Actor Kriti Sanon has stepped down as Chief Customer Officer of her beauty brand Hyphen, nearly three years after launching it on her 33rd birthday.
The brand confirmed the leadership change on Instagram but did not clarify whether Sanon has completely parted ways with the company.
Hyphen, launched in July 2023, quickly became one of India’s fastest-growing beauty brands. CEO Tarun Sharma reported Rs 400 crore in revenue within two years, with a 60% repeat customer rate and expansion from one million to four million consumers across 19,000 pin codes. The brand’s affordable range, priced between Rs 449 and Rs 649, helped it capture a strong market position.
Sanon’s exit from Hyphen’s leadership sparked mixed reactions online. Some fans speculated the move could be linked to her upcoming film Cocktail 2, while others questioned whether the brand might be preparing for an acquisition or rebranding. Loyal customers credited her involvement as a major reason for their trust in Hyphen products.
Industry observers noted that Sanon’s decision reflects a broader trend among celebrity entrepreneurs who step back from active management once their brands mature. The lack of clarity on her continued association leaves room for speculation about Hyphen’s next phase.
