
Kriti expressed her excitement about unveiling the brand, emphasizing her passion for skincare that has intensified over the years. As a Co-Founder and Chief Customer Officer, she has personally tested and applied all three products and noticed a significant difference in her skincare regime. Her desire is for customers to experience the same sense of satisfaction after using Hyphen’s products.
The name Hyphen derives from the concept of hyphenation, symbolizing the brand’s ability to go beyond what is considered standard or normal. By embracing the power of hyphenation, Hyphen believes individuals can achieve more and embrace their unique beauty.
In summary, Bollywood actress Kriti Sanon has launched her premium skincare brand, Hyphen, in collaboration with PEP Technologies. With a focus on providing simplified and realistic skincare solutions, the brand combines mCaffeine’s expertise with Kriti’s passion for skincare. Hyphen offers a range of essential daily products that aim to make skincare journeys effortless, achievable, and affordable for everyone. With Kriti as the Chief Customer Officer, the brand aims to enhance the overall customer experience and satisfaction.
