Hyphen has announced a new brand communication campaign featuring Co-founder and Chief Customer Officer Kriti Sanon, introducing the tagline 'Tested, Trusted & Totally Fun.' The campaign is supported by a brand film that highlights Hyphen’s approach to pairing high-performance skincare formulations with colourful and engaging packaging.
The film presents the new direction in a light-hearted manner and focuses on Hyphen’s intent to make skincare both effective and enjoyable. It reflects the brand’s position that skincare can remain rooted in science and still be relatable and easy to understand. Rather than leaning on a serious or clinical tone, the communication aims to soften the barriers that often distance consumers from skincare information.
Watch the campaign here:
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In the new film, Kriti Sanon brings a conversational energy to skincare storytelling, demonstrating how Hyphen blends effectiveness with a playful spirit. The film also highlights the brand’s latest launch: a dual-phase, double-powered serum made with an 18% Brightening Complex and a 20% Collagen Oil Complex. The messaging emphasises the use of tested, high-performance ingredients, a simpler and more modern narrative that aims to make skincare easy to relate to, and transparency in communication to minimise the distance between the brand and the consumer. It conveys the idea that skincare can be both seriously effective and fun to use.
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.
The campaign continues to place importance on transparency, relatable communication and consumer insight at the centre of skincare conversations. Hyphen states that the decision to adopt this approach aligns with its focus on listening to real consumer experiences and responding with science-backed product solutions. The brand also highlights that its visibility through Kriti Sanon supports familiarity and cultural connection for users who may be encountering the brand for the first time.
With this launch, Hyphen positions its latest communication in contrast with industry norms involving fear-based claims and exaggerated promises, and instead seeks to centre clarity, honesty and verifiable results while retaining an upbeat and approachable tone.
