What happens when a cutting-edge skincare brand teams up with one of India’s most loved fashion and lifestyle platforms? You get a match made in beauty heaven! Hyphen, co-founded by Vaishali Gupta and Kriti Sanon, isn’t just another skincare brand—it’s a powerhouse of science and nature in a bottle. Vaishali and Sharon Pais, Chief Business Officer of Myntra, spill the tea on what makes this collaboration so special. From cracking the code on what your skin really needs to make clean beauty accessible across pin codes, this partnership is redefining how we shop for skincare.
In Kriti Sanon’s words, “Hyphen originated from a pure passion for skincare and a curious, driven mind that always wanted more from life! I always wanted to Hyphen all the best ingredients into one bottle to simplify skincare. I’m beyond grateful for all the love our customers have shown to Hyphen—it’s their trust and belief that inspires us to create what they need, for them. I’m also incredibly thankful to have joined hands with my amazing operating team at PEP Brands, whose expertise and dedication have been instrumental in bringing Hyphen to life. Together, we can’t wait to Hyphen even more incredible products for everyone!”
We caught up with Vaishali and Sharon during Myntra Rising Stars Summit, where they spilled the tea on what makes their collaboration so special!
Hyphen has made waves in the skincare market. What inspired its creation, and what unique gap are you addressing?
Vaishali Gupta (VG): The inspiration for Hyphen came from a shared desire to simplify skincare. We saw a growing need for targeted solutions that combined the power of nature with the potency of science—and that’s how Hyphen was born. With so many actives and products flooding the market, consumers often feel overwhelmed. We wanted to offer targeted solutions that combine the best of nature with cutting-edge science. That’s how Hyphen was born—to bridge the gap between concern-specific skincare and accessible, high-performance products.
What defines Hyphen’s DNA, and what principles guide your product development?
VG: Hyphen’s DNA is all about delivering solution-oriented, high-performance skincare. We’re committed to transparency, efficacy, and inclusivity, ensuring that every product truly works. Listening to our customers is at the heart of our process—we create products with a mix of powerful actives and natural ingredients to address specific concerns effectively. We ensure our formulations are backed by extensive research, scientifically tested, and free from harmful additives. Sustainability is also a cornerstone of our brand. From day one, our products have been plastic-neutral, PETA-certified, vegan, and cruelty-free.
Your formulations stand out in a crowded market. What sets Hyphen apart from competitors?
VG: What sets us apart is the art of “hyphenating” multiple active ingredients into a single bottle. While most brands focus on single-ingredient serums, we combine the best of nature and science to deliver truly effective solutions. Take our Brightening & Pigmentation Essentials, for example. It’s a blend of Kojic Acid, Tranexamic Acid, Vitamin C, and natural extracts. Similarly, our Vitamin-Infused Peptide Lip Balms have become cult favourites for their innovation and efficacy. We recently also launched our 10% Peptide Cocktail Serum which has 2% Copper Peptide which hydrates and plumps the skin. It’s one of our very innovative launches with the highest percentages of actives available in the market.
What makes Hyphen and Myntra’s collaboration unique?
VG: Collaborating with Myntra was a strategic decision. Hyphen’s vision resonates perfectly with Myntra’s platform, which caters to a digitally savvy, trend-conscious audience. Myntra provides us with invaluable insights into consumer trends and equips us with tools to make data-driven decisions. With Myntra’s extensive reach, we’re connecting with customers across Tier 1, 2, and 3 cities, reinforcing our mission to make solution-driven skincare accessible nationwide.
Sharon Pais (SP): Myntra is thrilled to partner with brands like Hyphen that align with the pulse of today’s consumer. Hyphen’s commitment to providing solution-based offerings combined with our philosophy of providing the best of the offerings to our customers, makes the association very meaningful. Through initiatives like our Myntra Rising Stars program, we offer emerging brands enhanced visibility, strategic guidance, and access to rich consumer data. With dedicated account management and prominent app placements, Hyphen is poised to grow rapidly while connecting with millions of skincare enthusiasts.
What milestones has Hyphen achieved, and what’s next on your roadmap?
VG: In just one year, we’ve become India’s fastest-growing 100-crore D2C brand, serving over a million customers across 19,000 pin codes. We’ve celebrated some incredible milestones with key launches that sold out within days, including our VIP Lip Balms, the best-selling Golden Hour Glow serum, and the Ultra Light Water Sunscreen. These achievements have been pivotal in shaping our journey. With a proven track record of success and a relentless focus on innovation, we’re excited for what’s to come.
