Kriti Sanon has partnered with PEP Technologies, a mCaffeine holding company, to co-create Hyphen. Right from the outset, PEP Technologies had infused INR 30 crore and was already the majority owner, which made the brand committed to supporting Hyphen in every way towards growth and success.
Brand Philosophy
Hyphen is built off of the belief that skincare should be easy and approachable. The brand seeks to integrate better and more empowering skincare into the daily lives of everyone. With this belief in merging different aspects of life, Kriti Sanon collaborates, reflecting in the way the brand works.
Product Range
Hyphen started with four products: a sunscreen with SPF 50, a face serum with luminous skin, and two creams directed toward getting rid of oily and dry skin. These are priced between INR 449 and INR 649, which is reasonable. The brand has since then added more products, including a cleanser, cream, lip balm, and serums, meant to be dedicated to brightening and fixing dark spots on the skin.
Ingredients and Certifications
Hyphen’s products are characterized by a liberal dose of nature and actives, such as ceramides, peptides, and alpha arbutin. The brand is immensely focused on becoming clean, 100% Vegan, Peta-certified, and to add on to the laurels, it has achieved zero plastic footprints for all its products.
Availability Products from Hyphen can be bought online on the company’s website and a handful of popular e-commerce platforms like Amazon, Flipkart, and Nykaa. The company has said it will be available in up to 18,000 pin codes from Day 1.
Marketing and Design
The style of Hyphen’s brand and logo was crafted with the help of the Conran Design Group Mumbai. Now if only more products could be matched with this nature-based interface and coupled with a science-driven solution.
Kriti Sanon’s Skincare Routine Kriti Sanon has a very serious skin regimen involving double-cleansing with rose water, niacinamide toner, a hydrating serum with peptides and hyaluronic acid, gentle retinol serum, ceramide moisturizer, and even lip care. Even upper eyelashes and eyebrows are included; she has a mix of castor and olive oil.
Conclusion
A novel and exciting fresh-enter in the market with its strategies of providing affordable, vegan, and eco-friendly offerings, Hyphen by Kriti Sanon will resonate within the universal investment fraternity with its clear brand message and provide and encourage solutions for effective skincare.
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