Kriti Sanon leans into consumer-led product design at Hyphen, backs GIVA and Supply6
The actor-founder positions herself as Hyphen's Chief Customer Officer, driving reformulation for Indian skin types where 60% of consumers report oily skin. More than half of revenue comes from repeat customers, signaling loyalty in a crowded D2C skincare market. She also invests in HUL-backed GIVA and Supply6.
Kriti Sanon, co-founder of skincare brand Hyphen and investor in D2C brands GIVA and Supply6 (backed by HUL), discusses consumer-driven product development, reformulation for Indian skin types, and her role as Chief Customer Officer.
Why this matters
Extends Hyphen's feedback-led D2C playbook, with Sanon shaping products around consumer data. Aligns with the broader celeb D2C wave that saw Kriti, Bhumi and Rashmika enter the space alongside Zoho's Rs 70 Cr ONDC push.
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