India-wide release, November 28, 2025: HYPHEN, the fast-growing operator-led, celebrity-anchored skincare brand known for its blend of science, transparency, and consumer insight, has unveiled its new brand communication with an impactful film featuring Co-founder & Chief Customer Officer Kriti Sanon.
The film playfully introduces HYPHEN’S evolved brand positioning, encapsulated in the tagline ‘Tested, Trusted & Totally Fun.’ It marks an exciting transition for the brand as it celebrates its unique duality: high performance on the inside and fun on the outside.
The messaging stays true to HYPHEN’s roots of science-backed formulations while strengthening its identity of vibrancy, relatability, and approachability, without compromising on efficacy or performance.
Link to the Campaign Film : YouTube
In the new film, Kriti brings a fresh, engaging energy to skincare storytelling, showcasing how HYPHEN blends effectiveness with a playful spirit. The film positions HYPHEN as a brand that makes skincare high-performance, accessible, and enjoyable, all at once.
She also highlights the brand’s latest launch: a one-of-a-kind dual-phase, double-powered serum featuring 18% Brightening Complex and a 20% Collagen Oil Complex.
The film underscores HYPHEN’S potent, tested, and high-performance ingredients that define its effectiveness
- A simplified, modern narrative that makes skincare more human and relatable
- Transparency in formulation and communication, removing barriers between the brand and the consumer
- Clear messaging that skincare can be both seriously effective and seriously 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.”
Grounded in transparency, science, and customer insight, HYPHEN’S evolved communication is firmly rooted in its core philosophy: understand real consumer needs and address them through rigorous, science-led solutions. As an operator-led brand, it combines deep product expertise with customer empathy, while its celebrity-led presence, powered by Kriti, delivers credibility and cultural resonance.
With this evolution, HYPHEN aims to elevate skincare communication as one that stands out in a clutter of fear-led claims, inflated promises, and jargon. It promises to champion honesty, clarity, and proven results, with a vibrant sense of fun- setting a new standard in the industry!
