Bollywood actress Kriti Sanon is establishing herself as a force to reckon with in an industry where celebrity brands mostly lack long-term sustenance. Her skincare firm Let’s Hyphen has created a colossal impact on the beauty business, earning a whopping sum of Rs 400 crore in revenue of the business at the time two years post its release. The brand now has its gaze locked onto one ambitious target: Rs 1,200 crore within a couple of years.
Bollywood actress Kriti Sanon is establishing herself as a force to reckon with in an industry where celebrity brands mostly lack long-term sustenance. Her skincare firm Let’s Hyphen has created a colossal impact on the beauty business, earning a whopping sum of Rs 400 crore in revenue of the business at the time two years post its release. The brand now has its gaze locked onto one ambitious target, Rs 1,200 crore within a couple of years.
In the case of Kriti, it is not about adding her name to a product. It is more of starting a business completely, taking chances, being very bold, and genuinely believing in the vision, which she had helped to develop. The actress recently gave an interview to CNBC-TV18, discussing her involvement in the initiative, the collaboration with experienced businesspeople, and why she adheres to the idea of having bigger ambitions.
Risky Business: Kriti Sanon Entering the Skincare Industry
Kriti Sanon was introduced to entrepreneurship in 2023 with the launch of her skincare brand Let’s Hyphen which combines a scientifically proven formula and addresses Indian skin issues. It was not only about cashing in on her celebrity status, but it was also about building a credible beauty brand that would provide tangible results.
In order to make this a reality, Kriti has partnered with those with the knowledge of creating such a huge success brand, mCaffeine, which is co-founded by Tarun Sharma, Vaishali Gupta, Saurabh Singhal, Vikas Lachhwani, and Mohit Jain. Having this powerhouse team on the side of the vision, Let’s Hyphen was developed with a strong background of research, product integrity, and strategic growth.
But Kriti added, she did not even want to be the face of the brand. I was interested in investing in, being involved in its construction, and ensuring that I had something that I 100 percent believed in.
The story of Kriti hits hard
Her journey is defined by some of the greatest questions almost all entrepreneurs face at one time in their lives: Why start a business? What can I hope to achieve with it? Is the challenge worth it all? Kriti acknowledged the fact that her entry into the arena of entrepreneurship had some degree of nervousness in it. Being a Bollywood star, she knew that people would question everything because in her profession, being real is important.
Her journey is defined by some of the greatest questions almost all entrepreneurs face at one time in their lives: Why start a business? What can I hope to achieve with it? Is the challenge worth it all? Kriti acknowledged the fact that her entry into the arena of entrepreneurship had some degree of nervousness in it. Being a Bollywood star, she knew that people would question everything because in her profession, being real is important.
Nonetheless, Kriti tackled the project with all her faith, even though she was afraid. She was a practical person, engaged in the work on the development of the products, marketing plans, and business objectives. She was not peripheral to the involvement; she was strategic and felt it.
Rs 400 Crore and Counting: Story in the Raw Numbers
The figures are self-explanatory. After two years, Let’s Hyphen has already scaled its operation and can be characterized as a serious actor on the Indian beauty and skincare scene. This has helped the brand attain the status of a leading contender since it has an annual revenue of Rs 400 crore, and it was a new brand just a short time ago.
The secret? A combination of shrewd management and brand fantasies.
In the interview with CNBC-TV18, Kriti, and Tarun Sharma revealed how they took on the growth. We had planned Rs 100 crore in the first year, and we had reached that figure. Then all that we did was to aspire more and more.
Tarun continued laughing and said, •She raises the target each time I speak a number. When I say, let’s do 1000 crore in four years, she will say Why not 1200? That is how she is pushing the boundaries.”
Dreaming Higher: The Next Destination Is Rs 1,200 Crore
With such a short period in which to attain such a huge amount as Rs 400 crore, the duo now has even bigger plans. Whereas Tarun Sharma reckons that it is possible to generate Rs 1,000 crore in four years, Kriti wants to do it much quicker, and maybe even faster: Rs 1,200 crore.
Kriti believes that it can reach this number within two or three years. We are way ahead of expectations when it comes to achieving Rs 400 crore. That type of momentum makes you feel confident in your company and your product.”
She has an ambitious frame of mind, she is an optimist and has a clear opinion of setting stretch goals. Dream even bigger is what you need to do, she said.
Using meaning and authenticity to construct a brand
To Kriti Sanon, it is not a brand, but rather, something personal about Let Hyphen. It speaks of her principles of integrity, compassion, and inclusion. She desired to find skincare that really gets the Indian skin and is not laden with all the harshness. That is why the products are clean, effective, and thoughtfully made, with a cruelty-free and dermatologist-tested nature.
No grandiose promises, only actual results. It is this combination of openness and credibility that is helping the youth relate to Let Hyphen massively.
The action of Kriti is not limited to the boardroom meetings. She is involved in the feedback on products, comprehends the preferences of customers, and tends to share the results with the department. This is a high level of commitment, which is not very common in celebrity businesses and forms a part of what makes Let’s Hyphen so special.
It is a brand that we have created not only to cater to the present but even the future. It is the skincare of the future, and we want to lead it,” she added.
Power of a Good Partnership
The brand, which is having a major success, has to do with the synergy between Kriti Sanon and the experienced team at mCaffeine. Although Kriti is the star and passion injection, the co-founding team consists of operational skills and decades of experience in the market.
To have good partners is to push one another. Tarun said. And, Kriti will always inspire us to think big, set higher goals, and work at a quicker pace. That is a kind of energy that is contagious.”
It can be noted that it is a dynamic that has worked by yielding fast growth and an increase in customers.
Summary: Kriti Sanon has an entrepreneurial vision that has just begun.
A hesitant venture into an unknown world has now turned into one of the brightest prospects in the story of the Indian beauty industry. Let Hyphen is not only a business success story of Kriti Sanon but also a message to the world that it is possible when you have a passion and purpose to pursue!
With Kriti reinventing herself as both an entrepreneur and a challenger of the status quo, her legacy of breaking new frontiers and challenging stereotypes is becoming the blueprint for how other celebrities transform their ventures into successful businesses that tick both the boxes of authenticity and astute business sense.
And that is one thing that is now very clear- Let’s Hyphen is not just getting a start, Kriti Sanon is.
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