Mumbai: HYPHEN, the fast-growing operator-led, celebrity-anchored skincare brand rooted in science, transparency, and consumer insight, has rolled out its new brand communication with a vibrant campaign film starring Co-founder & Chief Customer Officer, Kriti Sanon.
The film marks a pivotal shift in HYPHEN’s narrative as it launches its new communication tagline, ‘Tested, Trusted & Totally Fun.’ It reinforces the brand’s mission of blending high-performance skincare with a lively, relatable personality—breaking away from the conventional, often monotonous tone of skincare marketing.
Designed to celebrate HYPHEN’s unique proposition, the film positions the brand as one that delivers seriously effective formulations wrapped in fun, uplifting packaging, ensuring skincare remains approachable without compromising on results.
The ad film also spotlights HYPHEN’s latest new-age innovation: a dual-phase, double-powered serum featuring an 18% Brightening Complex and 20% Collagen Oil Complex, showcasing the brand’s focus on science-backed solutions that address real consumer needs.
Kriti Sanon brings a fresh, engaging energy to the film as she showcases how HYPHEN makes skincare effective, accessible, and enjoyable. With a playful narrative and modern storytelling, the campaign reinforces key pillars of the brand:
- Potent, tested, high-performance formulations
- A simplified, modern narrative that makes skincare feel human and relatable
- Full transparency in communication and ingredients
- A promise that skincare can be both high-efficacy and high-fun
Speaking about the new brand film, Kriti Sanon, Co-founder & Chief Customer Officer, HYPHEN, said, “I’ve always believed that skincare doesn’t need to feel dull or boring to actually work. It can be effective and enjoyable—and that’s exactly what we build at HYPHEN. Every formulation is rigorously Tested backed by science and real results. And Trusted by our consumers and community. We make skincare that feels vibrant, sensorial, and fun—something you look forward to using every day. Because great skincare shouldn’t make you choose between performance and joy.
‘HYPHEN: Tested, Trusted & Totally Fun.’”
HYPHEN’s evolved communication framework reinforces its core philosophy of deeply understanding consumer needs and addressing them through rigorous, science-led solutions. As an operator-led brand supported by a celebrity-anchored presence, HYPHEN combines technical expertise with cultural relatability.
With this new direction, HYPHEN aims to redefine skincare communication—moving away from fear-based narratives and inflated claims, and standing for honesty, clarity, efficacy, and a vibrant sense of fun. The brand seeks to set a fresh standard in the skincare category with its uniquely balanced approach.
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