Update on Kriti Sanon’s skincare company Hyphen: A celebrity-backed project may grow if the correct business plan is in place. Here’s how: Launched in July 2023, Kriti Sanon’s skincare company has generated over Rs 100 crore in sales in its first year. Launched six months ago, the brand has broken all known records to become the new beauty and skincare benchmark.
A milestone for Kriti Sanon and Hyphen co-founder, excitedly talking about the lightning-fast success with PEP Brands, wherein lies the parent company mCaffeine.
“My baby Hyphen turns one year old, and I couldn’t be more proud of our achievements. It has been a super journey, and I am thankful to the customers for their belief in our products,” says Sanon. “This milestone is only the beginning, and lots more growth on the horizon,” he adds.
Having spent only one year in the market, Hyphen has launched 20 skincare products that found acceptance in more than a million customers’ lives. Hyphen has penetrated over 19,000 pin codes across India, thus marking its presence in a vast expanse. The brand offers various products, cleansers, and moisturizers for all skin types.
The Secret to Hyphen’s Success: The 5Cs
As Hyphen’s CEO, Tarun Sharma, explains, the brand grew so fast because of its focus on what he calls the “5Cs”.
Customer-centricity is at the core of Hyphen,” she said. “We have ensured that every product, from research and development to marketing, is centered on what our customers require. That has consistently brought credibility to the brand and helped us achieve this incredible milestone in just a year.
The 5Cs focus on
- Customer: Everything revolves around customer experience.
- Care: High standards in product development and testing.
- Consistency: Quality is consistent throughout all the products.
- Creativity: Innovative marketing and product designs.
- Customer connection: Building the customer relationship through engagement and trust.
Growth through E-commerce
The company has a significant existence in e-commerce, it is on the company’s website, as well as Flipkart, Amazon, Nykaa, and BlinkIt, thereby selling its products on all these sites. Such a wide-based online presence has managed to spread Hyphen’s products all around India, thus making them more accessible to customers and increasing its reach and revenue.
Celebrities Beauty Products on The Rise
Hyphen is a constituent of the more significant Indian celebrity beauty business. With such enormous popularity, the beauty brands of Bollywood stars Deepika Padukone’s 82°E, Katrina Kaif’s Kay Beauty, and Priyanka Chopra’s Anomaly have been successfully launched within the last year or so. Since these brands are based on the attractiveness of the celebrities, they are gaining momentum as well, and Hyphen certainly is no exception to this trend.
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