Kriti Sanon's Role at Hyphen Under Scrutiny Amid Latest Campaign Launch

Hyphen Skincare Brand Clarifies Kriti Sanon's Role Amid Social Media Speculation

Speculation surrounding Kriti Sanon's departure as Chief Customer Officer (CCO) of skincare brand Hyphen spread rapidly online this week, following a social media announcement that suggested she had exited the role. The development prompted confusion among followers and industry watchers.

However, the company clarified that the move was part of a planned campaign. An announcement posted across Hyphen's digital platforms hinted that Sanon had "stepped down" from her leadership position, designed to appear sudden and trigger curiosity and widespread discussion across social media.

In reality, Hyphen revealed that Sanon continues in her role as Co-Founder and Chief Customer Officer. Instead of stepping down, she has taken on an additional identity within the brand – a character called 'SPF Police'. The persona forms the centrepiece of the company's new campaign focused on promoting the regular use of sunscreen.

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According to the brand, the 'SPF Police' persona is a fun way to remind people that skincare can be effective, simple, and enjoyable at the same time. Kriti Sanon, Co-Founder and Chief Customer Officer, emphasized the importance of sunscreen in skincare routines, highlighting its ease of forgetfulness and importance.

Vaishali Gupta, Co-Founder and Chief Growth Officer at Hyphen, praised Sanon's involvement in shaping the brand, citing her strong understanding of customers and active role in product ideation, formulation, and brand communication. Gupta emphasized that Sanon will continue as Chief Customer Officer, staying closely connected to consumers and their needs.

Hyphen, a direct-to-consumer skincare brand co-founded by Sanon and backed by PEP Technologies, focuses on simplified routines and science-led formulations. The company currently operates across more than 18,000 pin codes in India through its digital-first model.