India’s skincare market is booming, projected to grow from $8.78 billion in 2024 to $17.7 billion by 2033. Amid this surge, Hyphen has carved a clear identity by keeping skincare simple and relatable.

Launched in 2023 and co-founded by actor Kriti Sanon, the brand positions itself as science-meets-nature, offering products under ₹650. Within a year, it claimed 4 million customers and nearly 60% repeat purchases.

Hyphen’s biggest strength lies in its content strategy. Kriti isn’t just the face; she actively explains routines, answers FAQs through a dedicated Instagram handle, and appears consistently across posts. This builds familiarity and trust in a crowded D2C space.

The brand avoids heavy jargon. Instead, it breaks down ingredients, explains routines clearly, and uses clean visuals with short captions. Influencers share real skin journeys, making the messaging feel peer-driven rather than promotional.

On YouTube, Hyphen focuses on Shorts-quick, scroll-friendly videos showing textures, packaging, and usage.

In a market filled with complex claims, Hyphen wins by keeping skincare understandable, accessible, and human.