Mumbai, July 31, 2025 – In a bold display of consumer-led growth and business execution, HYPHEN, the D2C beauty and personal care brand co-founded by actor Kriti Sanon and Pep Brands, has reported ₹400 crore in gross annual recurring revenue (ARR) at the end of its second year.
The brand added ₹300 crore in the past 12 months alone—following an initial ₹100 crore in its debut year—placing HYPHEN among an elite group of Indian D2C brands to scale this rapidly in such a short time.
Strategic Frameworks & Execution
Tarun Sharma, Co-founder and CEO of HYPHEN, attributes the success to more than just star power. “You need to understand the consumer, create a category, and align your channels accordingly,” Sharma said. Drawing from Pep Brands’ proven playbook, HYPHEN uses a ‘three Cs’ framework—Consumer, Category, Channel—and a ‘six Ps’ strategy—Proposition, Product, Packaging, Pricing, Platform, and Promotions.
The brand also capitalized on the backend and distribution infrastructure of Sharma’s earlier success, mCaffeine, enabling it to scale swiftly across e-commerce and quick commerce.
A Brand That Listens
Unlike trend-chasing beauty labels, HYPHEN has focused on solving recurring consumer concerns with scientifically-backed and naturally formulated products. A high 60% repeat purchase rate, average ratings above 4 stars, and a 4 million-strong user base reflect how deeply it resonates with its audience.
The brand currently delivers across 19,000+ pin codes in India and aims to deepen presence in newer categories like facewash while continuing to optimize supply chains and operations.
The Role of Kriti Sanon: Co-founder & CCO
Beyond being the public face of the brand, Kriti Sanon is actively involved in product development, feedback loops, and strategic decisions. As Chief Customer Officer, she connects with 40–50 consumers monthly, helping refine product iterations based on real user experiences.
“The past two years have been nothing short of incredible,” Sanon shared. “Watching this brand grow into something trusted by millions feels surreal. We’re only just getting started—this is where we continue to hyphen skincare with innovation.”
A standout product in the brand’s portfolio has been its lip balm, which saw a surge in demand following public appearances, including at the IIFA Awards, where Sanon was seen using it.
What’s Next?
Originally targeting ₹500 crore by 2027, HYPHEN is now ahead of schedule. With the foundation in place, the brand is shifting toward steady growth, focused category expansion, and deeper consumer connection.
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