Sustainability is a hot topic. How does Hyphen integrate clean beauty practices?
VG: Sustainability and clean beauty are at the heart of Hyphen’s ethos. We are dedicated to crafting products that are free from harmful chemicals, cruelty-free, and clinically tested. Our packaging is thoughtfully designed to minimize environmental impact, and we are constantly exploring innovative, eco-friendly solutions. By harmonizing nature and science, Hyphen is committed to delivering skincare that nurtures both the skin and the planet. This commitment extends to the sister brand mCaffeine as well, as we continue to uphold the highest standards of sustainability and clean beauty across our entire portfolio.
How does Myntra support D2C brands like Hyphen in scaling effectively?
SP: Myntra has been instrumental in shaping India’s D2C ecosystem. To foster the growth and expansion of homegrown beauty and grooming brands in India, we’ve launched the Myntra Rising Stars Beauty Edit. This initiative provides a comprehensive suite of tools and resources designed to help brands scale effectively. Myntra Rising Stars is tailored to support both established and emerging D2C brands, offering them a platform to showcase their unique products and reach a larger audience. Brands onboarded through the Myntra Rising Stars Beauty Edit will benefit from a range of growth-focused services, including:
Dedicated Account Management: Access to account management services that offer personalized guidance and support to help brands maximize their performance.
Optimised Cost Structures: Brands can take advantage of cost-effective service structures, reducing customer acquisition costs and streamlining growth strategies.
Insights and Analytics: Valuable insights into the latest customer trends and preferences to help brands stay ahead in the market.
Enhanced Visibility: Increased exposure across Myntra’s Home & Category pages, along with improved visibility in beauty and grooming search results.
Enhanced Customer Experience: Leverage Myntra’s best-in-class customer experience services, including fast delivery and a seamless UI/UX experience.
Speed Constructs: Opportunity for Same Day/Next Day M-Express+/Express Delivery, ensuring fast and efficient service for customers.
Marketing and Storytelling: Brands can run impactful marketing campaigns both on and off the platform, utilizing brand content for smart PLPs (product listing pages), video merchandising, and more.
Collaborative Campaigns: Brands will have the chance to collaborate with Myntra on new product launches, social media promotions, and major events like the End of Reason Sale (EORS).
This platform is designed to help brands thrive, offering the tools and support they need to grow and succeed in the competitive beauty and grooming market.
How is Myntra propelling Hyphen’s growth?
SP: At Myntra, we partner closely with brands like Hyphen to bring innovative solutions to our customers. Hyphen’s concern-based skincare offerings are perfectly suited for Myntra’s Rising Stars platform, which helps customers discover products tailored to their unique needs. Through the Myntra Rising Stars Beauty Edit, we’re supporting made-in-India D2C brands and driving their growth. Hyphen’s products, like the ‘All I Need Lipscreen’ and sunscreens, are gaining strong consumer attention, thanks to the program’s visibility features. With Myntra’s reach to 70 million active users across India, we help brands like Hyphen expand their audience and accelerate growth. The Myntra Rising Stars program is already showing impressive results, with many brands experiencing strong growth. As we welcome more brands in the coming months, we’re excited to continue shaping India’s beauty and grooming industry.
What’s the future of D2C in India, and how is Myntra driving this growth?
SP: The D2C market in India is brimming with opportunity, thanks to rising digital literacy and demand for personalized experiences. Myntra is at the forefront of this revolution. By providing brands with the right tools, resources, and platform, we’re helping them scale sustainably while creating an enriching experience for our consumers. Myntra’s cutting-edge tech capabilities, including data-driven insights, AI-powered personalization, and seamless integration across platforms, are empowering brands to engage with their customers more effectively and optimize their growth. Programs like Myntra Rising Stars are just the beginning. We believe the future of D2C brands in India is limitless, and we’re committed to nurturing their growth every step of the way.
With Hyphen’s innovative approach to skincare and Myntra’s strategic ecosystem for D2C brands, this partnership is setting a new standard for how beauty meets business. As both brands continue to innovate and grow, they’re shaping an exciting future for skincare enthusiasts and entrepreneurs alike.
