Tag: Indian skincare

Personal Grooming

HYPHEN Crosses ₹400 Cr in Gross ARR in Just Two Years, Defining New Milestone in India’s D2C Beauty Space

Tanisha Cardozo

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.

Personal Grooming

Senthera Launches in India with Its Debut ‘Make Love’ Body Care Collection Inspired by Fragrance and Memory

Tanisha Cardozo

From fragrance memories in Ukraine to a wellness-inspired life in India, Margarita Kuritsyna’s journey has now blossomed into a new Indian body care brand: Senthera. Officially launched in July 2025, Senthera made its elegant debut with the Make Love collection—an evocative, sensorial line of clean, vegan skincare essentials that marry fragrance, nourishment, and memory.

Where It All Began

The inspiration behind Senthera traces back to Margarita’s early childhood in Ukraine. Her first love affair with scent came through a tropical perfume called Pacific Paradise, which filled her home with notes of fruit and fantasy. “I didn’t realize it then, but scent had already started shaping my sense of identity and comfort,” she recalls.

Years later, having moved to Gurugram, India, Margarita began her search for body care that was as effective as it was aromatic. A pivotal moment came when her mother gifted her a body cream and shower gel. The scent was delightful, but the formula lacked efficacy. That moment sparked a deeper passion for wellness and functionality—eventually leading to the birth of Senthera in 2023.
The Make Love Collection

Wrapped in soft blush pink packaging, the Make Love collection includes three key products:

  • Shower Gel with 10 Oils – Ideal for a fast yet luxurious cleanse.
  • Exfoliating Body Scrub – Designed to gently remove dead skin while retaining the body’s natural oils.
  • Collagen Body Cream – The standout product, enriched with peptides and formulated to hydrate, firm, and delicately scent the skin for hours.

Each formula is infused with Margarita’s signature scent blend of rose, lychee, and vanilla—a fragrance that’s delicate, romantic, and enduring.

More Than a Product—It’s a Ritual

Senthera’s launch wasn’t just about introducing skincare—it was a complete wellness immersion. Set against the backdrop of Goa’s monsoon charm at Brij Parasio, the brand hosted a unique wellness retreat featuring massages, tarot readings, journaling, and clean gourmet meals.

Margarita emphasized the need for intentionality in body care: “We use actives on our face every day but ignore our body. Our formulas include peptides and collagen because your body deserves as much attention as your face.”

Importantly, the collection is free of silicones, parabens, and harsh chemicals, embracing a gentle, nourishing philosophy.

What’s Next for Senthera?

The Make Love range is now available via the official website sentheraworld.com, starting at ₹1,499. Expansion plans include nationwide retail partnerships and global shipping in the near future.

As Margarita reflects: “I wanted people to fall in love—with themselves, with memories, with the ritual of bathing.” With Senthera, she’s created more than just body care—it’s a sensory experience, a mood, a memory.