mCaffeine's parent company and actor Kriti Sanon launch skincare brand 'Hyphen'

The premium skincare brand Hyphen is co-founded by PEP Technologies, the parent company of mCaffeine and celebrity entrepreneur Kriti Sanon.

mCaffeine said, “Recognising the need for an uncomplicated skincare regime, Hyphen was born with the core purpose of providing simplified and realistic skincare solutions. It aims to make skincare journeys effortless, achievable, and affordable for everyone.”

PEP Technologies will invest Rs 30 crore in Hyphen, as the first round of investment, being the majority shareholder. The brand aims to do business worth Rs 100 crore in the first 12 months of operation.

Sanon's involvement in the brand goes beyond just being a Co-Founder, said the company. “She will be taking the responsibilities of the Chief Customer Officer. She actively participates in various aspects, including product formulation, research, and meticulous attention to detail. This includes rigorous testing of all products by herself and personally overseeing the design of packaging and other critical elements, all aimed at ensuring unmatched quality and effectiveness. Apart from that, being the CCO of the brand, she is responsible for overseeing the development and implementation of strategies to enhance the overall customer experience and satisfaction, ultimately driving customer loyalty and retention while aligning business goals with customer needs.”

The brand launches with a film featuring Kriti Sanon, Co-founder, and Chief Customer Officer, in a video where she reveals the brand and the products and talks about the reason behind launching Hyphen.

Sanon said, "We are very excited to unveil our extraordinary brand, Hyphen, to the world. Teaming up with my partners and co-founders Tarun, Vaishali, Vikas, Saurabh and Mohit fills me with excitement as we prepare to introduce a range of revolutionary products capable of addressing numerous skin concerns. Our journey starts with rigorous research and comprehensive market studies, and the experience that the PEP Technologies team has, enabled us to truly understand the industry and pave the way for Hyphen's creation. 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. In my role as the Co-Founder and Chief Customer Officer, I have tried and tested all three products from the brand, and I have been applying them for the past four months, and believe me, it really made a difference in my skincare regime. My utmost desire is for our valued customers to experience the same sense of satisfaction after using our products. With the power of nature and the potency of science, I can proudly say that we have created a powerful yet balanced and rightly priced solution for skin concerns. With PEP technologies firmly established in the industry, their profound knowledge and extensive experience position them as one of the industry's pioneers. Their proven track record and expertise make them an ideal partner for us as we launch Hyphen and venture into the skincare market. As we embark on this exciting journey, we eagerly anticipate receiving feedback from our cherished customers. We are "the more" you deserve."

Gupta said, "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. At PEP Technologies, as we gear up to launch a new brand, Kriti's idea seamlessly merges with our concept, creating the perfect synergy. This collaboration opens up boundless possibilities, allowing us to cater to a diverse audience and tackle numerous skin challenges head-on. Our vision for Hyphen is ambitious yet promising; we are striving to make Hyphen the fastest-growing 100 Cr D2C skincare brand in India. With unwavering determination and an exceptional team, we are set to redefine the skin care industry, leaving an indelible mark on the hearts of our valued customers."

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