HYPHEN: The Celebrity-Backed Skincare Brand That’s Changing the Beauty Game

How often have you bought a skincare product only to be disappointed by its results? Many brands promise glowing, healthy skin but fall short due to ineffective formulations, hidden toxins, or sky-high prices.

The beauty industry is flooded with options, yet finding skincare that is clean, affordable, and truly effective remains a challenge.

This is where HYPHEN steps in, a brand that fuses the best of science and nature to create skincare that actually works without compromising on safety or accessibility.

The Rise of a Beauty Game-Changer

HYPHEN started with this simple question where actress Kriti Sanon and the team at PEP Technologies (the parent company of mCaffeine) knew there was a gap in the market. Absence of a skincare brand that blended science-backed formulas with nature’s goodness, all at an affordable price.

Determined to create skincare that was effective, clean, and accessible, they launched HYPHEN, a brand that would soon take the beauty industry by storm.

Since its debut, HYPHEN has swiftly climbed the ranks to become one of India’s fastest-growing D2C beauty brands, reaching an impressive ₹100 crore in revenue within its first year.

By combining nature’s finest ingredients with cutting-edge scientific formulations, HYPHEN delivers multi-functional products that address real skincare concerns while being vegan, cruelty-free, and toxin-free.

This unique approach ensures that users not only see visible results but also feel confident about the ingredients they’re putting on their skin.

The Viral Success of HYPHEN’s Skincare Must-Haves

Hyphen’s product line features a range of high-performance skincare essentials, each formulated with a balance of efficacy, safety, and affordability. Whether it's moisturizers, serums, or sunscreens, every product is crafted with the promise of clean, effective beauty.

Among its standout products, HYPHEN’s All I Need Lipscreen has taken social media by storm. This peptide-infused formula, enriched with SPF 30, offers superior sun protection while actively reducing pigmentation and deeply hydrating the lips. Its lightweight texture and nourishing ingredients have made it a game-changer, quickly becoming a must-have in beauty kits everywhere.

Not just that, HYPHEN’s lip balm has also won over customers with its rich hydration and long-lasting nourishment. Designed to keep lips soft, supple, and healthy, this balm complements the Lipscreen perfectly, ensuring all-around lip care that people swear by.

What Keeps Customers Coming Back?

A key factor in HYPHEN’s explosive growth is its focus on customer retention and loyalty. The brand enjoys an impressive 60-70% repeat customer rate, a testament to its quality-driven approach and engaging customer experience.

By maintaining transparency in ingredients, prioritizing clean beauty standards, and creating products that offer visible, long-term benefits, HYPHEN has successfully built a loyal community that keeps coming back for more.

The Key Takeaway? A skincare brand can be both high-performance and affordable, blending science and nature to create clean, effective products that customers love and trust.