HYPHEN has unveiled a fresh brand campaign led by Co-founder and Chief Customer Officer, Kriti Sanon, marking a notable shift in its communication style. With the new tagline “Tested, Trusted & Totally Fun,” the campaign positions the brand as a balance of high-efficacy skincare and an energetic, approachable personality.
The film moves away from traditional, clinical skincare messaging and instead leans into vibrant storytelling. The aim: make skincare feel smart, effective, and enjoyable—not intimidating or dull. This aligns with HYPHEN’s core philosophy of combining rigorous scientific innovation with an accessible narrative rooted in real consumer needs.
A key highlight of the campaign is the introduction of a dual-phase serum featuring an 18% Brightening Complex paired with a 20% Collagen Oil Complex. The product serves as a representation of HYPHEN’s focus on measurable performance, transparency, and ingredient-backed claims.
Kriti Sanon adds personality to the communication, demonstrating how skincare can deliver results without losing its fun side. Her presence emphasizes HYPHEN’s operator-led yet celebrity-driven identity-bringing together expertise and cultural influence.
Speaking about the campaign, Sanon reinforces the belief that skincare should feel sensorial, vibrant, and enjoyable while still delivering visible results. With this updated positioning, HYPHEN aims to shift the tone of skincare marketing away from fear-based claims and overly clinical messaging, instead prioritizing honesty, clarity, and delightful user experience.
The new campaign signals a confident step forward as HYPHEN strengthens its identity in a competitive skincare landscape-where science and joy can coexist.
