Kriti Sanon Forays Into The Beauty Business With Her Skincare Brand 'Hyphen'

Another day, another celebrity beauty brand arrives in the world. The sphere today is packed with celebrity brands and Kriti Sanon is the latest to join the bandwagon. The Bollywood celebrity has now launched her skincare line, Hyphen. Compared to other brands, expectations sky rocket when it is a celebrity brand. In collaboration with PEP Technologies, the parent company of mCaffeine, Kriti Sanon has turned her passion for beauty into a business with her own skincare line. "From a young age, I've been passionate about skincare, and as I've grown older it has only intensified. Hyphen serves as the perfect amalgamation of these two aspects," says Kriti Sanon in a statement as the co-founder of the brand.

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The idea behind the brand is to empower individuals to "have it all" by hyphenating their skincare experience as well as their identity and breaking norms. The goal is to embrace the uniqueness of one's beauty. Skincare has always had a personal approach and with celebrities foraying into the beauty space, the only question is will Kriti Sanon's new brand achieve cult-favourite status?

Aiming to bookmark a spot in the premium range, Hyphen has come up with three products: Barrier Care Cream (available in two variants for oily skin and normal to dry skin types), the Golden Hour Glow Serum, and the All I Need Sunscreen SPF 50 PA++++. Following the approach toward clean beauty, the products are vegan, PETA-certified and cruelty-free. Another co-founder, Vaishali Gupta stated in a statement, "The excitement of partnering with Kriti Sanon to launch Hyphen knows no bounds. Her meticulous attention to detail and genuine curiosity about ingredients captivated us from the start."

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Much to the delight of beauty trend enthusiasts, we have another celebrity beauty brand on the block. The response of the consumers are the next step for this young launch.