Drawing from her own journey, research, and digital wellness routine, she tapped into what young consumers truly want: simplicity, authenticity, inclusivity, and affordability.
Let’s unpack why Hyphen has become the talk of the town—and a Gen Z favorite.
1. A Relatable, Well‑Researched Founder
Kriti’s entry wasn’t a typical celebrity vanity project. In interviews, she revealed that over lockdown, she became a skincare nerd—researching ingredients like Vitamin C, retinol, ceramides, double‑cleansing, sunscreen, and more.
She even “journaled” her skincare learnings before launching the brand. Gen Z admires this hands‑on, scientifically informed passion—no shortcut, Insta-pitch here.
2. Nature + Science Formula, at Gen‑Z Prices
Hyphen’s ethos? Simplified, multi‑benefit skincare blending nature and potency of science. Their debut line includes:
Barrier Care Cream (normal/dry & oily)
Golden Hour Glow Serum
All I Need Sunscreen SPF 50 PA++++
All priced affordably (₹449–₹649), PETA certified, vegan, cruelty‑free, and zero‑plastic footprint—Gen Z hallmarks.
3. Real Reviews & Reddit Reactions
Fans weren’t shy on Reddit:
“Perfect on price range. Neither it’s overpriced nor underpriced.”
“Went through some of the products… seems like an actual passion project… SUPERB.”
Not all feedback was glowing:
“Why would anyone buy a celebrity skin care brand?”
“Spf with 4 PA plus… shady.”
Still, the sincerity of product-backed mindsets and pricing drew applause from many—something Gen Z heavily values.
4. Inclusivity, Sustainability & Local Pride
Hyphen proudly launched as a Made‑in‑India, vegan and cruelty‑free D2C brand from day one—available across 18,000 pin codes.
Its minimalist, eco-conscious packaging and clear labelling resonate strongly with Gen Z’s sustainability-minded consumers.
5. A Trusted Connection Beyond the Screen
Kriti isn’t just the face of the brand—she’s the Chief Customer Officer, actively involved in product design, testing, and user satisfaction. This involvement builds familiarity and trust: she’s not just selling—it’s her journey.
6. Smart Branding & Social Media Buzz
Launching on her birthday sparked nostalgic “gift from Kriti” excitement.
The brand’s hyphen tagline—“why not have it all, hyphen it”—resonates with Gen Z independence and defying boxes, a messaging tone that aligns with audiences who value self-expression.
Kriti Sanon’s Hyphen strikes a chord with Gen Z because it feels earned, honest, and purposeful. It’s not just another drop-shipped skincare line—it’s a reflection of Kriti’s own learning, values, and commitment to accessible beauty.
